April 1, 2025

⚛️🚀 Why the CMS is the CRM (Analytics)

In 2013, one of the problems with Google Analytics was that we knew which keywords generated a booking request, but we didn’t know which keywords led to a client making a sale, nor did we know which keywords resulted in a high ROI sale.

If we knew that, we would optimise, and that would probably half the advertising budget.

Now, that couldn’t be done, the keyword data needed to come from Google Analytics in the usual way which tells us which booking requests was made from which keyword, this data then needed to go through the pre-booking system, where we can see if it make a sale, and if so, how much money did it make, and how much extra money was made if clients booked car hire, a safari, or ended up buying a house that earned us a commission.

All that information can only be correlated if your CMS (the website where the keyword lands) is connected to the financial system and the CRM (Customer Relationship Management) software.

That’s where the original concept of the CMS is the CRM came from. Now, it has evolved into many other things, but that’s the core principle of why it was done in the first place.