InTrac System Case Study
The Client
BFW Advertising is a full service, integrated advertising and communications agency located in Boca Raton, Florida.
The Challenge
Simply put, BFW wanted to eliminate the guesswork that dominates interactive marketing, allowing them to make sound decisions on a day-to-day basis.
How many website users are leaving and how many are converting into clients and/or sales? While converting more visitors is probably the most important marketing objective, approximately two-thirds of marketing executives don't know their conversion rates.
Successful marketing decisions are based on cold hard facts.
The Execution
To gather this factual data, we developed a user tracking system designed to monitor activity and preferences across the Internet environment. Dubbed "inTrac", this web-based application delivers real-time marketing intelligence.
Impressions, clicks, and conversions are all important metrics provided by the inTrac system, but its ability to handle real-time calculations of financial data is perhaps the most impressive feature. Marketing analytics, campaign performance reporting, and cost & acquisition assessment are all integral parts of the inTrac application.
The Results
InTrac allows clients to calculate marketing metrics on virtually any type of sales/marketing initiative that incorporates an interactive element; Email Marketing, Interactive Advertising, Website Interface Preferences, and Website Link Traffic & Popularity.
With this information, BFW helps it's clients continuously re-evaluate their marketing success and make adjustments where necessary. This has allowed them to improve Cost-Per-Acquisition by over 300% in some cases.
The Source
The inTrac System website is located at intrac.gobfw.com, however most of the features are only viewable to authorized account holders. You can view screenshots of my work by clicking on the adjoining thumbnail images.
