The Challenge
In May 2022, our team took a look at customer sales data for Krause Family Ford. The purpose of the audit was to pinpoint inefficiencies in the targeted audience and see where improvements could be made. After looking at the data over a rolling 90-day period, we could see which areas needed to be changed. This required an adjustment to our client’s budget and marketing strategy.
The Approach
Our Dealer Management System, or DMS, is one of our most valuable resources; it provides key information on our clients’ audiences, showing us who to target, when to target them and how to target them. With the information from our DMS, our team was able to target zip codes that were underperforming and make negative bid adjustments or remove certain zip codes when necessary. The changes were made for new and used cars and trade campaigns.