Let’s talk a little today about something that is of great concern for our customers: tracking.
Tracking. Are you doing it? Is your dealership doing it to the absolute best of its ability? Are you using the data that you gain from your traffic tracking efforts and making it actionable? Nine times out of ten, the dealers we talk to are not tracking metrics or making them actionable. This is a two-step process which your advertising company or internal marketing staff should be working with, but often the tracking and actionables that result from it are subpar.
How do you know your tracking efforts are subpar? It’s pretty easy actually-if you don’t have a regular, timely screening of the way people are using your website or searching you online, there is no way to make the business decisions that will result in actionables. So to make it even simpler-you need to know how customers are using your website, what they want to see and how to take those specific items and make them into a to do list.
Quite often, when we first take a look at a dealer’s back and-including web assets and CRM-one of the first things we see is that the correct data isn’t being tracked. This leads to a variety of questions related to tasks that don’t seem to have an owner. For instance, is any effort being made at the dealership to reanimate lists that include lost leads our customers that have not been touched in a while? Typically, this isn’t about the dealer being lazy-it’s about an Internet manager or someone at the dealership having so much on their plate that reanimation just isn’t a priority.
We don’t want to stretch a dealer beyond what they can accomplish, but with Trustview we do want to be able to lend a helping hand where possible to increase the dealer’s bottom line. This starts with having tracking data in place across various lists that ensures we have the best read on customer behavior and how leads from various vendors translate to sales. We can help a dealer put the right tracking system in place, and then schedule actionables as a result of tracking that are owned either by us or by the dealer. Turning any data into a sharp to do list is one of the best possible ways to make sure that the end goal gets accomplished.
So bottom line is this-if the numbers simply aren’t there or they aren’t trackable there’s no way to discern the business intelligence data that will lead to actionables that can benefit your dealership. So let us help you get that tracking into place, figure out whether or not vendors are leading to sales and show you some ROI return so you can focus on what matters: the customers.