This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
The document provides tips for effectively summarizing a client's current situation and desired situation in order to make recommendations. It advises asking open-ended questions about the client's business model, marketing efforts, and personal goals to understand where they are today and where they want to be. Understanding both the current and desired situations allows one to define a roadmap to help clients achieve their objectives. Sample questions are provided to evaluate the client's current situation in their business, marketing, and individual priorities as well as questions to understand their desired situation and priorities for the future.
Google Digital Marketing Crossword PuzzleRalph Paglia
This document is a crossword puzzle containing common terms from digital marketing. Across and down clues are provided to fill in the boxes with terms like: search engine marketing, traffic acquisition, mobile device, pay-per-click, organic listings, URL, social media, unique visitor, session, ranking, landing page, search engine optimization, link, paid listings, and query. Completing the crossword requires knowledge of these fundamental digital marketing concepts and terms.
Google: Building Mobile Sites | Best PracticesRalph Paglia
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
The document is a guide to the new Google AdWords experience. It provides an overview of the new interface and features, including improved reporting, new campaign types, and streamlined access to tools and settings. The guide walks through how to navigate the new interface, find key areas and make changes. It also covers troubleshooting issues like fixing disapproved ads or suspended sites.
This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.
This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
The document provides tips for effectively summarizing a client's current situation and desired situation in order to make recommendations. It advises asking open-ended questions about the client's business model, marketing efforts, and personal goals to understand where they are today and where they want to be. Understanding both the current and desired situations allows one to define a roadmap to help clients achieve their objectives. Sample questions are provided to evaluate the client's current situation in their business, marketing, and individual priorities as well as questions to understand their desired situation and priorities for the future.
Google Digital Marketing Crossword PuzzleRalph Paglia
This document is a crossword puzzle containing common terms from digital marketing. Across and down clues are provided to fill in the boxes with terms like: search engine marketing, traffic acquisition, mobile device, pay-per-click, organic listings, URL, social media, unique visitor, session, ranking, landing page, search engine optimization, link, paid listings, and query. Completing the crossword requires knowledge of these fundamental digital marketing concepts and terms.
Google: Building Mobile Sites | Best PracticesRalph Paglia
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
The document is a guide to the new Google AdWords experience. It provides an overview of the new interface and features, including improved reporting, new campaign types, and streamlined access to tools and settings. The guide walks through how to navigate the new interface, find key areas and make changes. It also covers troubleshooting issues like fixing disapproved ads or suspended sites.
This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.
Genuine google seo checklist top secretRalph Paglia
The document provides an optimization checklist for various marketing objectives and tactics in Google AdWords. It lists best practices for optimizing search campaigns, display campaigns, TrueView video ads, bidding strategies, targeting, mobile sites, and more. The checklist notes that the recommendations are not guaranteed to improve performance and should be used at the advertiser's discretion. The most up-to-date version can be found on google.com/partners.
This document provides a checklist of digital growth strategies for e-commerce businesses, including branding, social media management, email marketing, content marketing, search engine optimization, online reputation management, and digital advertising strategies like pay per click advertising and search engine advertising. It also includes recommendations around ecommerce website development, mobile commerce, warehouse integration, analytics, and ensuring a complete digital presence and strategy.
Digital and physical touchpoints in the automotive industryRalph Paglia
1. The automotive industry is undergoing a digital transformation, with OEMs investing heavily in digital solutions to sell vehicles and services online as consumers expect seamless experiences across digital and physical channels.
2. However, most customers still want some physical interactions, like seeing vehicles in person before purchasing. OEMs must balance digital and physical touchpoints to meet evolving consumer expectations.
3. Providing a seamless omnichannel experience across all customer interactions will be key to success. OEMs must integrate their digital and physical systems to ensure smooth transitions between channels.
The document discusses an excerpt from the book "42 Rules of Social Media for Small Business" which provides rules and guidance for using social media effectively for small businesses. It describes the changing context of communication as new technologies have emerged and how social media is affecting personal and global communication. The excerpt emphasizes that understanding principles of online communication is more important than chasing the latest trends and that small businesses should focus on select social media platforms and stick with them to make an impact.
