“What brought you in today?” It’s a common question car salespeople ask every customer. It’s a tactic to get the shopper talking and opening up, and it can help find out what channels bring in dealership traffic. But it’s inaccurate, and it doesn’t account for much more than the most recent touchpoint a customer recalls. And it’s not the best way to measure marketing metrics. That’s where attribution comes into play.
It can be hard to justify the investment in attribution: why do you need it, what are potential benefits and how can it help meet your dealership’s goals? You know that there is a great deal of value in having an attribution tool, but what about convincing others? This blog post will give you some ideas for selling your general manager on investing in an attribution tool.