- 01 January 2019
- Training events
Brian Pasch, founder of PCG Consulting as well as one of the most respected scholars in the digital Automotive industry, has published a series of innovative articles with the intention of creating new measurement models in online advertising that will help Dealers make more in-depth evaluations of digital advertising investments: Google SEM, Display, Pre-Roll, Email Marketing, etc.
The main objective of the research is to introduce new metrics: Cost per Engagment (CPE), Zero Engagment per Page (ZEP), Photo Engagement Rate (PER), Button-Click-Ration (BCR) that enable Dealers to increase the quality of clicks that produce more sales by discarding some of the metrics popular today that, instead, focus on the quantity of clicks. Also enthusiastically participating in this research isSmilenet, which will be the first in Europe to make available to its clients the knowledge, experience and analysis of these new tools for evaluating Dealers' digital advertising investment.
The premise of the survey is that the auto industry is crowded with advertising reports that have metrics that Dealers cannot control, measure properly or compare with their sales goals. Dealers have learned that CTR, CPC, impression share, and sessions are metrics that do not always coincide with their goals of selling more cars at a lower cost.
Significant progress has been made in recent months on the use of the new metrics thanks to research that started nearly two years ago with a study of the largest website providers in the U.S.: Dealer.com, CDK Global, Dealer eProcess, DA Solution.
Operationally, the project involved the creation of Tag Manager containers for these four platforms with the purpose of tracking customer actions in terms of clicks/mouse usage. The Search Result Pages (SRP) and Vehicle Details Pages (VDP) were monitored and then the observatory was expanded to include the video components.
A set of standard Google Analytics (GA) goals were created to monitor website actions and behaviors that can be performed outside of Tag Manager. The goals were installed in the Google Analytics accounts of the pilot Dealers.
Through the Google Analytics API, custom Tag Manager events and CPE Analytics targets were tracked in the new VistaDash software, developed by PCG.
New reporting widgets in VistaDash make it easy to check the CPE and ZEP of all paid advertising campaigns and in agency-produced website platforms.
The goal is to improve BOT traffic reports and identify anomalous visitor metrics.
Next appointment then at February 2018 when in the conference organized by Smilenet, The Academy and PCG Consulting will be presented the results of the surveys and new models of analysis of online advertising.