No more excel sheets and wasted marketing budgets.

Premium Global Services(PGS), who sell hosted communication and cooperation solutions and have 95% of all Fortune 500 companies as their customers faced two marketing challenges. They were unsatisfied with the inability to  measure the performance of their campaigns and also felt that organizing marketing campaigns felt poorly integrated into their company and took excruciatingly long through using excel sheets as the only tool. PGS therefore decided in the beginning of 2008 to exclusively use marketing activities which could be measured and documented.

"Marketing is not a discipline known for being easily measured, but we wanted to document our hard work towards the rest of the organization. When I was introduced to TraceWorks and Headlight I knew instantly that this was the tool I had been looking for. Headlight makes it possible to do three key things: I can measure exactly which clicks leads to sales (conversion & click rate), I can see the exact price for each click leading to a sale (pay pr click & conversion) and I can plan and budget future campaigns by comparing them to results for previous campaigns" says Linn Drivdal Mellbye, PGS Vice President of Marketing in Northern Europe.

Two favourite online medias was a waste of money
Like many other companies, PGS had the habit of using a few favourite online medias for a significant portion of their marketing budget. In fact they spent 30% of their total budget exclusively on two medias.

"With Headlight it became apparant that advertising through the two medias didn't generate any sales whatsoever. The ads were a complete waste of money. Thus it has been a bit of an eye opener to be able to document the effect of our campaigns," says Linn.

Ongoing measurement and adjustment of campaign performance
Today PGS use 70% of their marketing budget on online marketing and 30% on offline. Before using Headlight the offline budget was much larger. However concrete information such as 'click & conversion rates' and 'cost pr click & conversion' isn't the only advantages gained by using Headlight. Linn continues:
"With Headlight I can follow our campaigns as they progress and replace or change banners that doesn't perform on the fly. Changing banner texts or the price offers in banners while they are running has proven very valuable. It saves me a lot of coordination and briefing time that I was forced to spend contacting our different partners such as media agencies, graphic designers, etc. Measuring our effect in fact strengthens our relationship with partners because we all have a common goal of enhancing our marketing effect."

Linn Drivdal Melbye has another good example of why Headlight is so valuable.

"Like many other companies we considered if we should continue to spend 100.000 NOK on the online yellow pages. We were in doubt if it yielded any results at all. With Headlight we could see that the investment was very profitable when looking at 'pay per qualified lead'. Our ROI margin on the "Yellow pages" was in fact really good and this was information which had not been accessible in traditional tools.

The right tool gives many benefits
With Headlight PGS is capable of adjusting and optimizing media and messages on the fly. PGS thereby avoids paying for advertising that doesn't deliver the desired results. PGS can in fact set a goal for how much they want to pay for a given conversion for a given media and plan their campaigns accordingly.

"By using Headlight it has become easier to plan and budget our campaigns. You can measure precisely what you gain from your investment. You can readjust and optimize your campaigns through a simple interface and you save time in the process.

With the media transparency we managed to kill some myths and became fully aware of which medias actually pays to advertise in. With this knowledge you gain what all marketers want: To gain maximum revenue from your marketing budget." Linn Drivdal Melbye ends.

About Premiere Global Services
remiere Global Services, Inc. is a global provider of applied communication technologies that help businesses automate and improve their business processes. The solutions are available 24/7, on-demand and require no customer investment in hardware or software. The solutions enhance sales and customer loyalty, improves productivity and effectivity as well as makes it easier for companies to retain their customers by enabling them to use new ways of communicating with their business connections.

PGS have their headquarters in Atlanta, Georgia, USA and is present in 23 countries across the world. PGS deliver solutions to an established customer base of more than 50.000 companies, including approximately 95% of Fortune 500 companies.