Increasing Lead Attribution Accuracy

Challenge:

Leads were a major KPI for Mercedes the world over. In every regional report, I saw a significant volume of leads from Facebook and a cost per lead that made them the obvious buy. I wanted to understand the value of different leads to replace the basic leads KPI with a 'Cost per Qualified Lead' that factored in a Mercedes person certifying them.

Approach:

To advance our knowledge, I brought together the key Data and Ops teams from the client and agency sides. Together, we ensured the identification of leads from the website and Facebook through the client's Salesforce Sales Path software, resulting in a significantly improved end-to-end evaluation process.

Outcome:

The analysis indicated that Facebook produced four times more initial leads than the website's lead forms. However, the number of qualified leads from Facebook was only a third of those from the website. Quantifying the 'Cost Per Qualified Lead,' which linked online and offline data, proved essential. This comprehensive metric factored in the cost of acquisition as well as quality of lead and resulted in a 6% savings for digital 'Qualified Lead' generation.