CASE STUDY
ANALYTICS
By Laurie Hoffman
VistaComm Vice President of Client Services
From a GOOD GUESS to
MEASURABLE RESULTS
A Digital Marketing Case Study
THE CLIENT
Established in 1961, Sioux Automation Center, Inc. (SAC), is
based in Sioux Center, Iowa. They are a global leader in the
agricultural and equipment industries, manufacturing a full
line of livestock feed mixers, baggers and manure handling
devices to serve the needs of livestock producers.
THE SITUATION
When conversations began between SAC and VistaComm,
SAC was spending a substantial amount of money on digital
marketing and getting no usable reporting, feedback or
conversion details. In fact, they had a number of legitimate
questions about what they should expect from their digital
marketing dollars.
THE PROCESS
VistaComm’s digital marketing specialists demonstrated
the value of services that could help SAC improve results,
1,757
LEADS
1500
1,267
1000
500
THE SOLUTION
The solution for SAC involved several important steps, the
most impactful being:
• Properly configured analytics
• Reconstruction of Google AdWords™ with call and
conversion tracking
• Systematic recording of live visitor behaviors, with the
goal of reducing the number of clicks required to access
information
THE RESULTS
SAC can now effectively manage and track goals and
objectives, making better use of advertising dollars.
So, how do the numbers look? In the first 4 weeks
following revisions, SAC tracked 397 responses in the
form of phone calls, submitted forms or website visits of
five minutes or more. Responses continued to increase
through week 16, totaling 1,757 new leads.
19
1 wk
20
To assist SAC decision makers in better understanding
a complicated topic, scenarios from SAC’s own existing
website were used via screen share techniques to
demonstrate. These scenarios were supported by a
wealth of analytical information.
And SAC’s partnership with VistaComm doesn’t stop
there. Monthly review sessions are held to discuss
outcomes and manage SAC’s digital marketing strategy
based on conversions and actual data.
397
0
track with greater detail and contribute conversions to
specific keywords used in their marketing content.
2 wks
AGRI-INSIGHTS ISSUE 2 2017
4 wks
10 wks
16 wks
844.453.9261