BAM + CTM Research Study: Exploring Lead Data and ROAS

Posted by Devon Moore on
Devon is the Director of Content & SEO at BAM. He is responsible for driving organic growth strategy for B2B and B2C clients.
2 minute read

BAM’s Content Director Devon Moore was thrilled to collaborate with Call Tracking Metrics, which specializes in marketing analytics and attribution solutions for agencies.

The study, titled “A Data-Driven Approach to Optimizing ROAS/Lead Value with CallTrackingMetrics”, provides an in-depth look at how BAM utilizes CallTrackingMetrics (CTM) to optimize Return on Ad Spend (ROAS) and quantify lead value for our clients.

BAM integrates CTM with their proprietary BAM Lead Tracker (BLT) software. This allows us to track both the volume and value of leads from various marketing channels.

Key points from the study include:

  • Lead Tracking and ROAS Analysis: CTM’s dynamic number insertion and static tracking numbers enable BAM to identify which marketing efforts are generating calls.
  • Goals and Methodology: The report focuses on a six-month study for a national brand client, analyzing call data to understand which channels drive total call volume, current customer inquiries, and new leads.
  • Data Insights and Optimization: The analysis reveals the most and least effective channels for generating new customers and unique calls.
  • Actionable Strategies: The blog suggests focusing on high-ROI channels, reallocating resources based on performance, and optimizing low-performing channels. It emphasizes the need for localized strategies and universal optimization across different metropolitan areas.

This research study underscores the importance of understanding ROI and ROAS from different channels for marketing strategy optimization. By leveraging quality and quantity metrics for phone calls, businesses can make data-driven decisions to enhance ROI and customer satisfaction​.