MINI challenged us to find a solution to the evergreen problem for the automotive industry: tying online consumer behavior to vehicles sales data.
Automotive brands face a unique set of challenges. A user’s online experience is distinctly separate to what actually happens in a dealership. There has been no way for brands to correlate a user’s online research, with how that directly influenced the sale of a vehicle.
Utilizing Google Marketing Platform (GMP) we gained understanding of what users do onsite, which channel drove them to the site, when they downloaded a brochure, or requested a test drive. However, any analysis was purely restricted to online, where a lead is considered as good as a sale.