On the latest episode of Auto Marketing Now, host Brian Pasch talks about the unique challenges dealer groups face when trying to compile comparison marketing reports.
One of the biggest challenges is how do we roll up data across 10, 20 or 30 stores when there are different website platforms and marketing agencies involved? The key to the successful roll of reports in a fragmented marketing world is Google Tag Manager. Dealer group managers know that rarely there is uniformity. Based on OEM mandates, you may have two or three different retailing tools.
To get your data into data management platforms, the key is to set up a common Google Tag Manager framework that puts events into Google Analytics for each store. Then use those events to set up a unified set of goals for sales and service. Import that data into reporting tools. Pasch says this is an absolute must for dealer groups.
Many tools do not put events into Google Analytics that are connected to a session. Dealers should be looking to unify the reporting to see which digital retailing platforms are performing better. If you’re interested in setting up this framework, Pasch encourages you to attend the Automotive Analytics and Attribution Summit. It will be held November 14-16 in Palm Beach, Florida.
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Google Analytics is not perfect. Pasch says to ramp up production on Google Tag Manager and get the training and partners you need. He says now more than ever dealer groups are growing through acquisitions and the faster you can roll up marketing data into meaningful reports will allow you to inspect what’s in place, pivot, and improve retail operational efficiency.
To learn more about cutting-edge and innovating automotive marketing strategies, consider attending the upcoming Automotive Analytics and Attribution Summit this November. Click here to read the details.
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