Marketing: Advertising Campaign Tracking
Storyboard Text
- Scene 1 - Marketing Campaigns
- Scene 11: Enter IT and Analytics
- Scene 3: Marketing Mediums
- Meet Marketing. Marketing develops communications to encourage dealers to enroll and consumers to apply for subprime financing.Communication is done through campaigns (e.g. Guaranteed Credit Approval. Everyone Deserves a Second Chance).
- Scene 10: Marketing Reconciliation
- If we can capture all the UTM data we can during a consumers entire car search and purchase journey, marketing can answer questions confidently.Once data is in DW, analytics will help marketing build the right models and reports.
- Scene 8: Sally Re-engages
- Sources often offer marketing different mediums of which they can buy ad space (e.g. for Google they can run paid search ads, banner ads, or email ads, etc.).
- Scene 9: Sally Buys A Car
- Marketing has placed advertising tracking tags for campaigns, source and media on every ad, yet the reports from vendors regarding ad success don't match at all what they can see in our own reporting. There is still no way for them to answer EVA, ROI and investment questions.
- From her search, Sally submitted herself as a lead with a car dealer. Later, she was in Google mail where she sees a CAC ad. The ad reminds her she hasn't heard back from the dealer. She clicks on the link and considers submitting herself, but she decides to give the dealer more time and leaves again. A few hours later she is on Facebook. She sees a CAC ad, clicks and this time decides to become a lead.
- Sally visited several of the dealers we recommended and after a month of searching she finally got her car with financing through Credit Acceptance.
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