Today’s multi-touch environment has created a tangled web of vendors and data. Every vendor claims their solution is working, but data can easily be manipulated to show success. Learn how to use common analytics tools in new ways to clearly see which vendors are actually helping dealers sell more cars. Cut through the clutter of multiple monthly vendor reports with a single source of unbiased truth: 360-degree attribution. Dealers will learn how to crawl first, walk, then run toward using attribution by building effective targeting and attribution models, as well as effective marketing campaigns that connect with sales data. They’ll leave with an understanding of how to integrate and enhance customer data and engage the right prospects and customers for more effective, customer-centric marketing. This session is critical for dealers who want to uncover ways to detect vendor reporting flaws, have confidence in knowing what they’re doing is working and maximize their ROI in advertising.
Primary Learning Objectives:
- Build effective targeting and attribution models using standard, current analytics technology. Understand how to leverage GA 360 to connect disparate data sources.
- Build effective marketing campaigns that connect with sales data, then integrate and enhance that data with closed loop reporting and a single source of unbiased truth. Connect the dots between marketing tactics/efforts and sales.
- Leverage enhanced, closed loop data to engage the right prospects and customers with predictive marketing.