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Univision Mobile Marketing Case Study at Digital Dealer Conference - Chad Collier (11)

Univision Mobile Marketing Case Study at Digital Dealer Conference - Chad Collier - Orlando Florida (11)

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Comment by Ralph Paglia on April 9, 2012 at 7:43am

My point is that comparing PVR on marketing promotions and advertising campaigns within a dealership is certainly relevant, but becomes far less meaningful when the data from one dealership is then used to compare PVR campaign performance to campaigns executed at completely different dealerships.  Most of the time, the variance in measurement and cost accounting practices are greater than the variances in campaign performance.

Comment by Ralph Paglia on April 9, 2012 at 7:40am

Chip - If I knew the answer, I would provide it... But I would also like to say that as reasonable a question that may be, in my opinion it is irrelevant. I have studied "Cost Per Sale" data for over 25 years and the variances in the way dealership's measure and track such data, along with the capriciousness of how expenses are assigned to a given campaign make most comparisons of PVR costs irrelevant outside of a particular group or dealership.  By the time you assign the marketing and advertising costs associated with a specific campaign

Comment by Chip Dorman on April 9, 2012 at 6:25am

What's their Cost Per Sale?

Comment by Chad Collier on April 8, 2012 at 8:34pm
I agree Ralph! Thanks for your support.
Comment by Ralph Paglia on April 8, 2012 at 7:44pm

Chad - The combination of an affinity program with pricing that is triggered by checking in at the dealership using a GPS equipped mobile app is simply brilliant... One of the few "Win-Win" consumer to dealer via an affinity connection programs I have yet seen... Bravo!

Comment by Chad Collier on April 8, 2012 at 6:42pm
Ralph Univision really gets it. They are committed to providing a solution that is good for the Dealer and the Univision customer. I have been very impressed with the Univision auto team. If your store is not reaching the Hispanic market I highly recommend contacting Univision to see how they can open up a niche market that is 20+% of your market and the fastest growing demographic.
Comment by Ralph Paglia on April 8, 2012 at 6:20pm

Fascinating presentation of the Univision Mobile Marketing case study by Chad Collier of GroupCars during the 12th Digital Dealer Conference in Orlando, Florida...

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