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I had an interesting conversation with a client today regarding attribution of sales in regards to marketing efforts. We all know dealerships want to attribute sales to a marketing effort in order to determine a return on their marketing investment. I do feel based on KPI's and sales reports dealers can get an idea of whether or not a marketing campaign is providing a "healthy," return, or if it simply is not working for them. My definition of ROI is simple, as I learned studying Finance in college, divide your net profit by your net assets, and you have your return....

It seems as of late the term"retargeting," has been a major buzz word in automotive digital marketing. GM's, E-commerce directors and BDC managers, love the concept of only sending an advertisement to customers who have already engaged with the dealership on some level, whether they visited their website, or opened an email they received earlier. While the concept may seem sexy, audience marketing is more valuable in my opinion. For example, at my company, CityTwist, we buy a list of automotive shoppers, within a dealerships PMA from R.L. Polk. We then target that list with 3 digital media, emails, banner/display ads, and...

It has come to my attention through years of working with dealers and walking them through their own individual Google Analytics accounts, as well as following Brian Pasch and the industry as a whole, most dealerships are not able to inspect their own Google Analytics. In fact, most General Manager's I have had the pleasure of working with did not know if they had Google Analytics, or what the log-in was. It had to be tracked down, or we had to set up a new account for the dealership. Throughout the years, I have learned the average GM wants to see...

Having the right expectations is critical when launching a new digital marketing campaign at your dealership. As most General Managers, e-commerce directors, and BDC directors know, they need to use Google Analytics in order to analyze the traffic to their website. But does Google Analytics tell the full story? It is critical when analyzing digital marketing that you look at more than just the cost per click, the time spent on your site from the clicks, and the bounce rate. How many total eyeballs were there on one of the ads delivered? How many people opened your email? How many people...

Highly abnormal web traffic to automotive dealership websites has led to recent investigations and research into conquest email advertising companies. Often times dealers are unaware of how to inspect their web traffic using reporting tools such as Google Analytics, which has resulted in many dealerships being left open to exploitation. Brian Pasch, founder and CEO of PCG Companies, is a leading digital advertising expert and respected automotive industry consultant. Pasch recently released the PCG Research Report on Email Conquest Marketing for the automotive industry. In his report, Pasch pinpoints some common and some not so common red flags occurring in the campaigns of ten conquest...