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B2C
From Underutilized Data Repository to A Re-engineered, Active E2E Marketing Hub
CHALLENGE
With 60+ locations spread across 5 states, Caravel Autism Health is a leader in the field of helping families navigate the challenges of autism through evaluation, diagnosis, and therapy. The company’s customer journey is filled with uncertainty, complexity, urgency, and emotion. Caravel knew it was imperative to establish an integrated system rooted in data integrity, and primed to develop and nurture leads through this customer journey – from contact to conversation to conversion. However, the chosen MarTech solution in Salesforce and Pardot wasn’t being fully realized, nor was it set up for success as a total solution. Crucially, the opportunity to capture and analyse key business data needed to be optimized.
APPROACH
Orchard and Carvel set about engineering a solution that provided a seamless, end-to-end flow of performance data that optimally fused MarTech with the Customer Decision Journey (CDJ) and specific, attributable behaviors. Together, we designed the solution to:
- Seamlessly capture the full 360° of data to offer a complete picture of real-time and urgent business needs.
- Iteratively increase knowledge through data attribution via media and/or customer behavior patterns.
- Provide a data-informed path for communications with prospects and optimizations of ongoing media investments.
WHY IT WORKED
Orchard built a solution that streamed vital call data to both Salesforce and Google – completing the marketing circuitry. The MarTech integration included:
- Intake numbers.
- Integration triggers from CallRail ⇒ Analytics and Salesforce.
- UTM values passed to Salesforce.
- Data mapping & implementation across platforms.
Commercial Impact
a data integrity model to deliver cost per qualified lead
ability to discern cost-per-inquiry and client by channel
a singular data platform experience
personalized customer experiences and attribution
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