Your automotive marketing campaign doesn’t end once you’ve sent out an email blast, delivered your direct mailers, or deployed your social media advertisement. In fact, your dealership’s campaign going live is just the beginning of the automotive advertising process.
Once your campaign is set in front of the eyes of your targeted audience, it’s time to dissect the results of your team’s hard work. What’s the importance of analyzing post-campaign data for your dealership’s future strategies?
Well, the insightful marketing professionals at Aspen Automotive are here to give you the lowdown on why post-campaign data analysis is crucial to the success of your dealership. Ready to get started? Take a look at our handy guide.
Omni-Channel Marketing: Why Performance Analysis is Crucial to Success
When you’re aiming for an immersive, omni-channel auto marketing approach, the pool of data you’ll need to review after your campaign goes live is much larger than the typical advertising strategy.
Due to the fact that omni-channel marketing spans desktops, mobile devices, brick-and-mortar stores, and beyond, it’s crucial to take a step back and look at how the different facets of your strategy performed and how those results will help your dealership reach its ultimate goal.
Of course, keep in mind that post-campaign data analysis should happen regardless of your marketing plan’s success.
Thanks to the insights provided by marketing data, your team can pinpoint both the strengths and the weaknesses of your approach. That way, you can fine tune your game plan for future strategies to maximize on those strengths and mitigate the weaknesses.
How to Analyze Post-Campaign Automotive Marketing Data
Now that you’ve successfully kicked off your dealership’s next automotive marketing campaign, the real work begins: assessing the results. Fortunately, we’ve compiled a series of simple steps that can help your team flesh out what each metric means and how to improve in the future.
- Refresh on Your Goals
Before you dive headfirst into the data gathered from your dealership’s latest advertising strategy, you want to take some time to remind yourself and your team of the goals you set prior to kicking off your campaign.
So, whether you want to generate new leads, increase customer satisfaction, improve your audience engagement on social media, or increase sales across the board, it’s essential to refresh your overall objectives.
As a result, you’ll have a better understanding of whether you hit your marketing goals and if those goals should be something that your dealership is aiming for.
- Review Your Buyer Personas
Depending on what your dealership’s typical campaign planning process is, it’s possible that you started off by setting up a few detailed profiles that represent the types of customers that your advertisement was targeting.
With those all set up, take a moment to compare the post-campaign results against the profiles of your ideal consumers. Some of the questions you should ask during this step are:
- Are the demographics of your buyer personas relatively similar to the individuals who engaged with your strategy most or are they different?
- If they are different, how can we change our approach to encourage a response from the buyers who match up with our targeted demographics?
- What technologies can we use to more effectively target these customers in the future?
- Analyze the Channels You Used
From direct mail campaigns to email marketing strategies, and everything in between, the medium that you use matters, especially when you’re attempting to reach a certain demographic. That’s why evaluating the particular marketing channel that your team chose and assessing its effectiveness is a must.
For instance, if you’re focusing on attracting 20- to 30-year-old females who own homes in your community, you’ll want to make sure that the mediums you used were the ones that are most likely to reach your target audience, such as Pinterest, Facebook®, or Instagram.
- Dig into the Data
After you’ve reviewed the different facets of your most recent automotive marketing campaign, you’re ready to delve into the post-campaign data. Depending on the advertising approach you chose (direct mail, email, social media, etc.), the information you evaluate will be different.
To put that into perspective, most direct mail campaigns will end with your team reviewing the response rate to your mailer. However, keep in mind that an omni-channel marketing approach may call for a web link that’s included on the piece of direct mail that your customers received.
If that’s the case, you’ll want to check out the web traffic to the particular landing or web page you provided your consumers to get a sense of how it performed overall.
In addition, email marketing campaigns are best examined through the lenses of Click-Through Rate (CTR), Bounce Rate, Email Sharing Rate, and other KPIs (Key Performance Indicators).
With these metrics on the table, planning your next marketing strategy will be as simple as weeding out the components of your campaign that weren’t successful.
- Apply the Results to Your Next Campaign
What’s the key to automotive marketing success? Post-campaign analysis, of course! At the end of the day, evaluating the data produced by your direct mail, email, or social media strategy is a main factor that separates the dealerships that succeed from the dealerships that continue to miss the mark.
With your dealership’s keen eye on improving the response results to your marketing strategies, nothing will prevent you from reaching your quarterly and yearly sales goals.
Analyze Your Dealership’s Post-Campaign Data Today!
The first step toward dealership success is ensuring that every stage of your automotive marketing campaign involves careful data analysis.
Luckily, the data gurus at Aspen Automotive have access to a rich database of information that can transform your next campaign into one that’s designed to maximize your customer response rates.
To find out more about the exclusive tools our team uses to help dealerships across the country thrive, feel free to send us an email or give us a call today!
