Digital Dealer - May 2019 - 36

M A R K E T ING & ADVERT ISING: Da ta & Anal yt i cs

By Aharon Horwitz
CEO & Co-Founder,
AutoLeadStar

The WholeDealership Data
Layer: The Time
Has Come to
Unify Your Data
and Measure ROI
Picture the following
scenario: you check
your dealership's monthly ad
performance and notice an
increase in clicks on one of
your campaigns. Great
news, right? Maybe. But
what if it turned out that
customers were clicking

those ads after making a
purchase, simply looking for
your address? Suddenly the
campaign is far less
valuable; or at least different
than expected.
We discovered this
exact case when we began
tracking the full customer

journey of car shoppers. Ads
were getting attention- but
they weren't getting valuable attention. By looking
at ad data not in isolation,
but in connection to sales
data- by seeing not only
that the ad was clicked but
also when it was clicked, by

whom, and what else that
shopper did on the path to
sale- it suddenly became
clear that data is only useful
when understood in context.
And in this case, the context
showed us that rather than
indicating success, these
ad clicks were showing a
misdirection of money.
There's a reason why
83% of Fortune 500 companies were Salesforce
customers in 2018. That's
because Salesforce, and
companies like it, have started connecting the entire customer journey so that every
touchpoint along the path to
sale is part of a connected
whole, rather than a disjointed moment. And connecting
the customer journey across
means a more personalized,
more seamless experience
for customers, more useful
data for companies, and
ultimately better ROI.
As an objective for 2019,
you should consider the
hard but rewarding labor of
connecting all your touchpoints and creating a data
layer that gives you true
insight and information. It
starts with your customers,
who will be our focus in this
piece, but it should ultimately
extend to every aspect of
your business.

DATA LAYERS ARE
MAINLY HARD WORK &
SOME TECHNOLOGY

Before we go on let's
understand the concept of
this data layer. While a data
layer has some technical
meanings having to do with
analytics, it emerged as a
buzzword about five years
ago to refer to the infrastructure that tracks all the
36

M AY 2 0 1 9

D I G I TA L D E A L E R . C O M



http://www.DIGITALDEALER.COM

Digital Dealer - May 2019

Table of Contents for the Digital Edition of Digital Dealer - May 2019

Digital Dealer - May 2019
Contents
A Message from the Show Director
Data Doesn’t Lie: Improve Your Fixed Ops Department and Yield Higher ROI for Your Dealership
Buyers Pickier in Today’s Buy/Sell Market
The Greatest Threat for Survival Could Be You
The Tales of a Parts Pro...
Developing a Revenue Center
Top 5 Reasons Dealers Need to Engage Their State Dealer Association
Interview with Doug Wilson
Broadcast Advertising Back to the Future!
Demystifying Digital Marketing: Using Metrics to Assess Effectiveness
10 Traits of an Extraordinary Social Media Manager
The Whole-Dealership Data Layer: The Time Has Come to Unify Your Data and Measure ROI
Digital Dealer 26 Rewind
Inspire Your Guest to Invest
The 4 Laws of Influential Conversations –Part 2
Million-Dollar Question: Can You Sell Cars?
Digital Dealer - May 2019 - Digital Dealer - May 2019
Digital Dealer - May 2019 - Cover2
Digital Dealer - May 2019 - 1
Digital Dealer - May 2019 - Contents
Digital Dealer - May 2019 - 3
Digital Dealer - May 2019 - A Message from the Show Director
Digital Dealer - May 2019 - 5
Digital Dealer - May 2019 - Data Doesn’t Lie: Improve Your Fixed Ops Department and Yield Higher ROI for Your Dealership
Digital Dealer - May 2019 - 7
Digital Dealer - May 2019 - Buyers Pickier in Today’s Buy/Sell Market
Digital Dealer - May 2019 - 9
Digital Dealer - May 2019 - 10
Digital Dealer - May 2019 - 11
Digital Dealer - May 2019 - The Greatest Threat for Survival Could Be You
Digital Dealer - May 2019 - 13
Digital Dealer - May 2019 - 14
Digital Dealer - May 2019 - 15
Digital Dealer - May 2019 - The Tales of a Parts Pro...
Digital Dealer - May 2019 - 17
Digital Dealer - May 2019 - Developing a Revenue Center
Digital Dealer - May 2019 - 19
Digital Dealer - May 2019 - Top 5 Reasons Dealers Need to Engage Their State Dealer Association
Digital Dealer - May 2019 - 21
Digital Dealer - May 2019 - Interview with Doug Wilson
Digital Dealer - May 2019 - 23
Digital Dealer - May 2019 - 24
Digital Dealer - May 2019 - 25
Digital Dealer - May 2019 - 26
Digital Dealer - May 2019 - 27
Digital Dealer - May 2019 - Broadcast Advertising Back to the Future!
Digital Dealer - May 2019 - 29
Digital Dealer - May 2019 - Demystifying Digital Marketing: Using Metrics to Assess Effectiveness
Digital Dealer - May 2019 - 31
Digital Dealer - May 2019 - 32
Digital Dealer - May 2019 - 10 Traits of an Extraordinary Social Media Manager
Digital Dealer - May 2019 - 34
Digital Dealer - May 2019 - 35
Digital Dealer - May 2019 - The Whole-Dealership Data Layer: The Time Has Come to Unify Your Data and Measure ROI
Digital Dealer - May 2019 - 37
Digital Dealer - May 2019 - Digital Dealer 26 Rewind
Digital Dealer - May 2019 - 39
Digital Dealer - May 2019 - 40
Digital Dealer - May 2019 - 41
Digital Dealer - May 2019 - Inspire Your Guest to Invest
Digital Dealer - May 2019 - 43
Digital Dealer - May 2019 - The 4 Laws of Influential Conversations –Part 2
Digital Dealer - May 2019 - 45
Digital Dealer - May 2019 - Million-Dollar Question: Can You Sell Cars?
Digital Dealer - May 2019 - 47
Digital Dealer - May 2019 - 48
Digital Dealer - May 2019 - Cover3
Digital Dealer - May 2019 - Cover4
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