You Don’t Need a PhD in Google Analytics, Attribution Models or Calculus to Hold Your Vendors Accountable
There’s been so much talk about and money being spent on marketing attribution and analytics that many dealers are feeling bombarded by topics that seem very foreign when compared to the age-old DISC Test – that is “Does It Sell Cars?”.
Dealers – some that never bothered to track basic ROI via their leads and sales – are being asked to review complicated reports that attribute yesterday’s sale of a 2015 Honda Accord to 32 different advertising venues. Moreover, they’re being told to take these reports as gospel.
Questioning the accuracy of attribution models is like questioning Global Warming or the validity of a certain birth certificate or the shape of the earth: Pure blasphemy! You are quickly labeled an Attribution Denier and shunned by the digital marketing elite.
You Don’t Need to be The Expert
In 2018 and beyond, it’s okay to rely on others to be the experts in Google Analytics (GA) and attribution modeling. This, so long as you know how to hold your marketing vendors accountable.
You should expect your SEO and SEM providers to master GA, maintain your account, and keep you informed and up-to-date on any changes. Moreover, you should demand that your SEO vendor hold your SEM vendor accountable for properly maintaining your Google Analytics account (and vice versa).
Yes, I am advocating two things here: 1) Never buy both services from the same vendor; and 2) pit them against each other in a monthly fight-to-the-death. [Read more…]