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Thursday, July 26 • 10:15am - 11:00am
Unlocking the Mystery: How Sales-Based Attribution Transforms a Dealer’s Bottom Line

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Matthew Kolodziej, director of analytics for Experian’s Dealer Intelligence team and Amy Hughes, senior director of dealer intelligence at Experian, will present findings from a recent study that shows how data and analytics transforms the way that dealers operate, enabling them to make smarter decisions on how to optimize and refine their advertising budget. The study highlights online activities of high-value users (HVUs) – web site visitors who are truly in market and likely to buy in the near future, as well as which marketing activities lead directly to sales by taking a nationwide view of automotive retail numbers and the marketing activities that are most effective.  

Takeaways
  • Look at shopper behavior, not isolated KPIs: traditional website metrics do not tie to sales.
  • Optimize your paid advertising: traffic source has the best ROI for influencing sales.
  • Evaluate third-party investments: Third parties drive sales… they just may not be yours.

Speakers
avatar for Amy Hughes

Amy Hughes

Senior Director of Dealer Intelligence, Experian
Drawing upon her years of experience in advertising research for national magazine publisher Time Inc. and Sinclair Broadcast Group, Amy has a passion for advancing the skill set of automotive marketers by helping them apply the latest enhancements in technology to their dealerships... Read More →
avatar for Matthew Kolodziej

Matthew Kolodziej

Director of Analytics for Dealer Intelligence, Experian
Matthew started his digital marketing career at Toronto-based Fabu Marketing, helping small and large businesses hone their online content and search strategies. As director of analytics for Experian's dealer intelligence team, he helps automotive dealers and their agencies turn insights... Read More →


Thursday July 26, 2018 10:15am - 11:00am
Creedmoor