RiverMend's Measurement Pie
Social Media
Digital Strategy
Search
Project Description
Challenge: RiverMend Health is a premier provider of scientifically driven, specialty behavioral health services. Our agency was tasked with developing a comprehensive digital marketing strategy across nine individual properties. More importantly, Lead Horse had to find a sophisticated tracking solution for measuring keyword level ROI from the first click to the resulting patient enrollment that did not occur until weeks later. Insight: The tracking solution had to tie together the data from the paid search engines (Google & Y!Bing) to the patient revenue that was eventually entered into Salesforce. Thus, closing the sales loop at the most granular level and measuring the entire digital marketing pie. Strategy: Our team developed a cutting edge digital marketing campaign that utilized phone call, whitepaper download, and web form lead data at the keyword level to inform our bidding algorithms. Lead Horse teamed up with Bizible, a company that closes the loop between online marketing and the Salesforce platform. Results: Lead Horse’s partnership with Bizible allowed our agency to track consumers from the first digital interaction to the resulting revenue data in Salesforce; giving our client keyword level ROI from click to lead to patient enrollment. Further, this technology gave Lead Horse the ability to view performance across first click, U-shaped, and last click attribution models. This level of tracking sophistication and full measurement is a major accomplishment that provided tremendous value for our client.Client
RiverMend Health
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