Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports. If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?” Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics. Primary Learning Objectives: * Learn how to get multi-touch attribution for FREE using your existing Google Analytics account. * Learn how your digital advertising works together to help you convert. * Finally find out what your other ads are doing.

1. What the Hell Are My Ads Doing?
A Digital Marketer’s Guide to Multi-Touch Attribution
Ian Cruickshank I Speed Shift Media I VP Sales & Marketing I ian@speedshiftmedia.com
Ian Cruickshank

2. VP of Sales & Marketing, Speed Shift Media
Over 10 years in Marketing and Digital Advertising.
Working with dealers, leading sales teams, consulting on digital disruption,
and as the head of sales and marketing for a social media marketing firm in
Vancouver, BC.
Masters in Business and IT Management
Regular speaker and Adjunct Professor at the University of British
Columbia Sauder School of Business.
Most of all I love to be outside with my wife and boys in Port Moody, BC.
Ian Cruickshank
Who are we?
2

3. Confidential © Copyright Speed Shift Media
An automotive
advertising pioneer.
Confidential © Copyright Speed Shift Media
10+
years experience in delivering
online automotive display
advertising 6/10
Top Dealer Groups in the
United States & the largest
dealer group in Canada
4M+
Vehicles
processed
per day 14K+
Dealers
served
per day 3
continents—we deliver automotive
display solutions across North
America, UK & Australia
Bringing the best enterprise technology to the Dealer

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WHAT THE HELL ARE
MY ADS DOING?
A Digital Marketer's Guide to Multi-Touch Attribution

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Marketing Strategy

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Do you currently have a Marketing
Strategy?
Poll:

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Do you feel like you can properly measure
more than 50% of your spend?
Poll:

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Half the money I spend on
advertising is wasted; the
trouble is, I don't know
which half.
John Wanamaker
Jul 11, 1838 - Dec 12, 1922

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2014 was the first
year when new
vehicle advertising
spend on digital
media surpassed
traditional media.
New Vehicle Ad Spend 2010-2014
$0
$125
$250
$375
$500
2010
2011
2012
2013
2014
$295
$238$230$231
$202
$227
$288
$319
$383
$427
Traditional Media Digital Media
Data: Borrell. (Nov 2014). 2014-2015 Automotive Advertising Outlook
+24%
Marketing
Strategy

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In 2009, the peak
spending year in
the automotive
industry, $664
was spent on
advertising a
vehicle. Today,
with the advent
of digital media,
dealers are
spending 21%
less overall. Data: Borrell. (Nov 2014). 2014-2015 Automotive Advertising Outlook
Marketing
Strategy

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Automotive Dealer
Marketing Mix
Data: Google and Millward Brown. (Sep 2013). Vehicle Shopper Path to Purchase Study
Digital Channels vs Traditional Channels
Leading Up to A Vehicle Purchase
DealerSites
ManufacturerSites
SearchEngines
ThirdPartySites
ProfessionalReviewSites
ConsumerReviewSites
RegionalDealerSite
OnlineMappingTools
Classified/ListingSites
SocialMedia
VideoSites
AuctionSites
TV
Newspapers
Magazines
NewspaperSites
Flyers&Brochures
Radio
19%
27%
32%
35%
38%
53%
26%
37%37%
40%
43%
56%57%
62%
69%
77%
81%83%
Marketing
Strategy

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What are your
actual goals?
View
VDP
View
Photos
Test
Drive
Form
Fill
Compare
Models
View
Retargeted
Ads
Build
and
Price
Click
Display
Ad
Read
Review
When looking at your
marketing strategy, you
should ask yourself:
Watch
Video Ad
Google
Search
Visit
Social
Page
Which intermediate goals
lead to your main goal?
Marketing
Strategy

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You need to consider the link
between intermediate and
actual goals
It’s not all about conversions
View
VDP
Retargeted
Test
Drive
Form
Fill
Click Ad
Google
Search
View
Photos
Read
Review
Visit
Social
Page
Watch
Video Ad
Compare
Models
Build
and
Price
Marketing
Strategy

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24
sources
of information
on average,
Data: Google & Millward Brown, Vehicle Shopper Path to Purchase Study
During their
paths to purchase,
automotive shoppers
consult
over the course of
several months,
before purchasing
a vehicle.
Marketing
Strategy

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Shoppers identify in-person
experiences such as
test driving and
visiting a dealership
to be the most crucial part
that impacts their buying
process.
Marketing
Strategy

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SEM/SEO
Email/Direct
3rd Party
Listings
Traditional
Every dealer likely
already has these digital
promotion channels in
their marketing mix:
Marketing
Strategy

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Dynamic Inventory
Marketing
Professional
& consumer
review sites
Paid Social
Marketing
Strategy
Other significant
environments to
consider:

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So now that your buyers
have enough exposure and
many have already viewed
your VDP, what do you do to
get them to convert?
Marketing
Strategy
Optimize & Automate
Submit
AMAZING OFFER
Submit
SPECIAL DEAL
Submit
KILLER SAVINGS
Retarget them
Your VDP

19. Attribution

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Do you know what tracking pixels,
cookies and persistent cookies are?
Poll:

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Do you know what their deficiencies
are?
Poll:

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Do you really care?
Poll:

