PCG-Engagement-Project-General-Dealers

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Introducing the PCG Engagement Project

Summary of Metrics & Events

December 10, 2016

By Brian Pasch

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Dealers Are Invited to Track Engagement ThisdocumentisdesignedtoexplainthethreemetricsPCGhasdefinedtohelpyoutrackwhichmarketinginvestmentsarebringingengagedshopperstoyourwebsite.Ifyouincreaseengagementyouwillsellmorecars.ThePCGEngagementProjectisanationwidemovementtoempowerdealerstoholdallmarketingagencies,websiteproviders,third-partywebsitetools,andOEMapprovedvendorstoasinglesetofmetricsthatareeasilyinspectedandactionable.Wealsowantedtoclarifysomeoftheprogramelementstogiveyouahighercomfortlevelthatparticipatingwillbeagreatdecisionforyourstores.TomaximizethedatarecordedinGoogleAnalytics(GA)forhardconversionevents(leadforms,calls,chats,andtextmessage)wewillneedyoutoworkwithourteamtogetyourvendorstosendconversionintoGA.ManyvendorsalreadydothatforthePCGEngagementProject(i.e.CarNow,CarChat24,CarWars,AutoHook,etc.)AllofyoushouldhavewebsitesthatrecordleadformconversionsinGAaswell.Sincephonecallsareyour#1sourceofhardconversions,werecommendthatyouhaveDynamicNumberInsertion(DNI)onyourwebsite.TherearemanycompaniesthatprovideDNIandourteamwillworkwithyoutointegrateallexistingcompanies.IfyouareNOTusingDNI,youshouldconsidersubscribingtoCarWarsorCallRevu.Itisnotrequired,butifyoutakeaminutetospeakwithBrianPasch,hecanmakeitveryclearwhythissingletoolwillhelpyousellmorecars!Youshouldknowwhichmarketingsourcesaremakingyourphonering!(Wehavealsonegotiatedagreatpackagefordealersinourprogram.)ThePCGEngagementProjectwillworkwithanychatcompany,anytextingcompany,andanycalltrackingcompanythatistransparent.ThekeyisthatyourvendorpartnersarewillingtorecordconversionsinGoogleAnalytics.Iftheywillnot,youcanstillparticipatebutwillbemissingsomeimportantdata.ThekeyistogetyourwebsitestaggedwithourEngagementEventsinDecembersothatalltrafficin2017isproperlyassociatedwithwebsiteengagement.WhenyoureadthroughthisdocumentyouwillseethatPCGisseriousinmeasuringengagementtohelpyouidentifyBOTS,waste,andmakeiteasyforyoutoreallocatefundstoinvestmentsthathelpmovemetal!

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Roadmap to Getting Started

• SubscriptiontoVistaDashforsix-monthsat$299/month.ContractsshouldbesendtoDanWebb:[email protected]

• IfVistaDashcannotidentify10-20%ofyourpaidadvertisingtrafficthatshouldbereplacedorremovedfromyourbudget,basedonlowengagementscoring,wewillrefundyoursix-monthsubscription.

• CooperationwithourVistaDashonboardingteamtogetaccesstoGoogleAnalytics,Facebook,YouTube,Twitter,CRMdata,CallTrackingData,ChatData,etc.topullinallyourmarketingdata.

• CooperationwiththeVistaDashonboardingteamtoforwardanemailtoyourwebsitevendortoinstallthePCGEngagementScriptsinGoogleTagManager.

• CooperationwiththeVistaDashonboardingteamtoforwardanemailtoyourchatvendoraskingthemtorecordchatconversionsinGoogleAnalytics.

• CooperationwiththeVistaDashonboardingteamtoforwardanemailtoyourDNIphonevendortorecordchatconversioninGoogleAnalytics.

• Cooperationtoattendperiodicwebinars,ledbythePCGManagementTeam,toreviewtheprogressofthePCGEngagementProjectwithdealersintheProject.Eachmonthyouwillcanjoinyourpeersonawebinarthatdiscussesthedataandlearningthatcanhelpdealersidentifyandreducewaste.

