stop drowning in data 10242012 v4
DESCRIPTION
Stop Drowning in Data: The Metrics That Matter If you are having a hard time understanding which marketing programs are working, and where to start, this is where you start. This presentation will cover what to focus on as well as which metrics are important for measuring different programs. This was presented at the 13th Digital Dealer Conference in Las Vegas on Oct 24, 2012.TRANSCRIPT
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Stop Drowning in Data:
The Metrics That Matter
By: Vickie Gibbs, GM Albright Digital
October 24, 2012
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Take Aways …
1. What’s Important: The Right Part of the Story
2. Measurement: How to Identify and Measure The Right Metrics
3. Experimentation: How and Why It Drives Success
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TV Still Biggest Category with Online Close Behind … Print Falling Fast
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Spending in Line with Time Spent Except for Print and Mobile
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Smartphone Sales Outpacing PCs
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Mobile is Still Early… But Growing!
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Smartphones Assisting in Purchase Decisions
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Americans Now Spend More Time on Social Networks Than Portals
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Google, Not Social, Driving Online Commerce
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Online Dealer Reviews Very Influential…
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… Even More So Than Referrals and Location
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The Right Part of the Story…
Where are users and what is driving sales?◦ TV, Online ◦ NOT Print
Where are users and what is influencing sales◦ Online Reviews◦ Social, Portals
What role does mobile play?◦ Influencing sales◦ Increasingly important tool for users during the
purchase process and information post-sale
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You Can’t Manage What You Can’t Measure
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Various Advertising Works Together to Achieve Sales
GeneralBranding
BuildConsideration Set
Make DealershipDecision
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Classify your Marketing Programs
Branding DirectResponse
Online Review
TV
Radio
LocalOnline
AutoTrader/ Cars.com /EdmundsSEO
SEM
Craig’s List/ eBay
Your Website
Adv on siteslike Cars.com
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Different Metrics…
Goal: Share of voice Measure: You vs Your
Competition Long term impact Influencer of decision Focus on people in
your target demographic
Goal: Direct sales Measure: Program ->
Action -> Sales Short term impact Purchase driver Focus on people in
your target demographic in purchase process
Branding Direct Response
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Metrics by Marketing Program
Program Metrics
TV/ Radio • Share of voice• Opportunity to deliver your message/ point of
differentiation to your target market• How much ad time do you have compared to your
competition?• Amount of showroom traffic driven by promotion
incentives or programs in ad
Auto Portals (e.g., Autotrader, Cars.com, Edmunds)
• Compare your presence to that of your competition• What is your location in search results compared to
your competition?• Examine the amount of traffic to your dealer page
and VDPs (compared to competition if possible)
Social (Facebook, Twitter)
• Share of voice compared to competition• # of followers/ # of fans • Engagement of users: reach, comments, shares• Great opportunity to get your message of
differentiation across to users 17
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Metrics by Marketing Program
Program Metrics
SEO • Content drives ranking for organic search results• Long term impact when make changes for SEO • First select the terms you want to rank highly on –
this should be done in context with your competition and your points of differentiation as well as what is most important to your users (choose terms that have high search traffic)
• Work with firm to create content and design site to support good SEO for those target terms
• Baseline + measure rank of those terms every 60-90 days
SEM • ROI• CTR -> Leads -> Sales• Examine by site (search engine)• Examine by keyword• Target your brand, but also other strategic keywords• Understand which sites and keywords are driving
leads, not just traffic 18
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Metrics by Marketing Program
Program Metrics
Online Reviews (Google+ Local, Yelp, Cars.com, Edmunds, etc.)
• # of Reviews• Score/ Rank• Recency of reviews• Focus on those that are most important to your
consumers (examine traffic to the sites)
Your Website • ROI• Traffic -> Leads -> Sales• Users at your site should convert at a higher rate –
do everything to capture leads at your site
3rd Party Lead Providers
• ROI• Leads -> Sales• Look at conversion by provider and cost to
determine most effective channels• Work with vendors to improve if possible
Listing Services (e.g., eBay, Craigs List)
• ROI• # of Listings -> Leads -> Sales• Improve listing to increase # of Leads
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Try New Things …
Experiment
MeasureEvaluate
Optimize or Discontinu
e
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Improving Google+ Local Score Problem: No rank on Google+ Local, no customer testimonials
for website or Facebook
Solution:◦ Implemented review management solution to provide
notifications of new reviews, tracking of scores on 3rd party sites, and tool to encourage customers to review
Results: ◦ In 3 months, obtained over 45 internal reviews for website
and Facebook◦ In 3 months, obtained 28 reviews across both dealership on
Google+ Local, and a rank of 28 out of 30 and 30 out of 30
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Choose Best Website Incentive Lead Capture Solution Problem: Select the best website incentive lead capture
solution: pop-up coupon vs behaviorally targeted slider
Solution:◦ Turned off pop-up coupon◦ Implemented website slider to present targeted calls-to-
actions to customers based on browsing behavior
Results: ◦ Website slider produced twice as many sales as the pop-up
coupon◦ Continued to optimize slider by testing colors & calls to
action
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Improving Conversion on Website Problem: Capture more leads from the website
Solution:◦ Implemented website slider to present targeted calls-to-
actions to customers based on browsing behavior◦ Tested different calls to action and colors – analyzed results
to determine which ones to implement on a permanent basis
Results: ◦ Increase in website leads due to slider = 34%◦ Increase in website sales due to slider = +20%
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Conclusions Pay attention to the right part of the story
Measure the right metrics for each program, and optimize over time
Determine strategic areas of focus and experiment with new programs and tactics
Vickie Gibbs, [email protected], @AlbrightDigital, @VGCBC