ROI & Analytics Galore
Alongside a better lead retrieval solution, Cradlepoint also wanted a system in place that could clearly spell out ROI and other helpful analytics from each trade show. iCapture filled that data gap for Olsen and her team.
“I get a weekly report of how my trade shows are doing and how many leads I’ve captured,” explains Olsen. “I need to show numbers too because I have to make sure I’m doing my part and bringing those leads in . . . Our company continues to grow, and they are looking more at those numbers, at those analytics, so it’s really key to be able to have that information to show back to our senior level staff.”
Cradlepoint now has the ability to track specific analytics for each event, such as captures per day or hour, top team member based off scans, most popular products, etc. Prior to this, they had no system in place to show event ROI to their leadership. Through iCapture, Cradlepoint can access analytics as evidence of the positive influx of sales from each trade show. These data points have helped drive investment decisions, which trade shows they attend, and so on.
“As I do more and more events, I think about how it used to be when I first started and getting that stack of cards back and trying to put it into an excel spreadsheet, and it’s almost humorous,” says Olsen. “I can’t believe I spent all that time doing that. I’m so glad that’s all behind me.”