Contract Execution IfyouhaveanyspecificquestionsaboutVistaDashfeatures,pleasescheduleademowithDanWebb732-500-1081.PleasesendyoursignedcontractsasquicklyaspossiblesowecantagyourwebsitesbeforeJanuary1st.ContractsreceivedafterDecember23rdwillmostlikelynotbeabletobetaggedsinceyourwebsitevendorwilllikelyhavelimitedsupportbetweenChristmasandNewYear’s.AdditionalStores–Ifyouarepartofalargerdealergroup,andyouwouldliketoaddthosestorestoyouraccount,wewillhonorthe$299/monthpriceforthosestores.DanwillsendyouarevisedcontractifyousendhimthenamesandURLsofthestores.DealerswhosignupafterNADA2017willseearateincreaseof$399/month.Yourgroupwillbelockedinat$299/month.

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Background: PCG Engagement Project

In2016,Istartedtosharemythoughtsaboutcreatinganewsetofmetricstotrackconsumerengagementondealershipwebsitepages.Ifyouaregoingtoinvestinonlinemarketing,don’tyoudeservereportsthatshowifyourwebsitevisitorsareactinglikeshoppers?

Onceyouunderstandtheimpactofnotknowingengagement--youradvertisingblindspot--youwillwanttogetyourwebsiteconfiguredtostarttrackingengagement.ThegoodnewsisthatIcanhelp!YoucanjointhePCGEngagementProject.

DealershipwebsiteshavemanyuniquefeaturesthatpreventasingleimplementationofGoogleTagManagertocountengagementeventsonallwebsiteplatforms(i.e.Dealer.com,DealereProcess,DealerInspire,etc.).Totrackengagementondealershipwebsiteswehadtoaddressthesespecificchallenges:

� Thereareover20differentwebsiteplatformsusedbyfranchisedealersintheU.S.andeachhasuniquewebsitecodingtocreatetheirtemplateddesigns.

� Eachfranchisedealershipwebsiteisdifferent,evenfromthesamewebsiteprovider.Dealersuseawidevarietyofthird-partytoolsandplugins.

� Dealershipwebsitesandthird-partytoolswerenotdesignedtoeasilytrackengagementinGoogleTagManager.

� NotallwebsiteprovidersinstallandsupportGoogleAnalytics.MostwillinstallGAuponrequestbutmaynotsupporttriggeringconversiongoalsforleadforms,calls,andchatsessions.

� Websiteplatformsvaryinthenumberofcall-to-actioneventsthattheyofferonSearchResultsPages(SRPs)andVehicleDetailPages(VDPs).

PCGbuiltscriptsforthesevenmostpopularwebsiteplatformsfirst.Weareaddingsupportforotherwebsiteplatformsbasedondemand.TheinitialscriptsthatPCGbuiltwerefocusedontypicalengagementactionsthatconsumerswouldtaketoshopforavehicle.

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ZeroEngagementsperPage(ZEPs)

Sinceweuncoveredasignificantamountofbottrafficondealershipwebsites,wealsowantedtocreateametricthatmakesiteasytospotvisitorsthathaveZEROengagementswhentheyvisityourwebsite.Ifyourdealershipispayinganagencytodeliverin-marketshopperstoyourwebsite,shouldthosevisitorsactlikeshoppers?

DigitalSharksmaynotcareaboutthequalityofwebsitetrafficthattheysendtoyourwebsite.Formanysharks,quantityissomuchmoreexcitingtotalkaboutthanquality.Topumpuptrafficnumbers,DigitalSharksmayusemarketingautomationtools(i.e.BOTS)toinflatewebsitetraffic.

Whatpercentageofyourtraffic,thatyouthinkisfromlocalconsumers,hasbottrafficintermixed?Couldthisexplainwhyincreasingwebsitetraffichasnotresultedinanincreaseinvehiclesales?TherearecompaniesthatnowfocusontellingyoupreciselyhowmuchBOTtrafficyouhaveacrossallyourdigitalcampaigns(Orbee.co).

