Automotive Digital Marketing

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Sara Towner, Cobalt Account Advocate
by Sara Towner, Account Advocate

Tired of listening to the marketing mumbo jumbo that everyone loves to use but hates to explain? Sometimes ya just gotta say, What the Buzz? Let’s debuzz digital, break down the chatter that matters and expand our digital dictionaries… all in seven sentences or less.

Today’s buzzword is KPI. We’ve asked one of our resident Digital Demystification Delegates to explain what it is and why dealers should care.

  • A KPI is a “key performance indicator” used to measure website performance.
  • A KPI may also be referred to as a KSI – key success indicator.
  • A dealership must establish its strategic and operational goals and then choose the KPIs which will best measure the success of those goals.
  • KPIs can and should differ for each goal or strategy you're measuring.
  • Traditionally, single KPIs have been measured and evaluated in isolation.
  • Recent automotive studies suggest that dealers can derive more meaning from measuring combinations of multiple metrics than focusing on a single performance metric.

What are the right KPIs when measuring the success of your dealership's digital advertising? VIN Views, Form Leads, H&D Lookups, Inventory Searches and Time on VIN all have value. Download the eBook, Automotive Moneyball, to learn how Cobalt uses its own unique technique for evaluating advertising KPI‘s.

Are you dying to say, What the Buzz? Tell us what buzzword you want debuzzed, and we’ll put our Digital Demystification Delegation Agents on it!

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Download the new eBook, Automotive Moneyball, to learn how the right mix of KPI’s have fueled an advertising platform that’s the best kept secret in dealer advertising.
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About the Author

Sara Towner, Account Advocate Sara Towner is an Account Advocate on the Volkswagen team at Cobalt. She works with VW dealers to identify and implement digital marketing strategies to align with their dealership’s goals and business needs. Sara has a background in website and email marketing and holds an Art History degree from Western Washington University. In college Sara drove her grandma’s 1981 Toyota Corolla hatchback. It was white with rust stains and algae growing on it. Her brother named it White Lightning. You can reach out to Sara directly at

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Tags: KPI, advertising, analysis, automotive, dealership, marketing, metrics


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Comment by Alexander Lau on September 3, 2014 at 8:33am

I've been preaching this for three years. You had better figure out which KPI's to measure. We do it all.

Comment by Ralph Paglia on September 3, 2014 at 8:28am
I agree with Sara... Instead of swimming in a sea of meaningless metrics, read this article, download the free eBook, then focus on the half dozen Key Performance Indicators that are measurable and meaningful.

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