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Stop Drowning in Data: The Metrics That Matter

By: Vickie Gibbs, GM Albright Digital

March 20, 2013

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

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TV Still Biggest Category with Online Close Behind … Print Falling Fast

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Spending in Line with Time Spent Except for Print and Mobile

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Smartphone Sales Outpacing PCs

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Mobile is Still Early… But Growing!

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Smartphones Assisting in Purchase Decisions

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Americans Now Spend More Time on Social Networks Than Portals

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Google, Not Social, Driving Online Commerce

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Online Dealer Reviews Very Influential…

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… Even More So Than Referrals and Location

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The Right Part of 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

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You Can’t Manage What You Can’t Measure

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Various Advertising Works Together to Achieve Sales

General  Branding  

Build  Considera0on  Set  

Make  Dealership  Decision  

Classify your Marketing Programs

Branding Direct Response

Facebook  

Twi,er  

Online  Review  

TV  

Radio  

Local  Online  

AutoTrader/    Cars.com  /  Edmunds  SEO  

SEM  

Craig’s  List/    eBay  

Your  Website  

Adv  on  sites  like  Cars.com  

Different Metrics…

}  Goal: Share of voice }  Measure: You vs Your

Competition }  Long term impact }  Influencer of decision }  Focus on people in

your target demographic

}  Goal: Direct sales }  Measure: Program ->

Action -> Sales }  Short term impact }  Purchase driver }  Focus on people in your

target demographic in purchase process

Branding Direct Response

Metrics by Marketing Program 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., Autotrader, Cars.com, Edmunds)

•  Compare your presence to that of your competition •  What is your location in search results compared to

your competition? •  Examine the amount of traffic to your dealer page and

VDPs (compared to competition if possible) Social (Facebook, Twitter)

•  Share of voice compared to competition •  # of followers/ # of fans •  Engagement of users: reach, comments, shares •  Great opportunity to get your message of

differentiation across to users 17

Metrics by Marketing Program 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

leads, not just traffic 18

Metrics by Marketing Program Program Metrics Online Reviews (Google+ Local, Yelp, Cars.com, Edmunds, etc.)

•  # of Reviews •  Score/ Rank •  Recency of reviews •  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 Providers

•  ROI •  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., eBay, Craigs List)

•  ROI •  # of Listings -> Leads -> Sales •  Improve listing to increase # of Leads 19

Try New Things …

Experiment

Measure Evaluate

Optimize or Discontinue

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

Choose Best Website Incentive 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

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%

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