All dealers had were multiple vendor dashboards. Up until now, there hasn’t been a digital marketing “desk log” if you will. In addition, that desk log gave the manager actionable data that he could then use to identify and handle any problem areas. Remember the days of the desk log? Every time a customer came in, the salesperson wrote down the customer’s name and recorded what the outcome of that visit was – was there a demo a write-up a sale? If a sales manager walked away and went to lunch, he could immediately come back and catch up with what was going on in the store. 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. Dealers are sure as heck not getting an accurate, 360 degree view of their data. 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. Anyone would be confused by this lack of data unification. 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. 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!
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |