Getaline.gr: A Lead Generation Case Study 📚Â
Increase Quality
Leads +51%
+51%
Qualified Lead
-30%
Cost per Qualified Lead
+550%
Achievement of sales targets
4 Awards
Getaline.gr awarded 4 time at the Peak Awards supported by Google. Among the awards it won the top distinction in Lead Generation Projects by receiving the Gold Award in the category Best Lead Generation Campaign:
The awards received by Roix for the effectiveness of the actions on Getaline.gr were:
– Best Lead Generation Campaign / Gold
– Best Use of Data / Silver
– Best Use of Technology
– Best Modern Search Campaign
Getaline.gr is the official partner of Vodafone, being an exclusive digital channel for the promotion & sale of its services in Greece (Mobile, Fixed, Internet, TV). Getaline started in 2012 as a promotion channel for Cyta services and since 2018, when it joined the Vodafone family, it has been on an excellent course with record goals achieved every year.
Brief
Getaline partnered with ROIX in 2018 aiming at further growth as well as assimilating the rebranding that needed to be done since the merger of CYTA with Vodafone would have had significant changes in both communication features and commercial mix. Although each year from 2018 to 2020 was excellent in performance with significant year on year growth both in 2021 within Covid and 2022 in the post covid era as well as with the roll out of iOS 14 it was extremely challenging both managerially and commercially. The main objective for 2022 – 23 was to improve the mix and the final performance of the leads.
Objectives
- Increase of Qualified Leads
- Maintain CPA
- Integrate TIK TOK into the strategy with commensurate returns
- Improve ROAS. Although the project is not e commerce, we had to go through continuous communication & reporting as well as become extremelly aligned with the sales team and evaluate the actual & the target ROAS
Challenges
In the recent period the challenges were multi-level and several such as:
- Estimating ROAS in a Lead Generation project is a synthesis process, not at all obvious based on excellent collaboration with the executives within the company but also on data analysis.Â
- Strengthening of the competition
- Phygital behaviours with several post covid consumers coming back to physical stores again.
- Separation of quality leads
- Advanced and multi sourcing reporting
Strategy
The digital marketing strategy followed at Getaline.gr in the recent period incorporated all the new best practices and the custom performance pattern of the account. Each business based on its market footprint has its own specificities which we identify and leverage for the benefit of the business. Although 2023 is the first official year of the democratization of AI technology, performance marketing with continuous optimization – optimization of campaigns, utilization of beta tools and new tools was the solution and the next step in the development of the project. Can Performance Marketing be combined with AI? Yes it can and the result can be extremely interesting enabling decision makers to engage in more sophisticated analysis. Briefly capturing the key elements that contributed to the success were —>Â
Key Elements
- Advanced Reporting
- Data Analysis
- Performance Marketing with continuous optimizations and adjustments of campaigns
- Performance Marketing Analysis & Motives
- New technologies adaptation
- Creation of new best practices through trial and error in the vertical of retailers
- Continuous analysis, optimization and optimization of the site
Increase Quality Leads +51%
-30%
Cost per Qualified Lead
+550%
Achievement of sales targets
+51%
Qualified Lead
