SEO analysis and marketing tool

In 2019 Sapere were recommended to Vixen by a strategy consultant. Vixen wanted a software system to better manage the processing of sales leads through to an order, better analysis on leads and which marketing channels were working and also a way to re-market to lost leads.


At the point of our engagement, within the business, there were lots of manual processes. Leads were recorded on paper and not in one ‘central database’ making it almost impossible to find and manage lost leads or leads which had become ‘cold’. Additionally, the outcome of marketing channel spending was not recorded in one central place, making it difficult to calculate the success of each channel. As an example, Vixen had lots of Google ad campaigns but no real way of seeing which were actually successful.

To further complicate the project, key report data was being recorded manually over multiple spreadsheets meaning it could take hours to generate the management reports needed to run the business.


The team at Sapere provided technical consultancy, firstly listening to each department involved in the management of leads and then processing of enquiries and sales.

Using this information Sapere proposed, designed, and then built a bespoke web app solution with integration with the AdWords API within Google.

The final application now provides a solid platform to manage the business and can be adapted as the business grows. Vixen now has a tool to see, at a glance, where the marketing spend is working and where it is not; and a mechanism to ensure all leads are followed up and exploited.

Business Benefits

The following business benefits have been realised since the web application development went live.

  • Better management information on marketing spend success – this means the marketing budgets are allocated to the channels with the best return on investment.
  • Lead data and sales data is all stored in one place – this means the data can be interrogated easier, failed leads can be followup up and real-time intelligence on trends can be used to change marketing strategies.
  • Reporting information is generated in real-time – this saves the admin team many hours of saved time per week.
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