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Solving Auto Marketers Attribution Challenges with Location-Based Analytics
Valentina Marastoni-Bieser
SVP, Marketing
Mapping The Consumer Journey
?
• Understand behavior on the lot
• Compare visits to competitors’ locations
• Performance by channel
• Close the loop: online interaction visits sales
Mapping The Consumer Journey
Scale Accuracy Privacy
Bridging the Online to Offline Gap With Location Data
Density
Bridging the Online to Offline Gap With Location Data
• Good Data = Actionable Insights
• Non-reliable Data = Misleading Insights
Scale Accuracy Privacy
Bridging the Online to Offline Gap With Location Data
Density
Benchmarking Campaign Success: Did My Campaign Work?
40%Visit Uplift
25%Benchmark
Did My Campaign Work?Visit Uplift by Vertical
Measure Cross-Channel Performance: Visit Uplift by Platform and Quarter
10-33%avg. uplift
range
19-49%avg. uplift
range
17-46%avg. uplift
range
Q120%
Q263%
Q337%
Q457%
Web In-App Cross-Device
Did My Campaign Work?Visit Rate by Vertical
Measure Cross-Channel Performance: Visit Rate by Vertical
3.09%web avg.
4.21%in-app avg.
4.03%cross-device avg.
Q12.45%
Q22.92%
Q34.31%
Q42.51%
Web In-App Cross-Device
Understand the Impact of Your Media Investment: CPV by Vertical
Understand Brand Engagement: Dwell Time & Time of Visit
Measurement in Action
Objective: Drive to Brand dealerships
Target DMAs: Baltimore, Boston, DC, NYC, Philadelphia
Timing: Q3 & Q4 2017
Visit Uplift: 57.44% vs. 12-38% benchmark
Additional Visit Insights:
A Unified Currency for Cross-Channel Measurement
Driving Your Auto Strategy Forward With Location Analytics
Accuracy
Map The Consumer JourneyLeverage location analytics to better understand consumer
behavior before and after consumers visit the dealership
Accuracy
Benchmark Your SuccessLeverage industry benchmarks to better gauge your success
vs. your competitors in driving dealership visits
Accuracy
Measure Cross-Channel Advertising ROIUse visitation as a unified metrics to understand and compare how
each channel is performing in driving dealership visits