Month: November 2016

video blog

November 30

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These platforms, in their default out-of-the-box installations, provide data, but often not intelligent insights

BY November 18

A question that often arises in talking about Multi-Touch Sales Attribution, one of Clarivoy’s core products, is: “How are you doing anything different from what Google Analytics already does for me?”

Well, Multi-Touch Sales Attribution incorporates offline sales data and connects ALL the online AND offline marketing touchpoints on a consumer’s purchase path to the eventual sale. Google Analytics on the other hand, lives in the online world only.

Before I go any further, I want to be clear: free analytics tools or platforms, such as Google Analytics, absolutely have their place in a marketer’s bag of tricks. However, while I am not out to end the use of Google Analytics, I want to underscore the downside of relying exclusively on these type of tools. Throughout my 17 years in the digital marketing sector, I have seen an over-reliance on Google Analytics and other web analytics solutions. These platforms, in their default out-of-the-box installations, provide data, but often not intelligent insights.

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For the first time auto dealers can have total certainty how many vehicles AdWords sells

COLUMBUS November 09

Columbus, OH (November 9, 2016) Clarivoy today announced the native integration of its industry-leading Multi-Touch Sales Attribution solution into Google AdWords. The integration includes its proprietary Anonymous Attribution technology, which identifies the online and offline purchase paths of buyers who choose to remain anonymous, ensuring a large percentage of all sales are properly attributed to specific keyword, YouTube and display campaigns.

Dealerships currently piloting the native integration have seen impressive results. In fact, according to Alan Krutsch, Director of Marketing and E-Commerce at Apple Autos, Clarivoy was able to identify $2.2 million of previously unattributable monthly sales for his dealership, providing a much more transparent view of which ads really contributed to sales, “As dealers we spend all of this money on marketing tactics and not enough energy and money on analysis and insight. This new integration enables us to make smarter decisions based on facts and data. As marketers we need to optimize campaigns based on data that is flowing through AdWords or our bid management platform. The native integration of Clarivoy’s Multi-Touch Sales Attribution solution into AdWords gives us vital insight and certainty on what is working -- and that’s priceless,” said Krutsch.

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With automakers expecting a slow-down in sales we should soon see how each manufacturer chooses to respond.

BY November 03

 

With automakers expecting a slow-down in sales we should soon see how each manufacturer chooses to respond.

Typically, when looking to boost sales, OEMS add incentives or special lease deals. However, that may not be the right strategy. These types of campaigns tend to end up starting a domino effect that creates a catalyst for competing manufacturers to offer similar incentives in order to maintain market share.

Just as reported in a recent article in Automotive News, in down times, typically manufacturer’s gloves come off as they battle for consumer buying attention through marketing and incentives.

This has an effect on dealers of all brands who must then react to what’s happening in their personal markets to stay competitive and keep the lights on at their dealerships. For many, simply throwing more money into marketing will be the go-to solution – very similar to what manufacturers are expected to do – but is that the right answer?

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Video Blog

November 01

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