Connecting marketing spend to customer acquisition and lifetime value

Overview

Harris & Partners invests more than $1 million annually in marketing and wanted a clearer understanding of the return that investment generated. Advertising platforms provided their own measures of performance, but the business needed to connect those results with actual customer acquisition, retention and lifetime value. Metryx deployed AutoMetryx to bring information from the CRM, case management system, Meta and Google PPC into one performance management environment. The platform connects marketing activity with customer outcomes, helping the business optimise spend against commercial value.

Business challenge

Harris & Partners needed to understand which marketing activity acquired valuable customers and where its budget could work harder. Platform-reported conversions provided only part of the picture. The business needed to see which sources, campaigns and keywords translated into customers, how those customers were retained and the value they generated over time. Those insights were important to both immediate allocation decisions and longer-term growth.

Operational issue

Advertising platforms held campaign and spend information, the CRM held lead and customer records, and the case management system held further information about the customer relationship. These separate views made it difficult to follow the journey from initial marketing engagement through acquisition and ongoing customer value. Teams needed a connected view to evaluate commercial returns alongside the performance reported by advertising platforms.

Approach

Metryx connected the CRM, case management system, Meta and Google PPC through the AutoMetryx data engine. The engine brings the information together, joins records across systems and applies the business logic needed to connect marketing investment with customer acquisition, retention and lifetime value. The AutoMetryx insight platform presents that connected information through performance reporting, allowing teams to examine spend and customer outcomes by advertising source, campaign and keyword. This gives Harris & Partners a clearer view of true ROI, grounded in its own customer data rather than relying solely on upstream advertising platform metrics.

How we delivered

1. Phase 01

   Connect the sources

   Connected marketing, lead and customer information from the CRM, case management system, Meta and Google PPC within AutoMetryx.

2. Phase 02

   Join the customer journey

   Configured the AutoMetryx data engine to link records across systems and apply consistent business logic from acquisition activity through to retention and customer value.

3. Phase 03

   Build performance insight

   Configured the AutoMetryx insight platform to show marketing spend alongside customer acquisition, retention and lifetime value, with analysis by source, campaign and keyword.

4. Phase 04

   Support optimisation

   Made the connected metrics available to support ongoing review of marketing effectiveness, acquisition ROI and budget allocation.

Scope

• Connected marketing and customer data: brings advertising, CRM and case management information into one environment
• AutoMetryx data engine: joins records and applies consistent logic across the customer journey
• True ROI reporting: connects marketing spend with actual customer acquisition and value
• Detailed acquisition analysis: comparison by customer, advertising source, campaign and keyword
• Retention and lifetime value insight: the longer-term value of customers acquired through different marketing activity
• Marketing spend and budget allocation
• Lead-to-customer acquisition analysis
• Source, campaign and keyword performance
• Customer acquisition ROI
• Customer retention
• Customer lifetime value

Platform and integrations

Outcome

Harris & Partners now has a connected performance management environment linking marketing investment with customer acquisition, retention and lifetime value. Teams can evaluate advertising performance against the customer outcomes recorded within the business, alongside the metrics reported by advertising platforms. This provides a more complete basis for understanding ROI and identifying where marketing investment delivers value. Key benefits: clearer acquisition ROI, with marketing spend connected to actual customer acquisition and value; better-informed budget allocation, comparing sources, campaigns and keywords against commercial outcomes; visibility beyond the initial conversion through retention and lifetime value; and a shared performance picture across systems.

Executive impact

Harris & Partners can now assess its marketing investment through both acquisition performance and the longer-term value of the customers it attracts. AutoMetryx provides a consistent basis for deciding where to focus spend, which activity attracts valuable customers and how retention contributes to overall return.