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Closed Loop Analytics Can Improve Your Automotive Marketing

(Posted on Jul 13, 2013 at 09:59AM )
One of the most important elements of any marketing plan is the ability to track the effectiveness of new initiatives.  

The ability to compare conversions prior to and following changes in an email or direct mail campaign can indicate whether you are receiving an adequate return on your marketing investment.  One of the most valuable methods  for determining ROI is closed loop analytics, which provides key metrics of  marketing initiatives. 

In most inbound marketing strategies, analytics play a critical role.  However in an email or direct mail campaign, automotive  closed loop analytics can provide insights that can springboard your marketing  to new levels of success.  

The metrics of automotive closed loop analytics can measure a variety of results including website visits, showroom visits  and purchases.   Depending on the granularity of
your metrics, you may also be able to determine specific  characteristics of these interactions like age group, income, or level of  enthusiasm. 

Comparing the results from before and after an email or direct mail  campaign can help you identify the most important components of your new initiatives and expand them, including:

  • Long-term results—Automotive closed loop analytics can provide
      results throughout the lifetime of your company.  Once you have
    implemented an  analytics system that integrates your email or direct mail
    campaigns with your 
    CRM system,  you can
    continuously receive insights.  As your needs or objectives evolve, you
      can modify the resolution of your analytics to help identify the most lucrative
      consumer markets.

  • Agile system—Most closed loop systems are easily modified to allow 
    virtually immediate results from an email campaign.  If you would like to
    know  how many people clicked on a Call-to-Action (CTA) in the latest batch of
    emails,  then you only need to click a button.  This type of responsiveness
    may require  additional investment up front, but the data available can help
    make your  dealership a success for years to come.

  • Identify key marketing ideas—One of the most elusive objectives in
      any marketing strategy is identifying the marketing message that is most
      effective. Automotive closed loop analytics can instantly identify those
      components and help you understand why they are so successful.  For
    example you  may find lifetime service options are a key to maintaining customer
      relationships which bolster sales.

  • Unique metrics—Measuring ROI on direct mail has been difficult in the
      past, but with the use of new techniques like showroom controls or dedicated
      phone lines, you can accurately measure how effective your new initiative
    is.   Using a phone number exclusively for direct mail responses and
    coupons with RFID  tags can indicate the precise number of reactions with a
    relatively low  cost.

Inbound marketing strategies are designed to coax consumers who are  already interested in purchasing a car find your business and make a purchase.   With the aid of automotive closed loop analytics, you can refine your  marketing strategy to identify those consumers who are most likely to lead to a  sale.  

If you would like some more tips on how to integrate automotive closed loop analytics into your email and direct mail initiatives, download our Automotive Marketing eBook:

If you would like some more tips on how to integrate automotive closed loop analytics into your email and direct mail initiatives, download our Automotive Marketing eBook: