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Anthony Levine

Anthony Levine Manager | Digital Marketing

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The Importance of Performance Management

Many digital marketing agencies are great at sending leads to a dealership website. Typically, if sales don't improve, these agencies will be quick to say that the marketing works fine, but that the dealer isn't taking full advantage of the leads.  However, a true full-service digital agency includes a vital piece of the puzzle with regards to this - performance management.

Performance management is generally not a part of the suite of services one gets from a digital marketing agency, because most view themselves as purely in the business of increasing traffic, leads and conversions. Adding performance management to their list of benefits would mean adding agency employees that are so familiar with the way a well-run dealership works that they can help dealers effectively take their leads to the next level, translating them into sales.

It is easy enough to see what days and times leads are most plentiful, but sometimes it takes performance management to indicate that this means to staff more heavily during those hours to take full advantage.  Sometimes, processes are broken at a dealership, and a performance manager can spot the areas that need improvement internally and help a dealership close gaps to create a more efficient car sales process.  Does your current marketing agency offer a performance management service?

Shane Tyler
Great write up Anthony! Being able to spot trends in web traffic or knowing when to alert clients to 'staff up' on certain occasions makes performance management a 'must have' in today's digital marketing arena.
Ashley Mabery
What good is a lead if it doesn't convert to sales. Having the proper process internally allows a dealer to be confident that they can now hold their digital marketing agencies accountable. Most digital marketing companies these days want to hide behind VDPs and blame the dealer for not selling cars. Having a digital marketer that is willing to show provide you with full attribution and provide an industry profession to assist you to improve your internal processes, is not just a lead provider it is a partner to your business and your success.

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