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According to Aaron Schinke, he is much more intelligent than Eric Giroux – his breakout speaker partner at the upcoming DrivingSales Executive Summit. Together they will present Moneyball: Winning with Analytics, a topic that is sure to bring out all aspects of Aaron’s immense intellect – not to mention a certain sexy pink tie.
Joking aside, Aaron brings extensive expertise to his work as the Director of Digital Marketing at DealerFire (though Aaron would say it’s not as impressive as Giroux’s). Schooled in Marketing and Advertising at the University of Northern Iowa, Aaron has touched all corners of marketing from traditional to digital. While consulting for small to medium sized businesses, Schinke developed strategies that enabled his clients to be successful in the most important facets of marketing today. Together, these two digital experts will highlight the value of web analytics for car dealerships by showing the capabilities of analytics and how it can add certainty to everyday management decisions.
DSNews: What can #DSES attendees expect to hear from you?
AS: How to be better. My goal is to give actionable advice for dealers to take back to work in order to make more educated decisions. For instance most dealers look at analytics as nothing more as a measurement of the past, but by segmenting the data properly we identify areas of opportunity. So, analytics can tell us what happened, but it can help show us the best next steps. This can make a profound difference at the dealership level.
DSNews: What do you love about the car business, or digital marketing?
AS: While I’ve learned to love the car business, I’ve always loved marketing. Since I was in my early teens I knew I wanted to work in Marketing, and in college I fell into the digital side of things. I’ve always been very analytical by nature but am drawn to creativity. There is no better match for this combination than Digital Marketing.
DSNews: What’s your passion? What makes you get up early in the morning?
AS: Making a difference. Not necessarily in a self-righteous, saving the world kind of way, but just a noticeable difference. Whether it’s making a product better, teaching someone or increasing business results for a client. For me, there is nothing more rewarding than having a positive impact.
DSNews: What’s your best car memory?
AS: My first car was a 1990 Buick Century with the license plates “PMS 247”. I’ll never forget the looks I got.
DSNews: What’s your biggest accomplishment?
AS: It’s definitely yet to come…BUT, since I can't take the easy way out, I'd have to say just getting to where I am today. Not only being the Director of Digital Marketing at DealerFire, but even being in a position to try to share some of my Marketing knowledge. It's a privilege that I'm proud of and don't take lightly.
DSNews: Tell us about a recent dealership pain point that your team was able to solve.
AS: Setting up each client with pure, unadulterated, unlimited access to their real analytics. This sounds so very basic but it’s actually quite an undertaking. While we develop our own analytics and even partner with tracking companies such as Dataium, every dealer should have pure access to a 3rd party analytics platform (Google Analytics) to keep everyone honest. We’ve gone as far as setting each website up on its own dedicated account/email address so that they can have full access for as many employees or vendors as they’d like. This also ensures they can continue on with their analytics account should they decide to move on from us. True transparency.This may seem fundamental, but it was our decision and ability to do just this that recently helped a dealer group share analytics with their SEM vendor. The availability of analytics and our collaboration helped to end keyword cannibalization and led to a 10% increase in new visits for the same spend.