Steve White discusses why those that look at Google as an independent, unbiased third-party where they can get accurate measurements of what is actually driving activity to their websites and converting into sales may be wrong.
Consumers have gravitated to the Internet for – well – just about everything. So, when it comes to digital marketing, it’s more important than ever for marketers to know what’s working and what’s not. Everything from SEO, to content, to social media and display ads contributes to the lure which brings consumers into dealership showrooms.
Currently, the single biggest asset digital marketers use to determine marketing effectiveness is Google Analytics. Many look at Google as an independent, unbiased third-party where they can get accurate measurements of what is actually driving activity to their websites and converting into sales. Sadly, they are wrong. Here’s why:
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Steve White offers some advice for those facing the dilemma of having to use "another damn dashboard" to access their marketing results
When talking to dealers about measuring marketing results from their various vendors, I often hear them bemoaning the fact that they have to log into multiple dashboards, I refer to this as “ADD.” Perhaps not the ADD you’re thinking of – here it stands for “Another Damn Dashboard!” What dealer isn’t fed up with too many dashboards making it impossible to focus on the data? Honestly, ADD has grown to epidemic levels in dealerships!
Think about the day in the life of the average dealer and just how many dashboards they are required to log into to see the results of all their marketing campaigns. Anyone would be confused by this lack of data unification. Also, stop and think for a minute about the self–serving nature of vendor dashboards, and why they were created in the first place – to make the vendor look good! The biggest offender being Google Analytics. Dealers are sure as heck not getting an accurate, 360 degree view of their data. These vendors should take a more attribution-friendly approach and make their data more accessible to companies that are trying to pull this data together to help dealers make sense of it all.
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