Will 2012 be the year that dealers start to get serious about understanding the data and analytics behind their website and consumer shopping behavior? I think the momentum is building on many fronts.
As I travel the country consulting with dealers, it is clear they are looking to develop a more accurate ROI for all their traditional and digital investments. Dealers want to see which investments are influencing conversion during the Zero Moment of Truth.
Running a dealership by gut feelings are no longer working to increase market share and profits. The tools are now available to get a much clearer picture on consumer behavior, so my question is: “Are you ready to take your marketing strategy to the next level?”
New Tools To Help Dealers
In 2011 I wrote about the advances that Google Analytics have made and how Google is bringing innovation to business intelligence tools. I have also highlighted the technology and innovation from Dataium which is giving the automotive industry a new way of looking at car shopping behaviors.
Related to this trend will be advances in Automotive CRM platforms that will infuse business process with consumer shopping data and website behavior to create better sales and communication processes.
Look out for some products that will be introduced at the 2012 NADA Convention and the 2012 Digital Marketing Strategies Conference.
Google Analytics Webinars and Multi Channel Sales Funnels
To help dealers move toward a deeper understanding of their own website analytics and what that data can say about their marketing investments, I am sponsoring a new webinar series.
The first three webinars will focus on Google Multi Channel Sales Funnels which is a new feature in Google Analytics. The first webinar is scheduled for February 13, 2012 and space is limited.
Take a minute to watch this summary of Google Analytics and Multi Channel Sales Funnels:
Join The Webinar Series
The Google Analytics webinars will start on February 13, 2012 and registration will be limited. Here are the steps to get into the free webinar series:
- To join you must first have permission to login and setup Google Analytics from your dealership.
- Then go to www.AutomotiveSEOStudy.com and join the community.
- Once your membership has been accepted, complete your user profile with a photo.
- Join the Multi Channel Sales Funnels Group, by clicking on this link.
- Mark your calendars for the three webinar dates.
- You will receive a link the day before each webinar to register and join the session.
The Automotive SEO Community website will be a support system for members who participate in the webinars. The website community also has a wealth of data and information from previous webinars and training programs that we have offered on Search Engine Optimization (SEO).
Please pass the word while registration is open. Dealers participating in the webinars must have access to Google Analytics.
Brian Pasch, CEO
PCG Digital Marketing
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