In previous publications we’ve discussed the value of tracking the source of each new customer in your CRM database. With this information you can measure the success of your individual marketing drives. It allows you to make more tactical decisions and ultimately increase profits.

But this will only happen if you have data that you can trust. So the questions is: how do separate the source of new leads. And make sure that the marketing data you have is accurate? In this article we’ll give you five rules for easy lead tracking.

1. Collection Rule
For reliable data, you must enforce the rule that every new customer who comes into the business must be asked how they heard about you and their answer must be entered into your CRM database. Be firm with staff who don’t specify lead source when creating a new record and make it clear that the policy is here to stay. This will help you identify broader trends in your marketing, such as how many clients are coming in from the web versus radio advertising.

2. Dedicated 1800 or 1300 Numbers
Set up dedicated 1300 (or 1800) numbers for each individual advertisement. By having a dedicated line you’ll know that every phone call made to that number comes from that advertisement alone.. Most 1300 number providers offer packages where you pay a negligible monthly fee and then only pay extra based on the actual number of calls you receive. It easy, inexpensive and provides quality data, making it the most effective method for tracking print media ads, radio advertising and even television..

3. Promo Codes
The more lead generation activities you run, the harder it becomes to separate the source of new leads. Especially when they call your main telephone number. If you ask too many questions it could put some people off. So consider including a promo code in your ads. It won’t capture everyone but at least you’ll be able to separate the customers who quote a code from the other miscellaneous traffic. When choosing a code, opt for words instead of numbers so they more easy for your customers to remember.

4. Referral Programs
One of the best ways to attract new business is through referral. And the best way to encourage more referrals is through an affiliate program. But you need to be able to track the source of these clients or your affiliate partners won’t get paid and will eventually stop supplying you with new business. For customers who order on the web give your referral partners online affiliate links, so that everyone who came to the site through that link is recorded against their account. To do this you will need a CRM database with web integration capabilities.

5. Custom Order Forms
Direct mail is doing very well at the moment. The great thing about direct mail is that you can tweak your message or offer in a number of ways and track the results to an unprecedented level of detail. If you have direct mail letters that vary in a minor way you should track the results of each one separately. It’s easy to do, simply put a custom code at the bottom of the order form. When the completed order form arrives enter the code into your CRM database to record the specific source of that new customer.

It might seem like a lot of work, but the data will be worth the effort. With this information you could turn your marketing activities around and radically increase the profitability of your business as a whole. But you must be diligent. Final tips include:

• Make sure you have a CRM database that is easy to use;
• Find a CRM database that is web integration capable (to track affiliate traffic) and;
• Enforce source tracking with your staff