BFW Interactive's Internet User Tracking System
BFW is an award-winning full service advertising and interactive agency located in Boca Raton, Florida.
The Challenge
Simply put, BFW wanted to eliminate the guesswork that dominates interactive marketing, allowing them to make sound decisions on a day-to-day basis.
How many website users are leaving and how many are converting into clients and/or sales? While converting more visitors is probably the most important marketing objective, approximately two-thirds of marketing executives don't know their conversion rates.
Successful marketing decisions are based on cold hard facts.
The Execution
To gather this factual data, we developed a user tracking system designed to monitor activity and preferences across the Internet environment. Dubbed "inTrac", this web-based application delivers real-time marketing intelligence.
Impressions, clicks, and conversions are all important metrics provided by the inTrac system, but its ability to handle real-time calculations of financial data is perhaps the most impressive feature. Marketing analytics, campaign performance reporting, and cost & acquisition assessment are all integral parts of the inTrac application.
The Results
InTrac allows clients to calculate marketing metrics on virtually any type of sales/marketing initiative that incorporates an interactive element; Email Marketing, Interactive Advertising, Website Interface Preferences, and Website Link Traffic & Popularity.
With this information, BFW helps its clients continuously re-evaluate their marketing success and make adjustments where necessary. This has allowed them to improve Cost-Per-Acquisition by over 300% in many cases.
My Role
While working at BFW Advertising, I conceived the idea behind inTrac over water-cooler talk with our marketing department. The project grew and I headed a small team of developers from inception to completion, executing most of the programming myself. The project was developed using ASP/VB and a Microsoft SQL database.
* The inTrac System website is located at intrac.gobfw.com, however virtually all of the site is viewable only to authorized account holders.
