NATP Google Analytics Integration Gives Insight into
Real-World Marketing Data
The National Association of Tax Professionals (NATP) is the largest nonprofit organization that serves individuals specializing in tax preparation. NATP members work at offices that assist over 12 million people worldwide with U.S. tax preparation and planning. Formed in 1979, NATP’s member base includes individual tax preparers, enrolled agents, certified public accountants, accountants, attorneys, and financial planners.
NATP had a variety of digital channels to market their organization, including email campaigns, SEO, Google AdWords, and other Google products. Unfortunately, they had no real way of determining how each of their channels were performing.
With Gravitate’s Google Analytics extension, NATP now knows the value of each of their many digital marketing channels, allowing them to put resources where they will generate the most revenue, help them meet their marketing goals, and increase membership and sales.
- NATP is able to see what content generates click-throughs and which products and services people buy from what content. They can use this data to identify a schema where content is bound to a collection of proven related products and services.
- Their Google Analytics extension allowed NATP to learn of unexpected sources of membership. They can now dig put more resources into this source and, hopefully, expand their membership.
- NATP can use Google Analytics data to determine which AdWords keywords, phrases, and budgets are working and where to reinvest in testing new ones.
Real World Results
NATP can now see which products and services people buy when they click into the site from various email content.
NATP found tha the majority of new membership conversions are from organic searches, not email like other products and services.
NATP can decide exactly which AdWord and product campaigns are worth their weight, keep the true performers, test new phrases/budgets, and eliminate the duds.
With Gravitate’s Google Analytics extension we have solid figures to calculate ROI for each of our digital channels rather than using ambiguously determined goals, sessions, or clicks. We have access to new insights that we were only able to make assumptions about before.Jerry S.
You might also be interested in…
CFA uses netFORUM as its Association Management System (AMS), but uses Salesforce as a Customer Relationship Management (CRM) and sales opportunity tracking tool. They used a manual update process, and keeping the systems up to date was time consuming and impacting staffs’ ability to do their jobs.
Siloed data and services can be a drain on your organization’s staff time and finances, not to mention the frustration it can cause your customers when engaging with you. Integrate your systems so they all work together smoothly, freeing up your valuable time to get back to that PowerPoint presentation you’ve been avoiding updating.
How do you match the perfect candidate with the ideal employer? This was the question CFP Board was asking in 2013. They had discovered a real and tangible gap between CFP Board certificants and the employers seeking qualified candidates to fill financial advisor positions.
Between magazines, books, journals, meeting notes, and other materials, AIAA has a large library of publications to sell. AIAA wanted to use a best-of-breed store front with netFORUM on the back end so they could keep all of their transactional data in one place and allow customers to purchase everything in a single transaction.