Case Study: Sea Eagle Tracks Ads and Sales

As more and more of its customers migrated to the e-commerce channel, Sea Eagle was losing sight of how it was generating leads. Were they coming from print advertising, search-engine marketing, natural search on the Web or some other method?

“We spent $400,000 in print ads last year, [for example], but we could track back sales to them only a tenth of the time,” says John Hoge, vice president of this Port Jefferson, N.Y.-based merchant of inflatable boats and boating gear. “We had only a vague notion of which ads were working for us. The Net was muddying our ability to track the performance of our media buys.”