This includes clickthrough rates for ads, lead conversion rates, click to call rates, bounce rates, navigation path, and more. Firms use this data to build and scale their campaigns on a performance marketing basis.
There is no guess work involved in their campaigns. Firms are using advanced data analytics to dig deep into the behavior of their prospects and clients. This results in campaigns that are optimized from the inception of the leads all the way down to the point where the leads become clients. The level of precision allows firms to scale into larger digital media buying strategies.
A big part of what enables firms to get this level of data is the usage of advanced marketing automation/CRM platforms. Firms look for certain KPIs to assess digital marketing campaigns and make the necessary adjustments very quickly. The advanced marketing automation/CRM platforms also allow them to create follow up campaigns that use behavioral metrics, hyper personalization, and even machine learning to maximize conversion rates.