1

Stop Drowning in Data:

The Metrics That Matter

By: Vickie Gibbs, GM Albright Digital

October 24, 2012

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

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

3

Spending in Line with Time Spent Except for Print and Mobile

4

Smartphone Sales Outpacing PCs

5

Mobile is Still Early… But Growing!

6

Smartphones Assisting in Purchase Decisions

7

Americans Now Spend More Time on Social Networks Than Portals

8

Google, Not Social, Driving Online Commerce

9

Online Dealer Reviews Very Influential…

10

… Even More So Than Referrals and Location

11

The Right Part of the Story…

Where are users and what is driving sales?◦ TV, Online ◦ NOT Print

Where are users and what is influencing sales◦ Online Reviews◦ Social, Portals

What role does mobile play?◦ Influencing sales◦ Increasingly important tool for users during the

purchase process and information post-sale

12

You Can’t Manage What You Can’t Measure

13

Various Advertising Works Together to Achieve Sales

GeneralBranding

BuildConsideration Set

Make DealershipDecision

Classify your Marketing Programs

Branding DirectResponse

Facebook

Twitter

Online Review

TV

Radio

LocalOnline

AutoTrader/ Cars.com /EdmundsSEO

SEM

Craig’s List/ eBay

Your Website

Adv on siteslike 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

MeasureEvaluate

Optimize or Discontinu

e

Improving Google+ Local 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, and tool to encourage customers to review

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: Select the best website incentive lead capture

solution: 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