Converting Digital Data into Sales Opportunities
Have your digital strategy and the goals you set for your dealership evolved along with your customers’ shopping behavior? Are you being smart with your website audiences and customer lists? Learn strategies to navigate the complexity of translating digital traffic to showroom visits, what to be wary of, and how to judge performance and attribution using Google Analytics. Understand the dos and don’ts of targeting audiences with the right message at the right time. See original research on the impact DMS advertising has on your bottom line. Leave this session with the right questions to ask digital marketing vendors about how they support your digital goals, and the best practices for turning digital data into buyers.
Using real experiences from Eric Hall, Internet Director Classic Chevrolet, they both will discuss how dealers can make digital analytics a tool that helps make smart decisions to understand user intent, and the starting points to using audiences in advertising. Colleen and Eric will also show how to navigate the complexity of translating digital traffic to showroom visits, what to be wary of, and how to judge performance and attribution using Google Analytics.
Colleen Harris is the Product Manager for Business Intelligence at SINCRO which has been recently purchased from CDK Global. She has more than 13 years of digital marketing experience in the automotive, healthcare and entertainment industries. She brings a passion for Google Analytics, data storytelling and content creation, and had been referred to at CDK as the “Google Whisperer” and “Google Analytics Jedi Master”. Outside of her main job, Colleen has volunteered as a digital consultant for non-profits in the Seattle area. Colleen is a member of SEMPO and has written for multiple industry websites on local search, content marketing and Google Analytics. Colleen has published white papers on Google Analytics best practices in automotive, using “near me” in content and the impact local call tracking numbers have on SEO. Recent speaking engagements include Digital Summit, SMX Advanced, SMX West, Driving Sales Executive Summit, Driving Sales President Club Seattle Women in Technology, Year Up, Seattle Search Network, 501 C Commons and the National SEMPO member conference.