For the VW dealership FSA 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 173%, and decreasing cost per VDP by 57%.
University Volkwagen is one of the only original Volkswagen dealerships left in the entire country. Since opening in 1958 in Seattle’s University District, they have continued to delight customers from around the region with a vast selection of high-performance Volkswagen models accompanied by impeccable customer service standards. If there is a VW vehicle that you’re looking for, then it is safe to say that University Volkswagen has it right here in Seattle.
University VW 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, University VW 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 University VW’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, University VW 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.