For Audi Seattle we implemented a dynamic social retargeting strategy combined with a focus on tracking the customer’s journey through an integrated CRM system. Increasing the monthly lead volume by 216%, and increased the amount of scheduled test drives by 55%.
Freeway Motors Inc, now known as Audi Seattle, has been a fixture in Seattle’s University of Washington District since the late 1960’s. When this family-owned Audi dealership first opened its doors in 1969, it was one of the first Audi dealerships in the country.
As a proud Audi Magna Society Dealer driven by high customer satisfaction and sales volume, visiting customers receive world-class experiences that commensurate with the Audi name.
Audi Seattle wanted to increase their number of leads, and better track their customer journey from awareness to purchase.
Although the vehicle decision making journey may be different for every automotive shopper, the average prospective buyer visits 5.5 sites before making a purchase.* Outside of general brand awareness ads for the dealership, Audi Seattle lacked a full-funnel approach to nurturing prospective buyers through social channels. After recognizing this void, the paid social team at FSA capitalized on this opportunity by implementing a dynamic social retargeting solution that shows the most compelling inventory to the right audiences—driving them toward vehicle detail pages, lead submission forms or other valuable places at greater efficiencies.
* Source: 2017 Cox Automotive Car Buyer Journey; 2017 Autotrader Emerging In-Vehicle Technology Study
How We Did It
How We Did It
While paid social campaigns have remained a staple in Audi Seattle’s digital marketing strategy over the last decade, the inability to accurately measure customer attribution across multiple channel touch points has persisted. FSA’s analytics team took on the multi-faceted task by auditing assisted conversion channel data in addition to mapping out the connection between their customer relationship management software and Facebook.
Through implementing a structured tagging system across platforms using UTM’s and dynamic CRM segmentation, Audi Seattle is now able to track the customer journey from social awareness to purchase. This change in customer tracking has led to optimal media spend allocation along with increased alignment between internal and external marketing departments.