Clarivoy CEO Steve White's Upcoming Speaking Engagements Help Educate Dealers about the True Meaning of Multi-Touch Attribution

Clarivoy CEO Steve White will help marketers answer the question they’ve been asking about their efforts forever, “Is my investment helping me sell more vehicles?” at several upcoming speaking engagements over the next few months.

For as long as advertising has existed, businesses have struggled with connecting the dots between advertising dollars spent and the return on that investment. As technology has advanced, attribution models have developed and they have become much more precise and workable. However, until recently, attribution was simply based on reports from vendors and CRM sourcing which is largely either biased or unreliable. Every vendor report uses different metrics and attribution models. How can you compare apples to apples if one vendor uses last-click attribution, while another uses first-click? You can’t. The sad fact is that it will always be in a vendor’s best interest to choose the attribution model that best illustrates their solution’s performance — not what is best for your dealership.

And, how many times have you discovered a salesperson sourcing a customer to a non-existent marketing campaign? Sadly, most attribution is unreliable and provides poor, unworkable data. Dealerships are thus unable to make accurate and informed decisions about how to optimize their advertising dollars.

In today’s digital culture, consumers are influenced by multiple sources. They read reviews of vehicle models and dealerships, search prices and bounce around from site to site like never before. As a result, the average number of dealerships visited before purchasing a vehicle is dwindling. It is more important than ever before to know how effective your marketing dollars are at bringing those prospects from the anonymous browser into your showroom. Through precise, more accurate measurement, you can optimize the advertising mediums and sources that DO contribute to the sale versus those that do not. No more guessing – now you can actually know. Steve plans to talk about this in his upcoming speaking sessions, and will show you a better way to truly measure your marketing results and hold your vendors accountable for your marketing dollars.

If you plan to attend any of these events, add these sessions to your agendas to better understand multi-touch attribution and how it can help you make more informed decisions about your marketing budgets.

April 4-5, 2017 – 2017 Innovative Dealer Summit, Denver, CO

Wednesday, April 5, 2017 10:00 – 10:50am

Session: Attribution for Dummies

Description: Attribution. It’s currently the hottest “buzzword” in the Automotive Marketing space.  But do you know what it is and how you can use it to improve the results of your marketing?  To ensure that you’re getting the optimal results from your advertising spend, it’s very important that you not only use attribution, but that you use the best type of attribution model for your business so you can more efficiently manage your marketing budget with better results. During his session, Steve will 1) Help you understand what attribution is and why it is critical for your dealership; 2) Explain the different types of attribution models and which provide the most accurate picture of your marketing ROI; and 3) Provide case studies that show how other dealers use attribution to make better marketing decisions.

April 11-13: Digital Dealer 22, Tampa, FL

Wednesday, April 12, 2017 1:30 – 2:20pm

Session: Attribution 101 — Learn what attribution is, the various attribution models available, and how to use attribution to ensure optimal results from your advertising spend.

Description: Attribution. It’s currently the hottest “buzzword” in the automotive marketing space. But do you know what it is and how you can use it to improve the results of your marketing?

Attribution simply means “assigning credit.” Using attribution models helps dealerships better understand the results of their advertising spend. However, not all attribution models are created equal. Some models only assign credit to the first or last action a customer made, while others assign credit across all the touchpoints.

To ensure you’re getting optimal results from your advertising spend, it’s very important to not only use attribution, but use the best type of attribution model for your business. In his session, you will learn what attribution is, the various types of attribution models available, and how you can use attribution to ensure you’re getting optimal results from your advertising spend.

May 21-23: 2017 Digital Marketing Strategies Conference, Napa, CA

Session: A Crash Course in Multi-Touch Sales Attribution

Description: Learn how leading dealers use Multi-Touch Sales Attribution to make data driven decisions. Dealers will learn about the various types of attribution models, discover which ones provide the most accurate picture of their marketing ROI and see how these models enhance the results of analytics tools like Google Analytics.

If you have any questions, would like to contact us to pre-schedule an appointment, or would like to learn more about the solutions Clarivoy has to offer, please contact us at 614-444-4321 or hello@clarivoy.com.

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