Google dealer guidebook best practices completeRalph Paglia
The document provides guidance for dealers and agency partners on optimizing their use of Google's products. It is organized into four pillars: Fundamentals, Basics, Differentiators, and Growth Levers. The Fundamentals section focuses on basic but important tactics like prioritizing website speed and simplicity. The Basics section outlines tested growth strategies for paid search, display, and audience targeting like maximizing brand search and location-based targeting. The Differentiators section presents advanced strategies in these areas. The Growth Levers section explores emerging tactics for measurement and automation. The goal is to help partners prioritize Google's products based on their marketing objectives and digital maturity.
This document provides recommendations for Triumph Motorcycles to harness digital media to drive sales and brand awareness. It discusses how media consumption has shifted online and the benefits of a modern digital advertising approach using paid search, retargeting, and attribution modeling. It also stresses the importance of continuing traditional media efforts while leveraging relationships, and monitoring social media to understand brand perceptions. A three-step plan is proposed focusing on optimizing digital advertising, partnering with publishers, and initiating social listening.
Toyota kc region dealer summit presentationRalph Paglia
Ralph Paglia presented at a Toyota dealer summit on digital marketing and internet sales challenges. He discussed how 5 Toyota dealers in the Kansas City region stood out for better website content marketing and higher website visitor to contact conversion rates. Paglia also covered how setting up social media sharing and online reviews can help dealers, and the importance of lead management practices like direct phone contact and follow up to increase sales closing ratios from internet leads. He emphasized that increasing closing ratios requires more than just timely response, but showing genuine interest in customers and their needs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Tips modular strategy for digital marketingRalph Paglia
Traffic to a website is generated through marketing, search engine optimization, and referrals. Interactive content like inventory and forms allows customers to interact. The process refers to how dealers respond to leads through email and phone techniques. Sales activities happen after leads become showroom visitors. Effectiveness is measured by unique visitors, form submissions, appointment shows, and closing ratios.
The mercedes benz x-class concept pickup truck is hereRalph Paglia
Mercedes-Benz unveiled the X-Class concept pickup truck. The X-Class will be the first "premium" pickup and is intended to fill a gap in Mercedes' product portfolio. It will compete in growing midsize pickup markets globally but not in the US, where Detroit automakers dominate. The X-Class concept emphasizes luxury and off-road capability and will enter production in late 2017 with diesel power and all-wheel drive.
Seo in a mobile first era markteters editionRalph Paglia
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or mobile-specific site, optimizing page speed, implementing AMP pages, ensuring accessible mobile content, adding relevant structured data, and tracking mobile search queries and performance. The overall message is that mobile-first practices are crucial as search becomes increasingly dominated by mobile users.
Seo strategies for car dealers by matt osuchRalph Paglia
This document summarizes an SEO presentation for car dealers given by Matthew O'Such of PCG Digital Marketing. It discusses basic SEO techniques like keyword research, meta tagging, and social media. It then covers three advanced techniques: utilizing an umbrella/group website to push more assets to page one; microformatting with rich snippets to help search engines understand the business; and citation and link building for local SEO. The presentation concludes with a discussion of Google Analytics filters and segments to better measure SEO performance.
The document discusses various digital marketing solutions and analytics tools provided by ADP to automotive dealerships. It highlights features like search engine optimization, paid search advertising, display advertising, website analytics, lead management, and tools for online financing, video hosting, email marketing, live chat, and more. The goal is to help dealers engage online customers and drive higher conversion rates throughout the car buying process.
Rand Fishkin presented data on key changes in the search landscape in 2017, including:
- Google handles over 2 trillion searches per year on Google.com alone. The average searcher does 3.4 queries per day on desktop and mobile.
- Many searches now result in direct answers in features like featured snippets instead of search results clicks.
- Google increasingly understands searchers' implied intent through location, device data, search history and more to deliver personalized results.
- Voice assistants pose a larger threat than voice search as they aim to provide answers directly without search results.
