Marketing Insights and Attribution:
Are Your Metrics in Alignment?
Get ready for three full days of content and networking, where you’ll learn what’s working now in automotive marketing, sales and management, and how you can combine them to grow profitability at your dealership. Reserve your seat at DSES 2017 today!
Written by: Bryan Harwood, President, Outsell
Dealers know they need to measure their marketing investments to determine which of their digital efforts are producing the best ROI. But few understand how to apply marketing attribution strategies to help them adjust, align and better leverage their data to engage more with their customers and expedite sales.
In this session, Chip Alvey, Digital Director at Oxmoor Auto Group, will join me to explain:
- What marketing attribution models are and how to apply them
- What your marketing team can start doing now to best optimize data to increase engagement and accelerate sales
- How to get started with these practices at your dealership
Why is marketing attribution so important? It lets marketers understand exactly which programs are making an impact, so they can put more dollars into the programs that work best, and move away from poorly performing programs.
Google Analytics is one of the primary marketing attribution tools, and in this session Chip will share with attendees how Oxmoor Auto Group’s is utilizing Google Analytics. We’ll also review other attribution tools, give guidance on goals marketers should set, and provide a list of the Top 10 metrics every dealer should be tracking, including bounce rate, time on site, and pages per session.
You don’t need a data scientist to know which marketing channels and programs are helping you sell more cars. You just need the right tools in place to assist you with mining the data. The advice you get in this session will help you understand which marketing programs and partners are paying off, and help you make smarter marketing decisions in 2018.
Bryan and Chip’s breakout session will take place on Sunday, October 22 from 4:00-4:40 p.m.
About Bryan Harwood
Under Bryan Harwood’s direction and leadership as President, Outsell continues to evolve its robust customer engagement platform by bringing innovative marketing solutions to the automotive industry and especially for the dealerships that can greatly benefit from their tools that will help them identify customers ready to buy, improve customer interactions and drive sales.
Bryan Harwood is an innovative technology leader with a depth of experience building out data and transaction processing systems on a massive scale for global enterprises.
Bryan Harwood joined Outsell in 2011 as CTO. He is an innovative technology leader with a depth of experience building out data and transaction processing systems on a massive scale for global enterprises.