Optimizing Marketing Campaigns: A Case Study on Gutter Helmet's Use of Call Tracking Technology
Technology Category
- Infrastructure as a Service (IaaS) - Virtual Private Cloud
- Networks & Connectivity - Gateways
Applicable Industries
- Equipment & Machinery
- Telecommunications
Applicable Functions
- Quality Assurance
- Sales & Marketing
Use Cases
- Time Sensitive Networking
- Visual Quality Detection
Services
- Testing & Certification
About The Customer
Gutter Helmet by Harry Helmet is a family-owned and operated home improvement company that provides homeowners across the country with high-quality gutter protection and other exterior home improvement products. They have helped more than 100,000 customers eliminate their need to regularly clean their gutters by installing the most effective gutter guards on their homes. They operate in DE, MD, NJ, NY, OH, PA, VA, WA, WV, and the District of Columbia. The company values communication, hard work, and trust and is committed to making life easier for homeowners.
The Challenge
The home improvement industry is highly competitive, with a small window to secure new clients due to the long-lasting nature of the work. Gutter Helmet, a home improvement company, was struggling to accurately track and measure the effectiveness of their various advertising channels. They were advertising in several different channels and weren’t able to accurately attribute the new business to a specific advertisement. This made optimizing more of a guessing game rather than making strategic optimization based on the performance of each campaign. The challenge was compounded by the fact that a majority of their leads were generated over the phone, making it difficult to determine which advertising channels were driving sales and bringing in the largest return on investment.
The Solution
Gutter Helmet turned to CallTrackingMetrics (CTM) for a solution. CTM provided them with a service that could offer intelligence on the performance of each advertising campaign. With the advancements in mobile phone technology, CTM offered tracking numbers for low monthly rates starting at $1.50 per line plus a usage fee without a contract. This allowed Gutter Helmet to assign tracking numbers to each individual advertising channel. Gutter Helmet was quickly able to identify trends in certain geographic areas that were bringing in the most leads from their direct mailer campaigns, and they could replicate those strategies in other markets. They now use call tracking as the primary performance metric for each advertising campaign. This allows them to be completely transparent with their advertising vendors when it comes time to negotiate rates, showing which campaigns are performing and which aren’t. The software also helps them gauge how many leads should come in per campaign and how many of those leads close.
Operational Impact
Quantitative Benefit
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