- The future of net neutrality remains uncertain but could significantly impact which sites see traffic if ISPs prioritize certain sites.
Ncm metropolitan 20 group digital advertisingRalph Paglia
This document provides an introduction to Ralph Paglia of ADP Dealer Services and outlines his expertise in digital marketing, advertising, and lead management for automotive dealerships and companies. It then discusses several aspects of the Ford Lincoln Mercury Digital Marketing Team's approach to digital advertising, including operating in a complex digital marketplace, using a three-tiered advertising approach, digital advertising placement options, and support resources available to dealerships. The document aims to educate dealerships on the value and opportunities of digital advertising through the Ford Lincoln Mercury program.
Must do digital marketing for franchisesRalph Paglia
Liane Caruso and Josh Ades presented on must-do digital marketing for franchises. They discussed how traditional franchise marketing is shifting more to digital approaches. Their presentation included a checklist of digital marketing tactics that franchises should focus on, such as managing online listings and reviews. They explained how digital marketing can drive customers to physical locations through search engine results and reviews. The presenters also covered demonstrating return on investment from digital marketing efforts like generating leads and building brand awareness. They concluded by taking questions from the audience.
This document summarizes Rand Fishkin's presentation on link building strategies and Google's evolving approach to link evaluation. It discusses how Google is moving from individual link factors to machine learning models that analyze aggregate searcher behavior data and deep learning to identify good vs bad links. Fishkin then outlines several long-term strategic link building approaches like building communities, pursuing press and partnerships, embedding content, and prioritizing content marketing. He argues these scalable approaches are better than manual link acquisition tactics.
The document discusses using Google's digital marketing platforms to set up advertising campaigns for Ford dealers. It provides examples of setting up radio, newspaper, and display ad campaigns on Google that achieve lower costs per spot than traditional methods. It also discusses using Google tools to connect with consumers during online searches and on websites through search, display, and video ads.
Google continues to dominate search and increase its share. According to data, Google's share of searches grew from 58.9% to 64.8% between October 2016 and May 2017, an increase of 5.9 percentage points. Other major players like Yahoo and Bing lost share over this period. Google also dominates as a traffic referrer, responsible for over 60% of all referrals in May 2017. However, the distribution of traffic varies among top referrers, with Facebook and YouTube focusing more on top domains.
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
Genuine google seo checklist top secretRalph Paglia
The document provides an optimization checklist for various marketing objectives and tactics in Google AdWords. It lists best practices for optimizing search campaigns, display campaigns, TrueView video ads, bidding strategies, targeting, mobile sites, and more. The checklist notes that the recommendations are not guaranteed to improve performance and should be used at the advertiser's discretion. The most up-to-date version can be found on google.com/partners.
This document provides a checklist of digital growth strategies for e-commerce businesses, including branding, social media management, email marketing, content marketing, search engine optimization, online reputation management, and digital advertising strategies like pay per click advertising and search engine advertising. It also includes recommendations around ecommerce website development, mobile commerce, warehouse integration, analytics, and ensuring a complete digital presence and strategy.
Digital and physical touchpoints in the automotive industryRalph Paglia
1. The automotive industry is undergoing a digital transformation, with OEMs investing heavily in digital solutions to sell vehicles and services online as consumers expect seamless experiences across digital and physical channels.
2. However, most customers still want some physical interactions, like seeing vehicles in person before purchasing. OEMs must balance digital and physical touchpoints to meet evolving consumer expectations.
3. Providing a seamless omnichannel experience across all customer interactions will be key to success. OEMs must integrate their digital and physical systems to ensure smooth transitions between channels.
The document discusses an excerpt from the book "42 Rules of Social Media for Small Business" which provides rules and guidance for using social media effectively for small businesses. It describes the changing context of communication as new technologies have emerged and how social media is affecting personal and global communication. The excerpt emphasizes that understanding principles of online communication is more important than chasing the latest trends and that small businesses should focus on select social media platforms and stick with them to make an impact.
