In this episode, we sit down with David Smith, VP of Digital Marketing at GoMinis Franchising, to explore how data transforms franchise marketing. With 114 locations under his leadership, David shares how GoMinis is shifting away from traditional cost-per-lead metrics to focus on true ROI. He discusses the power of integrating sales and marketing data, the role of regional insights, and how franchisees can use data to make smarter, more strategic decisions.

We also dive into the biggest marketing challenges franchisees face and how to overcome them. David explains why reframing the conversation from cost-per-lead to ROI is critical for long-term success and how GoMinis uses API integrations and BI tools to track performance more effectively.