Stop Drowning in Data: The Metrics That Matter By: Vickie Gibbs, GM Albright Digital

1. Stop Drowning in Data:The Metrics That MatterBy: Vickie Gibbs, GM Albright Digital October 24, 2012 1

2. What You Will Learn You can’t manage, what you don’t measure • Context – What advertising is most important • Integrated Marketing – How different marketing programs work together to influence sales • Key Performance Indicators (KPIs) – Metrics for various marketing programs • Case Studies – Tactics for improving metrics

3. Spending in Line with Time Spent Except for Print and Mobile

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

5. Facebook is the Most Popular Social Network by Far

6. Google, not Social, Driving Online Commerce

7. Smartphone Sales Outpacing PCs

8. Smartphones Assisting in Purchase Decisions – Not Driving Sales

9. How to Use Your Advertising • Where are users and what is driving sales? • TV, Radio, Online • Where are users and what is influencing sales? • Social, Mobile

10. Various Advertising Works Together to Achieve Sales Build Consideration Set General Branding Make Dealership Decision

11. Classify your Marketing Programs AutoTrader/ Cars.com / Edmunds Your Website Adv on sites like Cars.com SEO TV Branding Local Online Direct Response SEM Twitter Radio Online Review Craig’s List/ eBay Facebook

12. Key Differences in Programs 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

13. Metrics by Program

14. Measuring Success: Local Advertising • Branding Goal: Greater share of voice than competition; imprint your key message • Direct Response Goal: Bring customers into the dealership (sales or service) • What to measure? • Competition presence in each – what is your share of voice compared to your key competitors? • # of in showroom appointments & leads related to events or promotions communicated via Radio, TV, online

15. Measuring Success: Auto Portals • Branding programs • Cars.com, AutoTrader.com, Edmunds.com • Goal: Greater share of voice than competition • What to measure? • Competition presence: Basic or premium sponsor? Location in search results? • Amount of traffic to dealer page and vehicle detail pages (compared to competition if possible)

16. Measuring Success: Online Reviews • Branding programs • Online reviews on top sites that influence car shoppers: Cars.com, Edmunds, Google+ Local, Yelp, Yahoo Local, CitySearch • Goal: Better score than competition • What to measure? • Review rank or score as compared to top competitors • # of reviews as compared to competition • Recency of reviews

17. Measuring Success: Content • Branding through content discovery • SEO (Google, Bing, Yahoo), YouTube, Blog • Goal: Greater rank for content discovery • What to measure? • SEO rank for keyword targets on different sites • YouTube views and search ranking for target keywords • Shares/ views of blog content

18. Measuring Success: SEM • Direct Response through paid Search Engine Marketing (SEM) • Goal: Click Through Rate (CTR) from paid ads • What to measure? • CTR for ads • Traffic to website • Leads from website from SEM clicks

19. Measuring Success: Social • Branding programs • Twitter, Facebook • Goal: Greater share of voice than competition • What to measure? • Facebook - # of fans, reach of posts, # of comments / shares by users compared to competition • Twitter - # of followers, reach of posts, # of retweets/ comments by users compared to competition • Content effectiveness • How well do you engage your users?How does your content position you as an expert or support your point of differentiation (message)?

20. Measuring Success: Your Website • ROI on marketing spend • Direct Response Goal: Leads and sales from website • What to measure? • Traffic, leads, sales from each marketing channel • # of Sales / # of Leads for website (and each marketing channel if you have that level of detail) • Effectiveness of on site promotions to increase conversion of visitors to leads

21. Measuring Success: Third Party Lead Providers, Online Advertising • Direct Response through advertising or direct leads from 3rd party sites • Goal: 3rd Party Leads, Traffic to website • What to measure? • # of Sales/ # of Leads for each 3rd party provider • Traffic to website from 3rd parties and conversion to sales

22. Impacting Results

23. Improving SEM • Problem: Drive more traffic and sales with paid search engine marketing (SEM) • Solution: • Analyze current data • Target keywords with good traffic • Understand cost to achieve first page rankings for keywords before executing • Initially run test campaigns to evaluate how keywords convert to sales (measure) • Execute campaign based on budget and highest ROI keywords

24. Improving SEO • Problem: Drive more traffic and sales with organic search • Solution: • Analyze current data: • What keywords are driving high SEO traffic for you? • What keywords are driving high SEO traffic for your competitors? • What are you keyword opportunities to drive traffic? • Select target SEO keywords • Work to optimize your website content around those SEO keywords • Measure results in 60-90 days and make adjustments

25. 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%

26. 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

27. 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

28. Conclusions If you cannot measure it, you cannot understand whether or not something is effective Understand the goals for each of your marketing programs Based on your competition, develop a winning strategy that balances the right investment in branding and direct response programs Measure and optimize over time Vickie Gibbs, vgibbs@albrightdigital.com, @AlbrightDigital, @VGCBC