Google dealer guidebook best practices completeRalph Paglia
The document provides guidance for dealers and agency partners on optimizing their use of Google's products. It is organized into four pillars: Fundamentals, Basics, Differentiators, and Growth Levers. The Fundamentals section focuses on basic but important tactics like prioritizing website speed and simplicity. The Basics section outlines tested growth strategies for paid search, display, and audience targeting like maximizing brand search and location-based targeting. The Differentiators section presents advanced strategies in these areas. The Growth Levers section explores emerging tactics for measurement and automation. The goal is to help partners prioritize Google's products based on their marketing objectives and digital maturity.
This document provides recommendations for Triumph Motorcycles to harness digital media to drive sales and brand awareness. It discusses how media consumption has shifted online and the benefits of a modern digital advertising approach using paid search, retargeting, and attribution modeling. It also stresses the importance of continuing traditional media efforts while leveraging relationships, and monitoring social media to understand brand perceptions. A three-step plan is proposed focusing on optimizing digital advertising, partnering with publishers, and initiating social listening.
Toyota kc region dealer summit presentationRalph Paglia
Ralph Paglia presented at a Toyota dealer summit on digital marketing and internet sales challenges. He discussed how 5 Toyota dealers in the Kansas City region stood out for better website content marketing and higher website visitor to contact conversion rates. Paglia also covered how setting up social media sharing and online reviews can help dealers, and the importance of lead management practices like direct phone contact and follow up to increase sales closing ratios from internet leads. He emphasized that increasing closing ratios requires more than just timely response, but showing genuine interest in customers and their needs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Tips modular strategy for digital marketingRalph Paglia
Traffic to a website is generated through marketing, search engine optimization, and referrals. Interactive content like inventory and forms allows customers to interact. The process refers to how dealers respond to leads through email and phone techniques. Sales activities happen after leads become showroom visitors. Effectiveness is measured by unique visitors, form submissions, appointment shows, and closing ratios.
The mercedes benz x-class concept pickup truck is hereRalph Paglia
Mercedes-Benz unveiled the X-Class concept pickup truck. The X-Class will be the first "premium" pickup and is intended to fill a gap in Mercedes' product portfolio. It will compete in growing midsize pickup markets globally but not in the US, where Detroit automakers dominate. The X-Class concept emphasizes luxury and off-road capability and will enter production in late 2017 with diesel power and all-wheel drive.
Seo in a mobile first era markteters editionRalph Paglia
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or mobile-specific site, optimizing page speed, implementing AMP pages, ensuring accessible mobile content, adding relevant structured data, and tracking mobile search queries and performance. The overall message is that mobile-first practices are crucial as search becomes increasingly dominated by mobile users.
Seo strategies for car dealers by matt osuchRalph Paglia
This document summarizes an SEO presentation for car dealers given by Matthew O'Such of PCG Digital Marketing. It discusses basic SEO techniques like keyword research, meta tagging, and social media. It then covers three advanced techniques: utilizing an umbrella/group website to push more assets to page one; microformatting with rich snippets to help search engines understand the business; and citation and link building for local SEO. The presentation concludes with a discussion of Google Analytics filters and segments to better measure SEO performance.
The document discusses various digital marketing solutions and analytics tools provided by ADP to automotive dealerships. It highlights features like search engine optimization, paid search advertising, display advertising, website analytics, lead management, and tools for online financing, video hosting, email marketing, live chat, and more. The goal is to help dealers engage online customers and drive higher conversion rates throughout the car buying process.
Rand Fishkin presented data on key changes in the search landscape in 2017, including:
- Google handles over 2 trillion searches per year on Google.com alone. The average searcher does 3.4 queries per day on desktop and mobile.
- Many searches now result in direct answers in features like featured snippets instead of search results clicks.
- Google increasingly understands searchers' implied intent through location, device data, search history and more to deliver personalized results.
- Voice assistants pose a larger threat than voice search as they aim to provide answers directly without search results.
- The future of net neutrality remains uncertain but could significantly impact which sites see traffic if ISPs prioritize certain sites.
