Case Study: Pelican Water Systems achieves 130% higher ROI on call center sales with InfoTrust and Google Analytics

Pelican Water Systems Discovers 130% Higher ROI on Call Center Sales Thanks to Google Analytics

Pelican Water Systems, a manufacturer of environmentally friendly water filtration and salt-free softening systems, wanted a clearer view of how online marketing affected both online and offline purchases. Working with InfoTrust, the company needed to connect cross-device customer behavior with call center sales, improve channel investment decisions, and better understand user behavior across its sites.

InfoTrust implemented a custom analytics integration using Google Analytics, Salesforce CRM, DialogTech, User ID, Enhanced Ecommerce, and the Measurement Protocol to import offline sales and call center activity into Google Analytics. As a result, Pelican Water Systems learned that PPC ROI was 130% higher than previously believed, 15% of offline sales were influenced by AdWords, and 21% of total sales started with AdWords, enabling much more accurate attribution and budget planning.

Pelican Water Systems

Robert Prentice

Director of Marketing & Product Development