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Integrated Online Marketing and measurement / analytics

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Subject:  Integrated Online Marketing and measurement / analytics
Author:   Ed Lamb:   view profile | all posts by this author | add to favourites
Date:   12:30:10 6 February 2004
 
I agree with Obi's two challenges that retailers are grappling with.

Regarding your second point about customers moving between channels for researching a product and then buying it....this is something that I've given thought to. We have a few automotive clients where the number of actual sales leads (test drive or brochure requests) is relatively small and the total number of resulting sales is low compared to total sales. There are some exceptions to this - for example the Mazda RX8 selling it's entire first year's production online before launch through a £1,000 deposit application - but in general manufacturers underestimate the impact of online because the metrics they have access to tell them only half the story at best.

We also know the visitor numbers for the dealer locator pages, for example, and added to this we have research by the likes of CGE&Y suggesting that 28% of consumers are likely to be influenced by manufacturer websites when choosing a vehicle, compared to only 18% that are likely to be influenced by TV.

So we're left with a situation where we are 100% confident, given all the supporting research, that manufacturer websites are contributing far more in terms of ROI than they are being given credit for using quant analysis of leads and subsequent sales, but we can't show this first hand. Manufacturers regularly run money off promotions, so it should be possible to use a cash offer on the website to be redeemed at dealerships, for only a short(ish) period of time to get an understanding of how many people taking test drives are influenced by the website. And when they redeem dealers can then ask about other media that has influenced their decision. But there seems a reluctance to do this which we're yet to overcome.

I'm sure though that there can't be the same reluctance to run something similar in other industries? There must be retailers out there who have a good idea which mediums purchasers have been influenced by, and in particular whether they have been influenced by the website but not given any personal details?

Anyone...anyone...anyone?

Ed Lamb
Account Director - syzygy UK
www.syzygy.net
 
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