ROI TRACKING
Brief
Patelco is one of the largest credit unions in the country, with more than $3.7 billion in assets and more than 290,000 members. Patelco recognizes the importance of tracking the return on investment of its marketing dollars, and teamed with Priority Integrated Marketing to closely measure a variety of media response, including cable TV, radio, print magazine, direct mail and website.
Solution
Priority designed a custom ROI solution that tracked 1-800 calls to help Patelco gain a deeper understanding of how each advertising vertical was performing. Caller information, including geographic location, caller ID, and unique vs. repeat leads, was segmented by each media source to paint a more complete picture of the response.
Results
Using raw data, the credit union can easily see which media are garnering the most calls overall. By comparing names gathered to actual sales, Patelco can also identify which media spends are generating the most qualified leads.
Patelco's managers can now make more informed decisions that reduce or eliminate less effective efforts and shift dollars toward advertising that drives greater response.
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