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Would you pay $16,000.00 a month for 20 leads? According to Daniel Kim, founder of Orbee he discovered a dealership in California doing just that. The dealership was using a company for their email marketing which Daniel did not mention the name. According to Google Analytics the dealership received 6 Thousand hits to their website from the email company they were using. Sounds too good to be true doesn’t it? After Orbee reviewed the data for the dealership they discovered that out of the 6 Thousand hits they received, 4 Thousand of those hits were from BOT Traffic. When the smoke finally cleared...

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...