Presentation at the Houston AMA Turning Analytics into Insights on 5/2/2013.

1. Houston AMA– Turning Analytics into Actionable Insights
Myles Rose – Marketing Analytics & Digital Media Manager
May 2, 2013
1

2. Gulf States Toyota
> Independent Toyota distributor
> All new Toyotas & Scions sold in Texas, Oklahoma, Louisiana, Arkansas
& Mississippi pass through the GST processing center
> 154 dealers in 5 states
> 12% of national Toyota sales & 33% of Toyota Truck Sales
> 2012- 200K+ vehicles sold

3. Unique Challenges in the Online Car Business
> Long or short buying consumer buying cycle
> Not permitted to sell the product online
> Dealer, not the manufacturer, has the exclusive right to sell the vehicle
> Limited visibility of the customer on the National Toyota website and on
dealer websites

4. GST’s Digital Space
> BuyaToyota.com - Regional website for auto shoppers in GST territory
> Goal is to generate digital/foot traffic (leads) to dealers
> Traffic drivers – Toyota.com, TV ads, Digital media, CRM efforts.

5. Analytics Reporting – Tag everything you can
> Google Analytics – Enterprise-class analytics for free!

6. What’s the Goal?

7. GA Reporting – Set up Goals/Events

8. GA Reporting – City/DMA

9. GA Reporting – Advanced Segmentation
> Useful for segmenting new/returning visitors, mobile/desktop, English/Spanish
visitors, etc.

10. GA Reporting – Referrer & Goal Conversions
> Useful for segmenting new/returning visitors, mobile/desktop, English/Spanish
visitors, etc.

11. > Identify key offline shopping behaviors in the online world (KPIs)
> Measure – GA, DART floodlight tags, Google Tag Manager
> Assign valuations to each online behavior
> Use the real world equivalent monetary value of the action
Using Monetary Equivalents to Optimize Media

12. Media Optimizations
> Which levers can I pull to enhance the overall campaign results?

13. Attribution – The last click problem

14. 9.8%
Conversion
9.5%
10%
10%
Conversion
Rate
Conversion
6.5%
Conversion
Rate
Email
Email
Attribution Methodology

15. DATA DRIVEN
(Probabilistic)
30%10%15%45%
Conversion
Advanced Attribution

16. THANK YOU
&
Who needs a new Toyota?
16www.linkedin.com/in/mylesbrose/