Automotive Internet Marketing with Bad Data

Posted on 13. Dec, 2008 by admin in ROI Results, eMarketing Examples

Last week we discovered that one of our automotive search marketing dealers was making decisions on how to spend their internet marketing money off of bad website Analytic data. We do not handle the website, but we help them review their analytics and uncover the piles of waste and reallocate that to the proper areas. After months of question and answer Pure dealer.com discovered that this major web company was counting all website management and setup time as part of the site visitation, page visit, bounce rate, and page views. This may sound like a small thing, but the data was off by nearly half since it accounted for the entire time that this developer spent setting up and configuring the website.

When you are trying to determine where you automotive marketing internet investment should go, you need to track it and rely on good data. The fact that the data was based off of a web providers “home grown” version of Google Analytics was enough for us to smell something fishy from day one.

This web provider also took credit for all automotive pay per click traffic we generated and renamed it “Organic” which is a very deceiving tactic, although they will not admit it. Requests for raw log files to analyze the data have gone unanswered. They also did not properly track the search engine optimization we did nor recognize the sources of traffic that we know were brought to specific pages on the dealer’s website.

It’s tough enough being a car dealer right now without having your automotive internet marketing arm fighting against your dealer website provider. Do yourself a favor and get an unbiased Analytic tool in your site like Google Analytics.

We have put this into dealer.com websites as well as bzresults websites, tkcarsites, and numerous others or have been given access to read what is already in some of these sites.

Take charge of your advertising budget and do not get bullied by providers that refuse to comply. We would be happy to give you free advise on your statistics and your marketing budget. Give us a call and bring your marketing and advertising to a new level.

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