Bridging the Gap: How Auto Marketers Can Connect Online and Offline Data for ROAS Uptick

Introduction

The automotive industry is in the midst of a digital revolution. As the lines between online and offline shopping experiences blur, auto marketers are presented with a unique opportunity. By harnessing both online and offline data, they can significantly enhance their Return on Advertising Spend (ROAS). But how can this be achieved in a landscape that is constantly evolving?

The Modern Automotive Landscape

In today's interconnected automotive environment, consumers engage with brands across multiple touchpoints. They might discover a car model through an online ad, research it on social media, download a brochure, book a test drive online, make a purchase at a dealership, or even interact with customer service via a call center. This complex journey, which includes both online and offline interactions, presents a challenge for marketers who need to consolidate these diverse data points to gain a comprehensive understanding of their customers' paths to purchase.

The Challenges of Omnichannel Touchpoints

Attributing sales to specific marketing efforts, optimizing campaigns for higher conversions, and maximizing ROAS can be difficult due to this fragmented customer journey. For instance, a customer might fill up a form at a dealership after seeing an online ad or might book a test drive after a call with customer service. Moreover, the data from these touchpoints often resides in separate systems like POS systems, CRM tools, lead management software, and call center data systems. This further complicates the process of consolidating and analyzing the data.

Without a holistic view of the customer journey, it's challenging to attribute this conversion to the right marketing effort. This lack of clarity can lead to wasteful ad spend on ineffective campaigns and missed opportunities for personalized engagement.

The Power of an Advertiser's CDP

The solution to this challenge lies in leveraging an Advertiser's Customer Data Platform (CDP) that is capable of integrating and harmonizing both online and offline customer data. Platforms like these aggregate data from various sources, providing a unified view of the customer journey from ad exposure to acquisition. This allows marketers to identify high-performing campaigns, understand the factors driving conversions, and optimize their ad spend for higher ROAS.

ReBid: A Game-Changer for Auto Marketers

ReBid is an example of an Advertiser's CDP that connects pre-click advertising data at a campaign level with post-click customer data. This integration offers marketers a deeper understanding of their customers' journey from ad exposure to conversion, covering both online and offline touchpoints.

Among the suite of innovative features offered by ReBid is the Live Campaign Performance Tracker. This powerful feature enables marketers to track all live campaigns in real-time and tie post-click outcomes, such as leads or sales, to the initial ad interaction. By connecting ad exposure to tangible business impact outcomes, the tool allows marketers to evaluate the efficacy of their campaigns with exceptional accuracy.

The live tracker illuminates the customer journey, painting a vivid picture of how ad interactions translate into conversions. As a result, marketers can swiftly identify high-performing ads, understand their impact, and adjust their strategies accordingly. This real-time responsiveness empowers marketers to improve campaign performance continually, ensuring a higher return on investment (ROI).

In conclusion, auto marketers can significantly enhance their ROAS by harnessing the power of an Advertiser's CDP like ReBid. By integrating data from all customer touchpoints, marketers can gain a holistic view of their customers' journeys and fine-tune their advertising strategies accordingly. As the automotive landscape continues to evolve, the ability to capitalize on the synergy of both online and offline data will be crucial in driving growth and maximizing ROAS.