Digital Dealer - December 2019 - 39

A UNIFIED RESPONSE TO ADDRESSING THE
IDENTIFIED CONSTRAINTS ALONG THE PATH TO
PURCHASE DROVE ALIGNMENT AND REDUCED
INTERNAL CONFLICTS..."
focused on driving leads.
We had different KPIs being
measured through different
analytic platforms, by multiple agencies, each through
their own lens.
To combat this, we made
operational changes across
the organization to ensure
key stakeholders across
the tiers within the brand,
sales, and marketing group
were all looking at the same
data, in the same way -and coming together at the
same time to discuss how
we collectively respond.
A unified response to
addressing the identified
constraints along the path
to purchase drove alignment and reduced internal
conflicts, while substantially
reducing variation in how
we message to the consumer at different stages
along the path to purchase.
Ultimately, we focused on
achieving one goal: increasing our digital contribution to
retail sales - or the percentage of retail sales that are
attributed to a form or a
phone lead.
CONNECT CUSTOMER
INSIGHTS THROUGH A
SINGLE PLATFORM

Previously, we were only
looking at segments of the
customer journey, so there
was no way to understand
what the consumer had just
done or was coming from.
We knew what that consumer was doing on each

individual website, but we
couldn't stitch together a
coherent journey to understand their real intent - we
couldn't move people along
to the next stage, closer to
purchase.
In response, we partnered with the 2,700
dealers in our co-op program and started to bring
customer data into a single
measurement platform -- in
this case, Google Analytics
360. Since manufacturer,

100% there yet. One of
our remaining challenges
is optimizing the experience as the consumer
bounces between the
brand, regional, and dealer
experience. Each tier tracks
and continually improves
the consumer experience
within their own ecosystem.
Next, we need to stitch the
experience across all tiers
- every page, image, and
click - to eliminate redundancy and efficiency to get

CONSUMERS -
WHETHER THEY ARE
STILL IN THE RESEARCH
PHASE OR READY TO BUY
- WANT TO HAVE THEIR
QUESTIONS ANSWERED
WITH AS LITTLE FRICTION
AND CONFUSION AS
POSSIBLE."
regional, and dealer website
data is now being pulled
into a single place, it's much
easier for us to see what
the customer previously
did or researched and then
guide that customer through
to the next stage with the
appropriate context without
redundant or irrelevant
messaging and confuses
the consumer, which can
actually drive them in the
wrong direction.
ACCEPT THE DETOURS

We know we're still not

them to the next step. This
challenge is exacerbated by
the large number of website
providers and certified
digital media providers we
work with.
Despite these headwinds,
we are making definite
progress. As we continue to
improve how we handoff the
customer between tiers, we
know we must be flexible.
As our customers bounce
back and forth between
tiers, it's our job to make
their experience as seam-

D I G I TA L D E A L E R . C O M

less as possible.
Although we're still in the
early stages of this coordinated strategy, we're happy with the results we've
seen thus far: targeting
high intent consumers in a
coordinated way yields a
more efficient paid search
spend. Even in this early
stage, we've been able to
more than double our digital lead retail sales at the
same marketing cost. This
strategy has also enabled
us to strengthen the bridge
between tiers and make
more informed marketing
decisions.
Ultimately, our role at
the manufacturer level is
to be a connector - to
help potential and existing
customers get where they
need to be without taking
the relationship away from
the dealer. Striving for
better marketing alignment
across tiers and a more
holistic view of these future
customers are key to driving the future success of
our brands.
TOM LAYMAC currently
directs the creative,
development and functional
management for Fiat Chrysler
Automobile's U.S. businessto-consumer digital properties,
which consists of brand and
corporate websites, the digital
business for 2,600 dealers,
lead and data management,
CGI, and digital analytics.

DECEMEBER 2019

39
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Digital Dealer - December 2019

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