Post on 18-Dec-2014
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15 Digital Marketing Metrics Every Dealership
Should Be TrackingHow to wade through all the data and focus on what
matters the most to your bottom line
What, A Warning In A Webinar?
KPI vs. KRI
1. Key Performance Indicators are metrics that are considered to be critical to the success of the dealership 2. A KRI measures one of the key outcomes from your business activities
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KPI (Key Performance Indicator) KRI (Key Results Indicator)
Is not financial in nature Frequently financial in nature
Forward-looking Backwards-looking
Is actionable/ Predictive Isn’t actionable without more info
Measured frequently Measured infrequently
Significant effect on the dealership The dealerships bottom line
• Identify Objectives • Ask why your dealership exists, parts, service, body shop, sales? • Acquisition, behaviors and outcomes • Objectives should be DUMB – Doable, Understandable, Manageable,
Beneficial • Identify Goals for your Objective
• Objectives without goals are pipe dreams, give yourself something to work towards
• Identify KPI • Helps you understand how you are doing against your objective
• Identify Your Targets • Pre-determined indicators for success or failures
• Identify Segments for Analysis • A group of people, their sources, onsite behavior, and outcomes
A Measurement Model
#1 Leads! - Daily
• Leads should be tracked for every lead source • OEM, Third Party, Website, Phone Calls
• Plot leads everyday towards your goal • A great KPI to work backwards from
#2 Average Lead Closing Average - Monthly
• Helps measure the quality of your leads • Specifically important for third-party leads
• Helps measure the quality of your sales process • While not digital it’s good to know!
• Average # of leads per business day #3 Website Traffic - Daily
• Important to reach lead goals • Pay attention to where traffic is coming from (Direct, Organic, Referral,
Paid) • % of return visitors • Pay attention to trends • Bounce rate • Time on site • Exit pages • Pages per visit
#4 Call-To-Action Click Through Rate - Monthly
• Helps identify on-page cues that lead to conversion • Change page CTA based off of findings – ACTION!
#5 Conversion By Source- Daily
#6 Top Pages For Conversion & New Traffic
#7 Share Of Voice - Monthly
#8 PPC - Weekly
#9 In-Page Analytics - Daily
#10 Lead Response Time - Daily
• Again, not digital but important when figuring out if it’s lead quality or ineffective lead communication • Contact Rate • Set Rate • Show Rate • Sold Rate
#11 Cost Per Acquisition - Weekly
#12 Amplification Rate - Weekly
• The rate at which your social media followers share your content through their networks • Twitter: Amplification = # of Retweets Per Tweet • Facebook/G+ Amplification = # of Shares Per Post • Blog/Youtube Amplification = # of Share Clicks Per Post (or Video)
#13 Page Rank - Monthly
#14 Traffic By Device - Weekly
• Nearly 50% of mobile auto users look to make a purchase the same day • Neilson – Mobile Path To Purchase
#15 Email Campaign - Monthly
• Open Rate • Click Rate • Subscribe rate • Unsubscribe Rate
VP- 3GEngagement David@3GEngagement.com Twitter.com/DavidJohn_Son Facebook.com/DavidJohnson101