There are a multitude of digital solutions available today for dealers to choose from with their marketing efforts. The tremendous amount of data available combined with technology that allows us to target shoppers has never been better. These are great times to be a dealer looking to share their message with car shoppers.
Are you getting fooled by these modern digital solutions? One must be extra careful in how you interpret the reporting that your vendors provide, as well as how you look at results in your Google Analytics. The reality is that there are some unscrupulous providers that will not give you the key performance metrics you need to make the best decisions with your marketing dollars.
And there are also shortcomings in Google Analytics that can mislead you when you think you are doing well, when you are actually not, and in many cases, show you results that look incredibly poor when the truth is that the solution is actually performing quite well.
Confused? Did you know that not all traffic to your website is good traffic? Did you realize that low time on site, low pages per visit, and a high bounce rate doesn’t always mean that you have non-performing traffic? Do you know about the weaknesses in Google Analytics that can mislead you?
I encourage you to attend my session, “Stranger Things – How Dealers get Fooled with Modern Digital Solutions” at Digital Dealer 22 in Tampa. This will be an advanced session that will answer these questions, and more important, show you how to correctly setup your Google Analytics so that you can accurately measure which digital marketing solutions work, and which do not.
Sometimes the answers to the toughest questions are the simplest solutions. This session is guaranteed to be thought provoking and fun, and I promise you will leave with real advice from a dealer on the front lines that will make you a better dealer in the future.
Author: Kevin Frye
Kevin Frye is the eCommerce Director of the Jeff Wyler Automotive Family, one of the top 50 dealership groups in the United States. Named as one of the top 5 influencers changing the automotive industry today by Automotive News, he has been a leader in the industry with the use of Google Analytics, data privacy, video SEO, social media, mobile, website design, and managing your online reputation. Before his work with Jeff Wyler, Kevin was an independent business owner who pioneered selling cars online for both dealerships and individual consumers, selling over 500 cars on eBay in one year alone. Kevin was a Naval Aviator for 8 years, with extensive flight hours in Desert Shield and Operation Southern Watch, as well as over 200 combat hours in Desert Storm. He has used the leadership skills he learned in the Navy to keep the Jeff Wyler Automotive Family at the front edge of automotive eCommerce.