Connecting Marketing Activity to Funded Loans
Hive Digital connected website behavior, CRM records, and loan decisions in Mixpanel, giving a financial services client a clearer view of how marketing contributed to applications, approvals, and funded dollars.
Connect software
Website forms, CRM records, and loan application systems held disconnected data. Staff manually assembled spreadsheets, while inconsistent identifiers and competing IT priorities made reporting slow and difficult to trust.
The agency's contribution
Hive Digital implemented Mixpanel to connect website behavior with lead, opportunity, and loan decision data. We coordinated CRM data flows with the API vendor and worked with internal IT to track application activity. While API automation was delayed, an interim Google Tag Manager implementation passed loan decision information through the data layer. Full API automation followed. Executive dashboards showed applications, approval rates, and funded amounts by channel. Tactical dashboards supported daily campaign and budget decisions.
What was delivered
- Manual reporting was virtually eliminated, reclaiming hours each week. - Real-time dashboards connected web activity, CRM data, and loan decisions. - Leadership gained visibility into channels contributing to approvals and funded loans. - Marketing staff could adjust budgets using campaign-level performance data. Source: agency case study.
Measurement period: Post-implementation outcomes; exact dates not supplied
Context and limitations: The source reports operational improvements without a quantified revenue lift or exact time-savings total.
Challenge
Website forms, CRM records, and loan application systems held disconnected data. Staff manually assembled spreadsheets, while inconsistent identifiers and competing IT priorities made reporting slow and difficult to trust.
Solution
Hive Digital implemented Mixpanel to connect website behavior with lead, opportunity, and loan decision data. We coordinated CRM data flows with the API vendor and worked with internal IT to track application activity. While API automation was delayed, an interim Google Tag Manager implementation passed loan decision information through the data layer. Full API automation followed. Executive dashboards showed applications, approval rates, and funded amounts by channel. Tactical dashboards supported daily campaign and budget decisions.
Results
- Manual reporting was virtually eliminated, reclaiming hours each week.
- Real-time dashboards connected web activity, CRM data, and loan decisions.
- Leadership gained visibility into channels contributing to approvals and funded loans.
- Marketing staff could adjust budgets using campaign-level performance data.
