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.

1. Stop Drowning in Data:
The Metrics That Matter
By: Vickie Gibbs, GM Albright Digital
March 20, 2013
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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 Biggest Category with Online
Close Behind … Print Falling Fast
3

4. Spending in Line with Time Spent
Except for Print and Mobile
4

5. Smartphone Sales Outpacing PCs
5

6. Mobile is Still Early… But Growing!
6

7. Smartphones Assisting in
Purchase Decisions
7

8. Americans Now Spend More Time
on Social Networks Than Portals
8

9. Google, Not Social, Driving
Online Commerce
9

10. Online Dealer Reviews Very
Influential…
10

11. … Even More So Than Referrals
and Location
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12. 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
12

13. You Can’t Manage What You
Can’t Measure
13

14. Various Advertising Works
Together to Achieve Sales
General
Build
Make
Dealership
Branding
Considera0on
Set
Decision

15. Classify your Marketing Programs
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 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., • 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
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differentiation across to users

18. 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
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leads, not just traffic

19. Metrics by Marketing Program
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
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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 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

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