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EyeMed: Data Optimization

Driving Sales with Data

Situation

One of the largest vision benefits providers in the nation, EyeMed partnered with Mower to market to its own substantial customer database and to new leads through paid social campaigns. EyeMed had a solid marketing technology stack at its disposal, put in place by its owner, but lacked the expertise to leverage those tools in an effective way. It was up to the Mower team to help EyeMed align its technology to better meet the company’s business objectives.

Insight

From Google Analytics to customer relationship management software like Salesforce, today’s marketers can choose from a wealth of platforms that, in the right hands, are powerful conversion tools. Too often, however, companies find that after implementing these tools they are left to figure out on their own how to best apply the technology to their business.

Solution

EyeMed had a trio of tools in place—but was not collecting the information needed to gauge the effectiveness of their marketing efforts. After streamlining EyeMed’s campaign management, we set out to optimize their system to collect inbound lead data and organize it into attribution reports. We integrated the tools in their stack so that source data captured from Google Analytics was pushed to their sales team as leads and impressed on their sales team the importance of following best practices when entering leads into the system.

Results

EyeMed now has the ability to pinpoint the specific marketing efforts that drive conversions. That information, in turn, helps inform how EyeMed distributes its marketing resources to improve ROI.

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