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Data Studio Builds Better Leads For French Modular Space Company

Technology Category
  • Analytics & Modeling - Big Data Analytics
  • Analytics & Modeling - Real Time Analytics
  • Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
  • Construction & Infrastructure
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Demand Planning & Forecasting
  • Real-Time Location System (RTLS)
Services
  • Data Science Services
  • System Integration
The Challenge
Algeco, a French modular space company, was struggling to understand how their advertising with Google was driving client acquisition. The company was using a cost-per-lead approach but was unable to see exactly what part of digital was contributing to contracts being signed. Algeco's marketing was 75% in digital, with Google representing 25% of its digital spending. The company needed a modern marketing technology to drive new client acquisition and turned to AWE, a data-minded digital marketing agency, for insight. AWE was tasked with integrating Algeco's Salesforce customer information with information from their ads on Google and Google Analytics to provide a comprehensive view of their marketing performance.
About The Customer
Algeco is a French modular space company that invented the concept of modular construction back in 1955. The company is a leader in the market, providing quick delivery of additional space to schools, office buildings, and construction sites, or creating quick modular spaces for restaurants, stores, and even high-end living. Despite its success in the modular space industry, Algeco was struggling to understand the impact of its digital marketing efforts on client acquisition. The company's marketing was 75% in digital, with Google representing 25% of its digital spending. However, Algeco was unable to see exactly what part of digital was contributing to contracts being signed, leading to a need for a more comprehensive view of their marketing performance.
The Solution
AWE used Google's Data Studio and BigQuery to integrate Algeco's Salesforce customer information with information from their ads on Google and Google Analytics. This allowed AWE to show Algeco exactly how their advertising with Google was driving client acquisition. AWE discovered that the leads Algeco obtained on Saturdays and Sundays generated the highest lead-to-contract conversion rate, but its ad performance did not reflect that. With the insights from Data Studio, Algeco and AWE shifted their approach for ads on Google and began bidding for top spots on weekends. AWE was also able to identify the characteristics of the most profitable prospects and adjust keyword selection and ads strategy to improve profitability. AWE leveraged what it learned from Data Studio to add new ranking criteria in Salesforce so that Algeco’s sales team could call the most profitable prospects from ads on Google first.
Operational Impact
  • AWE was able to show Algeco exactly how their advertising with Google was driving client acquisition.
  • AWE discovered that the leads Algeco obtained on Saturdays and Sundays generated the highest lead-to-contract conversion rate.
  • AWE was able to identify the characteristics of the most profitable prospects and adjust keyword selection and ads strategy to improve profitability.
Quantitative Benefit
  • 20% increase in the number of leads
  • 152% increase in revenue generated by campaigns
  • 55% of the clients coming in through ad campaigns with Google were new to Algeco

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