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There is no one source
that makes it happen.
Marketing doesn’t work in a
vacuum…

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Social
Blog Email
Display
Listings
each source helps
build upon others.
Marketing doesn’t work
in a vacuum…
SEM

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Consider traditional media
65% of search impressions are
attributable to this medium
37% of search impressions
come from newspaper ads
29% of radio ads drive
Google searches?
65% 37% 29%
Data: Netsertive, A Digital-Traditional Marketing Mix

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Attribution: Models
First
Touch
Multi
Touch
Last
Touch

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Attribution: Models
First
Touch
Multi Touch
Last
Touch

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Attribution: First touch
Gives all the credit of a conversion to the first visit.
Auto Blog Your VDP
PaidDirectDisplay VDP/ Lead Form/
Conversion
Search
YourSiteAutos.com
First
Touch
Multi
Touch
Last
Touch
First
Touch

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Attribution: Last touch
A conversion is completely attributed to a
user’s last visit.
Auto Blog Your VDP
PaidDirectDisplay VDP/ Lead Form/
Conversion
Search
YourSiteAutos.com
First
Touch
Multi
Touch
Last
Touch
Last
Touch

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Attribution: Multi touch
Credit for a conversion goes to all traffic.
Auto Blog Your VDP
PaidDirectDisplay VDP/ Lead Form/
Conversion
Search
YourSiteAutos.com
First
Touch
Multi
Touch
Last
Touch
Last
Touch
Multi
Touch

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Attribution: Multi touch
In multi touch attribution sources that can
be further broken down to allow for:
Time Decay StatisticalEven Credit
First
Touch
Multi
Touch
Last
Touch
Last
Touch
Multi
Touch

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Attribution: Multi touch
68%
of dealers aren’t
effectively using or are
failing to use any type
of marketing
attribution.
46%
of dealers would like a
multi-touch
attribution solution
and view last-click as
unreliable.
Data: Clairvoy’s 2017 State of Automotive Attribution study

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Google unveiled Google
Attribution, a new product
announced at Google
Marketing Next in San
Francisco, in May 2017.
Attribution

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“Third-party
shopping sites could
be left in the cold if
dealers rely only on
Google's Attribution
data”
Steve White, CEO of Clarivoy
It combines data from
AdWords, Google Analytics,
DoubleClick Search & even TV
attribution data to allow for a
complete view of marketing
performance.
Attribution
Source: 1.Driving Sales: Don’t Be Fooled: New Google Attribution Announcement is NOT a Silver Bullet, 2017

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Dealers should be
able to trust the
attribution data but need
to understand they might
be getting a "Google-
friendly view of the world,”
James Grace, Head of Analytics products
for Cox Automotive MSG
It combines data from
AdWords, Google Analytics,
DoubleClick Search & even TV
attribution data to allow for a
complete view of marketing
performance.
Attribution
2.Automotive News: Tracking online shoppers from ad to action, 2017

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It also allows for data-driven
attribution, which uses
machine learning to attribute
credit to each part of a
consumer’s path.
“…dealers in
the United States do
not have Google Analytics
goals, events, and referral
traffic properly configured
to generate meaningful
attribution reports…”
Brian Pasch,
Founder of PCG Companies,
Source: LinkedIn: Brian Pasch, Google Attribution Falls Short for
Automotive Dealers and Advertisers, 2017
Attribution

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So who is getting value
out of Google’s new
Attribution tools?
We asked a few of the
top dealer marketers in
the industry…
“Nope”
“No, not yet”
Attribution

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There is also a Google product
on the Market called Google
Attribution 360, that costs
$150,000 annually, made for
agencies that handle large scale
campaigns.
Attribution

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Other paid solutions you
may use are:
Attribution

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Path To Purchase

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DMP
Data Management
Platform Consumer Profile
Dealer SiteListings SiteResearch SiteReview Site
Path to
Purchase
Conversion Path

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Dealer Site
Listings Site
Research Site
Review Site
DMP
DMP: SPEED SHIFT’S
MARKET MATCH DATA ENGINE
Consumer Profile
Path to
Purchase
Conversion Path

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Path to
Purchase
To view a buyer’s path to purchase in
Google Analytics, take a look at:
Top Conversion Paths Assisted Conversions

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Finding this
in GA
Head to the DIY machine and search for
Multi-touch attribution.

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Finding this
in GA
Head to the DIY machine and search for
Multi-touch attribution.

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Finding this
in GA
Head to the DIY machine and search for
Multi-touch attribution.

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Assisted conversions per source ÷ total
traffic per source = ratio of which source
is the most relevant in driving conversions
AdWords
35%
Display
22%
Path to
Purchase
Paid Social
16%

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Conversion Path:
on average there are 24 touch points,
19 of which are digital.
Path to
Purchase

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Science
and Art
Video: www.fabianoefner.com, SRF LP Jean, 2016

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Please follow up with your
questions at any time.
Ian Cruickshank
ian@speedshiftmedia.com | 604.520.9177 Ext. 225
VP, Sales & Marketing, Speed Shift Media

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Science
and Art
Image: Fabian Oefner, Disintegrating 08 / Porsche 956 (1982), 2012

52. Confidential © Copyright Speed Shift Media
Science
and Art
Image: Fabian Oefner, Disintegrating 06 / Ford GT40 (1969), 2012