Ncm metropolitan 20 group digital advertisingRalph Paglia
This document provides an introduction to Ralph Paglia of ADP Dealer Services and outlines his expertise in digital marketing, advertising, and lead management for automotive dealerships and companies. It then discusses several aspects of the Ford Lincoln Mercury Digital Marketing Team's approach to digital advertising, including operating in a complex digital marketplace, using a three-tiered advertising approach, digital advertising placement options, and support resources available to dealerships. The document aims to educate dealerships on the value and opportunities of digital advertising through the Ford Lincoln Mercury program.
Must do digital marketing for franchisesRalph Paglia
Liane Caruso and Josh Ades presented on must-do digital marketing for franchises. They discussed how traditional franchise marketing is shifting more to digital approaches. Their presentation included a checklist of digital marketing tactics that franchises should focus on, such as managing online listings and reviews. They explained how digital marketing can drive customers to physical locations through search engine results and reviews. The presenters also covered demonstrating return on investment from digital marketing efforts like generating leads and building brand awareness. They concluded by taking questions from the audience.
This document summarizes Rand Fishkin's presentation on link building strategies and Google's evolving approach to link evaluation. It discusses how Google is moving from individual link factors to machine learning models that analyze aggregate searcher behavior data and deep learning to identify good vs bad links. Fishkin then outlines several long-term strategic link building approaches like building communities, pursuing press and partnerships, embedding content, and prioritizing content marketing. He argues these scalable approaches are better than manual link acquisition tactics.
The document discusses using Google's digital marketing platforms to set up advertising campaigns for Ford dealers. It provides examples of setting up radio, newspaper, and display ad campaigns on Google that achieve lower costs per spot than traditional methods. It also discusses using Google tools to connect with consumers during online searches and on websites through search, display, and video ads.
Google continues to dominate search and increase its share. According to data, Google's share of searches grew from 58.9% to 64.8% between October 2016 and May 2017, an increase of 5.9 percentage points. Other major players like Yahoo and Bing lost share over this period. Google also dominates as a traffic referrer, responsible for over 60% of all referrals in May 2017. However, the distribution of traffic varies among top referrers, with Facebook and YouTube focusing more on top domains.
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
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Auto News Digest C R M Success For Car Dealers
1. Article Archive Page 1 of 2
3/4/2008 CRM Success, Ralph Paglia
In August 2005 I had the privilege of going to work for the largest sales volume and
revenue Chevrolet dealership in the world, Courtesy Chevrolet in Phoenix, AZ. Based on
my previous 24 years of experience in developing "CRM Programs" for both dealerships
and car companies, I knew that effectively communicating the concept of a CRM Profit
Center to Courtesy's entire management was one of my first essential objectives. This
brief article was originally used to introduce Courtesy Chevrolet's management team to
the 5 most essential results measurements that must be tracked if ANY dealership is to be
successful in managing their CRM activities as a source of incremental profits... A CRM
Profit Center. view article
http://www.automotivedealersnetwork.com/ArticleArchive.html 3/4/2008
2. CRM Success http://www.automotivedealersnetwork.com/Articles/CRMSuccess.html
SUPERIOR DEALER SOLUTIONSsm
CRM Success(continued)
Let me begin by assuring you that dealerships which have been successful
with CRM from a Profit Center approach usually develop additional
measures to these 5, but the more sophisticated measurements are
not useful without these five. Additionally, keep in mind that these 5 key
measurements (metrics) must be tracked for each category of CRM activities.
There are many sub-categories, especially in Service CRM that we must
track, but here’s an illustration that displays the 8 general CRM categories:
As you can see, there are 4 Inbound
(customer initiated) and 4 Outbound
(dealer initiated) CRM Process
Categories. At the dealership
management level, a summary report
of CRM activities within each of these
8 buckets should be reviewed weekly,
or at the very least monthly. I also
want to point out that the Inbound
Showroom category is best looked at
from a customer information capture
perspective within an overall CRM
program.
