Sacramento Bee uses metrics to prove print advertising success


With offices and showrooms around the world, Granite Transformations is an advertiser offering new alternatives to traditional countertops, backsplashes, floors, and more.

With the ongoing goal of continuous improvement, Amy Gerstmar, the company’s Sacramento Bee account manager, has used data to help Granite Transformations achieve an even more effective, diversified advertising programme this year.

In 2013, Granite Transformations was a full-page advertiser (two or three times a month). It also placed an ad in our B Street Theater programme and did an occasional e-mail blast for contests and promotions.

This year, Amy brought Granite Transformations into our dashboard to provide the company with a view of the performance metrics resulting from the various advertising channels it was utilising.

Advertising performance results via dashboard

The bottom line is a high volume of calls resulted from the print ads, reinforcing the print channel as a great source of exposure and leads for the target audience looking to remodel granite kitchen countertops or bathrooms.

Age and gender from the tracking revealed a targeting opportunity to include the addition of an ad in the senior directory. And, digitally, impressive click-through rates resulted from optimised creative.

Including performance data and customer data into an account’s business intelligence

By placing tracking numbers in Granite Transformations’ ads, performance results can be monitored and shared with the advertiser. This information is most valuable as we learn and improve from the knowledge gained.

Call analytics illustrate when most phone calls are coming into the business, by day and time of day. Most callers were also mentioning the ad in The Bee when calling in.

After all, our goals are the same: Working to build the business of our advertisers.

With performance monitoring and dashboard reporting, we have better tools for transparency and a mutually valuable partnership that is required to be more successful in today’s advertising environment.

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