- Canopy IQ: CRM Data Integration
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Canopy IQ: CRM Data Integration
One of the most impactful ways Canopy IQ serves our clients is through fully integrating their mission critical performance metrics into a single, all-purpose cloud-based reporting dashboard.
Empowering our stakeholders to make smarter, data driven decisions by combining a full suite of key performance indicators into a unified “source of truth” requires that we accurately harmonize tens of thousands of data points and to interactively filter them based on customizable business intelligence and target outcomes. Designing a comprehensive marketing intelligence workflow empowers us to accurately contrast varying metrics through a common demographic over a period of time, which minimizes waste and maximizes opportunity.
Canopy’s investment in Datorama, a state-of-the-art analytics platform has been a key requirement to delivering trustworthy, long-term customer service. Removing assumptions was an initial step in achieving this objective; the second step forward was to ensure we delivered a reliable path to prospect conversion by understanding our core audience.
The above and below graphs are examples of third-party CRM data that have been successfully ingested and integrated with our Canopy IQ system.
Canopy IQ’s framework facilitates the ingestion of all third-party CRM data even if there’s no API available to streamline this process. Canopy can manually ingest other reporting inputs our partners may have within our campaign management systems, and to integrate them with other data sources on file. This process has proven to be extremely valuable because it simplifies what used to be a highly convoluted and time-consuming approach to data extraction and reporting.
Canopy IQ now delivers a remarkably accurate standard of data-driven insights for Senior Living operators that was all too often technically unfeasible and cost prohibitive.
Connecting separate Move in Activities and Deposits with campaign performance metrics has given our counterparts a clear view into exactly how their campaigns are delivering qualified leads and to the specific locations these leads are being driven. Understanding how advertising budgets deliver tangible value gives account managers more leeway in optimizing their lead generating strategies from a weekly, monthly, and quarterly basis.
The graph below displays how Canopy can compare campaign tracking in combination with the third-party CRM data our clients share with us. This unified view provides us with attribution into exactly how omni-channel leads are being driven into specific communities.
The first graph represents the total tracked form fills Canopy recorded against forms that we were able to directly track back to our paid advertising campaigns. As a stand-alone graph this helps give us and our clients clarity into how many forms Canopy campaigns are actually driving and the cost per lead. The second table is an example of third-party CRM data that displays qualified leads, deposits, actual move in activities, and demographic data. As a stand-alone graph this gives us and our clients deeper insights into how many of those form fills are qualified leads and the percentage of those initial prospects that convert.
The Senior Living Industry’s focus on conversions boils down to a primary KPI: increase the number of actual move ins.
It has been technically challenging for most digital advertising agencies to prove that their campaign strategy is directly impacting move in rates. Demonstrating that paid advertising drives form fills is a simpler process as visualized in the first stand-along graph in this document.
Canopy’s ability to ingest data from our clients’ third-party CRM and integrate it with current metrics allows for additional insights into campaign performance. We can then filter out both the visual and the table by a common dimension; in this case by physical location (location names have been removed for client confidentiality purposes). We can now see specifically how Canopy’s campaigns are driving high-value traffic, how that traffic translates into real leads and conversions, and how those numbers look across all locations. From that vantage point, we can compare community-specific numbers over time to identify where we can optimize performance, so it meets and even exceeds our client’s KPIs. It is important to note that this integrated data can be broken down by a variety of fields (platform, creative, medium, source and so on) to provide greater campaign insights, which in turn provide our account managers with the big picture they need in order to optimize performance.
In conclusion, our long-term investment in data analytics paired with a commitment to full transparency has enabled Canopy to raise the level of service we offer our valued customers through effective, truly data driven decision making so they can reduce waste while improving prospect conversions.
Pro Tip: A data-driven mobile strategy is critical to lead generation. More than half of Google’s search traffic originates from mobile devices.