Post on 14-Apr-2017
Your Dealership is an !E-commerce Business.!It’s Time to Act Like It.!
Greg Geodakyan I Client Command I Chief Product Officer I gregg@clientcommand.com!
Key Takeaways!
What makes an ecommerce business?!
How to attract the right audience!
Ways to increase conversion!
Major trends within US Retailing!
1940’s – Mass Retailers!
1970’s – Value Players!
1990’s - Ecommerce!
Penske Automotive Group Inc.'s Preferred Purchase online shopping tool will be available on all 115 of its U.S. dealerships' websites by month end. (May 2016)
Large dealership groups such as AutoNation Inc. and Sonic Automotive have set up online storefronts that let consumers complete many facets of the typical transaction online.
General Motors’ Shop-Click-Drive program allows customers to find vehicles, negotiate prices and handle paperwork online.
Ecommerce in Automotive!
Ecommerce in Automotive!
Dealers Inventory!
Convert Attract
Attract
Attract
Results
Cost
Media Data
Mail, Email data comes from!
AGENCY DEMAND
SIDE (DSP)
SUPPLY SIDE (SSP)
EXCHANGE
SERVE THE AD
DATA (DMP)
Online data comes from!
Connect the devices!
Results
Cost
Media Data
Understand the Ad Tech!
Understand the Channels!
Offline: !• Don’t have multiple vendors use same offline
data sources!• Work with vendors that can get the biggest
media reach to offline audiences!Online:!
• Understand your vendors as much as you can!• Understand your data as much as you can!• Understand cross device capabilities as much
as you can
Quick Recap!
Results
Cost
Media Data
Average CPC Increase by Industry!
AdWords CPC Average!
$1.43!
Facebook CPC Average!
.34!
$0.83
$0.34
$- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90
Adwords Facebook
2.4x!
$1.43
$0.34
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
Adwords Facebook
4.2x!
Late to the Party.!
Results
Cost
Media Data
Marketing Dating!
Vendor B Vendor A
Audience & Data Sources
Media/Devices Targeted 2 2
1 1
25%
50%
75%
100%
0% Vendor B Vendor A Vendor A
= Budget % = Desired goal
Marketing Dating!
Vendor B Vendor A
= Budget % = Desired goal
25%
50%
75%
100%
0%
Marketing Dating!
Vendor B Vendor A
6-12 Month Cycle
25%
50%
75%
100%
0%
Marketing Dating!
6 – 12 Month Cycle!
Display Vendor A Vendor B Diff New Users 919 4,110 447%
All Goals 490 5,133 1048%
Time on Site 1:33 3:14 209% Bounce Rate 78.33% 46.00% -59%
Pages per Session 2.08 2.2 106% Leads 0 9 Goal 16 : VDP Views 231 853 369%
Goal 15 : SRP Views 256 4,266 1666%
AdWords Vendor A Vendor B Diff vs AdWords
$ 26,700.00 $ 3,825.00 $ 3,825.00 14%
New Users 4,591 919 4,110 447% 90%
All Goals 9,197 490 5,133 1048% 56%
Time on Site 4:23 1:33 3:14 209% 74%
Bounce Rate 25.54% 78.33% 46.00% 59% 180%
Pages per Session 5.85 2.08 2.2 106% 38%
Leads 60 0 9 15%
Goal 16 : VDP Views 3,205 231 853 369% 27%
Goal 15 : SRP Views 5,811 256 4,266 1666% 73%
Cost Comparison!
$5.95
$1.01
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Adwords Targeted Display
6x!
VDP
Convert
Results
Optimize
Understand
Website Analytics Platform!
Customer Analytics Platform!
Individual Journey!
Path Reports!
Path Reports!
Results
Optimize
Understand
DIY!
Vendors!
Results
Optimize
Understand
Convert
Convert
Convert
Convert
Convert
Convert
How am I moving my e-commerce business forward?
What is my conversion rate & how can I double it?
3 Questions!
Where is my online data coming from?
Contact info:!Full Name: Greg Geodakyan!
Company: Client Command!
Job Title: CPO!
Email: gregg@clientcommand.com!
Thank You :)!