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Stop drowning in data 032013
1. The document discusses how to focus marketing efforts on the most important metrics and the parts of the story that drive sales. 2. It recommends measuring the right metrics for each marketing program and experimenting with new tactics while evaluating results to optimize programs over time. 3. Examples are provided of how one dealership improved their Google+ score through review management, increased website leads through testing different content, and optimized website conversion.
Stop drowning in data 032013
- 1. Stop Drowning inData: The Metrics That Matter By: Vickie Gibbs, GM Albright Digital March 20, 2013 1
- 2. Take Aways … 1. What’s Important: The Right Part of the Story 2. Measurement: How to Identify and Measure The Right Metrics 3. Experimentation: How and Why It Drives Success 2
- 3. TV Still BiggestCategory with Online Close Behind … Print Falling Fast 3
- 4. Spending in Linewith Time Spent Except for Print and Mobile 4
- 5.
- 6. Mobile is StillEarly… But Growing! 6
- 7. Smartphones Assisting in Purchase Decisions 7
- 8. Americans Now SpendMore Time on Social Networks Than Portals 8
- 9. Google, Not Social,Driving Online Commerce 9
- 10. Online Dealer ReviewsVery Influential… 10
- 11. … Even MoreSo Than Referrals and Location 11
- 12. The Right Partof the Story… } Where are users and what is driving sales? ◦ TV, Online ◦ NOT Print } Where are users and what is driving sales online? ◦ Google (driver) ◦ Online Reviews, Social, Portals (influencers) } What role does mobile play? ◦ Influencing sales ◦ Increasingly important tool for users during the purchase process and information post-sale 12
- 13. You Can’t ManageWhat You Can’t Measure 13
- 14. Various Advertising Works Togetherto Achieve Sales General Build Make Dealership Branding Considera0on Set Decision
- 15. Classify your MarketingPrograms AutoTrader/ Your Website Cars.com / SEO Edmunds TV Adv on sites like Cars.com Local Branding Online SEM Direct Twi,er Radio Response Online Review Craig’s List/ Facebook eBay
- 16. Different Metrics… Branding Direct Response } Goal: Share of voice } Goal: Direct sales } Measure: You vs Your } Measure: Program -> Competition Action -> Sales } Long term impact } Short term impact } Influencer of decision } Purchase driver } Focus on people in } Focus on people in your your target target demographic in demographic purchase process
- 17. Metrics by MarketingProgram Program Metrics TV/ Radio • Share of voice • Opportunity to deliver your message/ point of differentiation to your target market • How much ad time do you have compared to your competition? • Amount of showroom traffic driven by promotion incentives or programs in ad Auto Portals (e.g., • Compare your presence to that of your competition Autotrader, • What is your location in search results compared to Cars.com, Edmunds) your competition? • Examine the amount of traffic to your dealer page and VDPs (compared to competition if possible) Social (Facebook, • Share of voice compared to competition Twitter) • # of followers/ # of fans • Engagement of users: reach, comments, shares • Great opportunity to get your message of 17 differentiation across to users
- 18. Metrics by MarketingProgram Program Metrics SEO • Content drives ranking for organic search results • Long term impact when make changes for SEO • First select the terms you want to rank highly on – this should be done in context with your competition and your points of differentiation as well as what is most important to your users (choose terms that have high search traffic) • Work with firm to create content and design site to support good SEO for those target terms • Baseline + measure rank of those terms every 60-90 days SEM • ROI • CTR -> Leads -> Sales • Examine by site (search engine) • Examine by keyword • Target your brand, but also other strategic keywords • Understand which sites and keywords are driving 18 leads, not just traffic
- 19. Metrics by MarketingProgram Program Metrics Online Reviews • # of Reviews (Google+ Local, Yelp, • Score/ Rank Cars.com, Edmunds, • Recency of reviews etc.) • Focus on those that are most important to your consumers (examine traffic to the sites) Your Website • ROI • Traffic -> Leads -> Sales • Users at your site should convert at a higher rate – do everything to capture leads at your site 3rd Party Lead • ROI Providers • Leads -> Sales • Look at conversion by provider and cost to determine most effective channels • Work with vendors to improve if possible Listing Services (e.g., • ROI eBay, Craigs List) • # of Listings -> Leads -> Sales • Improve listing to increase # of Leads 19
- 20. Try New Things… Optimize or Experiment Discontinue Evaluate Measure
- 21. Improving Google+ Score } Problem: No rank on Google+ Local, no customer testimonials for website or Facebook } Solution: ◦ Implemented review management solution to provide notifications of new reviews, tracking of scores on 3rd party sites, a tool to encourage customers to review, and training } Results: ◦ In 3 months, obtained over 45 internal reviews for website and Facebook ◦ In 3 months, obtained 28 reviews across both dealership on Google+ Local, and a rank of 28 out of 30 and 30 out of 30
- 22. Choose Best WebsiteIncentive Lead Capture Solution } Problem: Pop-up coupon vs behaviorally targeted slider } Solution: ◦ Turned off pop-up coupon ◦ Implemented website slider to present targeted calls-to- actions to customers based on browsing behavior } Results: ◦ Website slider produced twice as many sales as the pop-up coupon ◦ Continued to optimize slider by testing colors & calls to action
- 23. Improving Conversion on Website } Problem: Capture more leads from the website } Solution: ◦ Implemented website slider to present targeted calls-to- actions to customers based on browsing behavior ◦ Tested different calls to action and colors – analyzed results to determine which ones to implement on a permanent basis } Results: ◦ Increase in website leads due to slider = 34% ◦ Increase in website sales due to slider = +20%
- 24. Conclusions } Pay attention to the right part of the story } Measure the right metrics for each program, and optimize over time } Determine strategic areas of focus and experiment with new programs and tactics } Vickie Gibbs, vgibbs@albrightdigital.com, @AlbrightDigital, @VGCBC