IS20G9 Attendees Presentations

1. 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!

2. Key Takeaways!
What makes an ecommerce business?!
How to attract the right audience!
Ways to increase conversion!

3. Major trends within US Retailing!

4. 1940’s – Mass Retailers!

5. 1970’s – Value Players!

6. 1990’s - Ecommerce!

7. 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!

8. Ecommerce in Automotive!

10. Dealers Inventory!

15. ConvertAttract

16. Attract

17. Attract

18. Results
Cost
Media
Data

19. Mail, Email data comes from!

20. AGENCY
DEMAND
SIDE
(DSP)
SUPPLY SIDE
(SSP)
EXCHANGE
SERVE THE AD
DATA
(DMP)

21. Online data comes from!

22. Connect the devices!

23. Results
Cost
Media
Data

24. Understand the Ad Tech!

25. Understand the Channels!

26. 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!

27. Results
Cost
Media
Data

28. Average CPC Increase by Industry!

29. AdWords CPC Average!
$1.43!

30. Facebook CPC Average!
.34!

31. $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!

32. $1.43
$0.34
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
Adwords Facebook
4.2x!

33. Late to the Party.!

34. Results
Cost
Media
Data

35. Marketing Dating!
Vendor BVendor A
Audience & Data Sources
Media/Devices Targeted22
11

36. 25%
50%
75%
100%
0%
Vendor BVendor AVendor A
= Budget % = Desired goal
Marketing Dating!

37. Vendor BVendor A
= Budget % = Desired goal
25%
50%
75%
100%
0%
Marketing Dating!

38. Vendor BVendor A
6-12 Month Cycle
25%
50%
75%
100%
0%
Marketing Dating!
6 – 12 Month Cycle!

39. 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%

40. 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%

41. Cost Comparison!
$5.95
$1.01
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Adwords Targeted Display
6x!

42. VDP

43. Convert

44. Results
Optimize
Understand

46. Website Analytics Platform!

48. Customer Analytics Platform!

49. Individual Journey!

50. Path Reports!

51. Path Reports!

56. Results
Optimize
Understand

58. DIY!

59. Vendors!

60. Results
Optimize
Understand

61. Convert

62. Convert

63. Convert

64. Convert

65. Convert

66. Convert

68. 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?

69. Contact info:!
Full Name: Greg Geodakyan!
Company: Client Command!
Job Title: CPO!
Email: gregg@clientcommand.com!
Thank You :)!