For every other type of CRM Process Category, here are the 5 Key Measurements:
Quantity of Customers Contacted within the measured time period (monthly is most common)
Quantity of Appointments Scheduled for a Showroom or Service Visit to the Dealership
Quantity of Customers included in Metric #1 that showed up at the dealership for Sales or
Service, whether or not they had an appointment included in #2
The Number of Vehicles Sold to Customers in #3, or the Total Parts and Labor Revenue from all
RO’s written to the Customers included in #3
The Total Gross Profit (front and back) on the Vehicle Sales in #4, and the Total Profits by Parts
and Labor from the Repair Order revenue measured in #4.
It has been my experience that although just about every manager sees the importance of measuring
these 5 results of CRM activities within each category, but other than Internet, very few dealerships do it.
Then there are the dealership managers who “get it”… These are the ones that show up at one of our
CRM seminars and bring these 5 measurements with them, broken out into several categories of
activities or CRM campaigns resulting from data mining programs. And, the ones that are in the top 10%
1 of 1 of all dealerships in regards to CRM performance will analyze each CRM category and data mining 3/4/2008 8:02 AM
3. CRM Success Page 1 of 3
SUPERIOR DEALER SOLUTIONSsm
As you can see, there are 4 Inbound
(customer initiated) and 4 Outbound
(dealer initiated) CRM Process
Categories. At the dealership
management level, a summary report
of CRM activities within each of these
8 buckets should be reviewed weekly,
or at the very least monthly. I also
want to point out that the Inbound
Showroom category is best looked at
from a customer information capture
perspective within an overall CRM
program.
campaign with some of the following performance ratios that are made possible by these 5 key metrics:
http://www.automotivedealersnetwork.com/Articles/CRMSuccess.html 3/4/2008
4. CRM Success Page 2 of 3
Without the 5 Key CRM Measurements, we could not see these analytics, or use them to manage
our CRM activities. But, why are these performance ratios important? Let me list some of the more basic
reasons and a few examples of how managers in dealerships use these ratios:
Appointments Made to Opportunity; this is simply the volume of appointments generated by that
specific CRM process or campaign divided by the total number of customers contacted. Whether this is an
Inbound or an Outbound CRM Process, the percentage of appointments generated reflects the effectiveness
of our process execution and the techniques or tactics used. For example, if Salesperson #1 takes sales
calls 6 hours per week and generates 5 appointments scheduled from 20 phone calls, he has a 25%
appointment ratio. If Salesperson #2 takes 30 incoming sales calls, and generates 6 appointments, then he
has a 20% appointment ratio.
Dealer Visits to Appointments Scheduled; this is in most cases the “Show Ratio” on appointments
scheduled. However, there are some stores where the volume of customers contacted through a CRM
process that show up at the dealership will exceed the total appointments scheduled, This results in a Show
Ratio exceeding 100%, which is an indicator that the CRM process being measured is not focusing on
seeking agreement from the customer to come into the dealership. This ratio should never be 100% or
higher, which indicates weak appointment seeking tactics within that category. Likewise, if we see a 50%
show ratio, then we need to establish better appointment confirmation processes, such as an email
confirmation of the appointment with door-to-door directions to the dealership from the customer’s address.
Dealer Visit Closing Ratio; for the Sales CRM Categories, this performance measurement evaluates
the effectiveness of your sales department’s appointment reception and sales processes. If we see that
Salesperson #1 has handled 20 Internet Sales Appointments that showed up in a month, and sold 5 cars,
then he has a closing ratio of 25% on that type of appointment. If Salesperson #2 handled 20 Internet Sales
Appointments that showed up and sold 10 cars, then #2 has a 50% closing ratio on Internet Appointments
that show up… Who do you want getting these appointments in your store?
Profit Per Customer Contact; this analytic allows dealership managers to see the relative value of
each CRM Category with each other category. For example, if we have a limited staff of people available for
outbound CRM campaigns, we will assign them to the Outbound CRM categories that have proven to be the
most profitable. When those high profit activities have been completed, we can tackle the lesser profitable
ones with any remaining time.
Let me close by showing a partial illustration (Outbound CRM only)
of the 5 Key CRM Metrics listed in a simple Excel Spreadsheet format:
http://www.automotivedealersnetwork.com/Articles/CRMSuccess.html 3/4/2008