1. George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com Truly Measuring Digital Marketing ROI George Nenni @georgenenni

2. Clicks, website visits, open rates Challenges: – different vendors for websites – email marketing – PPC – social – tracking shopper data – ROI difficult Historical Approach to Analytics

3. New Metrics and Why They’re Important Search Results Page (SRP) Source: Inbound Now

4. New Metrics and Why They’re Important Vehicle Detail Page (VDP) Source: Inbound Now

5. Google Analytics (GA) helps evaluate effectiveness: – Referrals – Paid search – Organic searches – Campaigns – Direct traffic Google Analytics Overview, Traffic Sources

6. Sales ROI Flow for Dealership Websit e visit Search Results Page (SRP) Vehicle Detail Page (VDP) Lead Vehicle Sale

7. VDPs are critically important – a recent study by Cobalt showed an additional 12 VDP views can reduce the time to sell a vehicle by 44%. (http://bit.ly/vinsRimportant) Tracking VDPs separate shoppers from website traffic Industry Benchmarks

8. To show VDP trends, use GA Segments to filter traffic. To calculate the number of shoppers coming to website, set up a GA Goal. Segments vs. Goals

9. VDP to lead ratio – 14% (7 to 1) Lead to sale ratio – 13% (8 to 1) VDP to sale ratio – 1.8% (56 to 1) Cost per VDP - $3-4 Cost per lead - $25 or less Cost per sale - $170 - $225 Example Industry Benchmarks Source: Mastering Automotive Digital Marketing, Brian F. Pasch

10. How to show VDP trends using Segments, setting up Goal to track specific VDPs (web demo)

11. How to show VDP trends using Segments Click on Add Segment

12. How to show VDP trends using Segments Click on New Segment

13. How to show VDP trends using Segments 2. Choose Condition 3. Choose Page 1. Enter Segment name

14. http://www.metroinfiniti.com/inventory- details/2015/Infiniti/Q50/JN1BV7AP9FM333249 How to show VDP trends using Segments You then need to determine the URL structure of your VDPs Copy only this segment

15. How to show VDP trends using Segments 1. Change to “starts with” 2. Paste partial URL from earlier step 3.Click Save

16. How to calculate number of shoppers (VDPs) using Goals First you must set up a Goal 1. Choose Admin 2. Choose Goals

17. How to calculate number of shoppers (VDPs) using Goals Choose New Goal

18. How to calculate number of shoppers (VDPs) using Goals Choose Custom

19. How to calculate number of shoppers (VDPs) using Goals Click Next Step Choose Destination Enter Goal name

20. How to calculate number of shoppers (VDPs) using Goals http://www.metroinfiniti.com/inventory- details/2015/Infiniti/Q50/JN1BV7AP9FM333249 You then need to determine the URL structure of your VDPs Copy only this segment

21. How to calculate number of shoppers (VDPs) using Goals 3. Click Verify Goal to verify 2. Choose “Begins With” 1. Enter URL segment 4. Click Create Goal

22. How to set up campaign tracking using Google URL Builder (web demo)

23. How to set up Campaign tracking We want to promote this brake special

24. How to set up Campaign tracking We copy the entire URL of this page: http://www.metroinfiniti.com/specials/coupons 1. Paste destination URL here 2. Enter the type of campaign 3. Enter the campaign medium 4. Identify the campaign 5. Further differentiate the campaign

25. How to set up Campaign tracking Click to generate the URL with UTM codes added at end

26. How to set up Campaign tracking Shorten the URL so it looks better for email, social, etc. campaigns

27. How to set up Campaign tracking Using UTM Codes, Google URL Builder

28. How to set up Campaign tracking Track campaigns with UTM tags in Google Analytics

29. How to set up Campaign tracking Track campaigns with UTM tags in Google Analytics

30. – Alternative to Google Analytics – Can track metrics around: Website Reputation Social Media Email Campaigns SEM Inventory Automated Dashboards

36. Contact Info Full Name: Company: Job Title : Email: George Nenni Dominion Dealer Solutions VP Operations George.Nenni@DriveDominion.com @georgenenni For copy of this presentation, email here