SearchLight to work with Goettl on revenue attribution

SearchLight, the home services-focused revenue analytics startup, partnered with Goettl Air Conditioning & Plumbing to provide them with detailed revenue attribution, the company announced on LinkedIn.

Why it matters: Marketing success has historically been measured by clicks and impressions, instead of dollars.

• “Clicks don’t show up to your bottom line. The dollars do,” SearchLight’s Jonathan Torrey told Homepros.

How it works: SearchLight takes data from contractors’ CRMs, advertising accounts, websites, and more, and works its magic to help contractors really understand where revenue is coming from.

• This includes visibility into booking rates, customer acquisition costs, and revenue by advertising channel (and ZIP code), to name a few.

• “What works is having the data to look at your revenue flow and find the leaks. Is it unsold estimates from a certain channel? In some markets, there’s no competition on Bing, for example, so having good data can inform you on where to invest more or less,” Torrey said.

The deal: SearchLight will work closely with Goettl on data analysis and help their teams understand and implement the learnings.

• “With a known quantity like Goettl, there's no better accountability than meeting with a client of that caliber on a regular cadence to hear what's working, what isn't, and what could be better,” he added.

Looking ahead: Torrey noted, “There are a lot of things on the horizon… we are continuing to work toward earning the right to be a central part of the story around innovation in the trades when it comes to data, insights, set-up, and attribution.”