Customer Data in the 21st century
Customer data has become a key topic in the auto industry. Dealers are eager to harness its potential for targeted advertising but are often challenged by Google’s privacy updates and the difficulty of managing data independently.
While Google’s tracking cookies are here to stay (for now), it remains difficult and time-consuming for dealers to fully leverage their first-party data for impactful advertising. The ideal solution? A Customer Data Platform (CDP). A CDP securely ingests data from multiple sources into comprehensive customer profiles, enhancing marketing efforts across platforms.
What is a CDP: The Backbone of Your Marketing Strategy
A CDP is an end-to-end solution that collects, combines, segments, and activates your first-party data across advertising channels and email campaigns. By ingesting this data into all your ad campaigns, a CDP unifies your marketing strategy, ensuring platforms like Google and Facebook understand your customers, resulting in higher ROI and more touchpoints throughout your customers’ journey.
When customers are grouped into highly specific segments, advertisers can create ads that engage them at the perfect time and place.
Why Choose L2T as Your CDP Provider
L2TMedia’s AudiencePro makes managing your first-party data effortless. By grouping shoppers based on key signals—such as a soon-to-expire lease or a previously submitted website lead—AudiencePro ensures that the right ads reach the right people at the right times on the best device. We also provide access to a 24/7 Performance Dashboard that enables you to make strategic decisions based on previous sales by locations and engagement with ads.
How it Works:
- Step 1: Data Ingestion: AudiencePro securely integrates CRM, DMS, and web data into customer profiles.
- Step 2: Data Hygiene and Segmentation: AudiencePro cleans and de-duplicates records and segments customers based on your marketing strategy.
- Step 3: Activation: Audiences are securely ingested into ad platforms like Facebook, Google, and Amazon, where campaigns target them and similar users to maximize advertising results.
Real Results with AudiencePro
In just over five months of using AudiencePro, our dealers have seen a significant boost in ad performance. The Cost-Per-Lead (CPL) for Paid Search campaigns has decreased, while Click-Through Rates (CTR) have soared, showing that ads powered by AudiencePro are resonating with the targeted audiences.
CDP Integration: What Dealers Can Expect
Setting up AudiencePro takes up to one month. During this time, you may need to take a few steps within your DMS and CRM platforms to grant L2T access. After that, L2T handles everything—so you don’t have to.
Once your data is activated across media channels, advertising platforms will immediately target your prospects and past customers. Their algorithms will enter a learning phase to identify and target similar individuals.
To speed up the process, stay engaged and responsive during setup. We keep audiences broad initially to allow ad campaigns to start learning more quickly and target effectively. Narrow, custom audiences out of the gate may lead to a longer learning phase and suboptimal results.
Unlock the True Power of Your Data
Discover how AudiencePro can transform your dealership’s marketing strategy. Contact us to learn more, and start driving real results today!