TheZEPmetriccalculatesthepercentageofsessionsthathaveZEROengagementpoints.Keepinmindthatpageviewsdonotincreaseengagementpointsbecausebotscanclickthroughpagelinks.IwilldiscusstheapplicationoftheZEPmetricsingreaterdetaillaterinthisdocument.

Thequickapplicationisthis:IfyouhavecampaignsthathaveaZEPscorehigherthan70%,youarepayingforverypoorqualitytraffic.IftheZEPscoreisover90%youarelikelydealingwithBOTtraffic.

ZEPsalsohelptoclarifybounceratemetrics.Ifacampaigngeneratesabouncerateof70%buttheZEPis40%,itmeansthatsomeconsumerswhovisitedonlyonepage,didengagewiththelandingpage.Thisisveryimportanttonote,sinceZEPscanbeusedtoimproveA/Btestingoflandingpagedesigns.

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CalculatingCPEandZEP

TocalculateyourCostperEngagement(CPE)byadvertisingcampaign,youwouldjustneedtwonumbers.Youwouldneedtoknowhowmuchyouspentoneachcampaignandhowmanyengagementeventsthecampaigngenerated.

ThankfullytheCPEandZEPcalculationsareautomaticallygeneratedinVistaDash.

TheVistaDashexcerptshownaboveshowsthreeonlineadvertisingcampaigns;theCPEandZEPiscalculatedforeachcampaign.ItshouldbeofnosurprisethatsomedisplayandremarketingcampaignhaveahighCostperEngagement(CPE)anddangerouslyhighZEPscores.ThefirstremarketingcampaignisaperfectexampleofhowthePCGengagementmetricshelptoidentifywaste.

Thefirstcampaignsent134“consumers”tothedealership’swebsitein9days.Thebounceratewaslow(27.61%)but85%ofthevisitorsneverregisteredasingleengagementpoint.Thatmeansthat85%ofthe“consumers”neverscrolleddownapage,clickedonavehiclephoto/video,orneverclickedonaconversionbuttonassociatedwithavehiclelisting.Withthisbehaviorexposed,dealerscannowdemandthattheiradvertisingagenciesexecutebetteradvertisingmessages,targeting,andlandingpagechoices.

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WhatIwanttomakeclearisthatthemarketingmetricsyouarelikelyusing(i.e.CPC,CTR,BounceRate,Impression)arebrokenandblind.Youandyourteammustinsertthenewmetricsthattrackthequalityofwebsitetrafficandmeasureconsumerengagement.WhenbouncerateisLOWandZEPisHIGH,thisisanothersignalthatyourwebsitetrafficisfilledwithBOTS!EngagementvsSales

ThegoalofthePCGEngagementProjectistoproduceasimplesetofmetricsthatarealignedwithsellingmorevehiclesand/orservice.Currentadvertisingmetrics(CPC,CTR,BounceRate)arenotmetricsthatpredictsales;neitheristheamountyouspendonmarketing.

Asshownintherepresentativechartabove,IbelievethataswerefinetheCostperEngagement(CPE)formulaandgetmorethird-partyvendorstotriggerGoogleeventswhenleadsaresubmitted,wewillbeabletoplotengagementvs.sales.Thetotalengagementonyourwebsiteshouldbealignedwithsellingmorecars.

Doesn’tthatmakesense?90%ofthetraffictoyourwebsitewillnotconvertthroughatraditionalchannel.Youmuststopmakingmarketingdecisionsbasedonlyonthe10%thatsubmitalead,chat,orcallthedealership.Ifyourmarketingcampaignsarerelevantandyourwebsiteismerchandisedproperly,thenincreasedengagementwillincreasesales.

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OnceyourwebsiteistaggedwiththecorrectTagManagerscriptsforyourwebsiteplatform,youwillbeonyourwaytocollectingvaluableengagementdata.Whatwillhurtyourwebsiteengagement?Yourvehicleinventory,pricing,andmerchandisingwillalsohaveanimpactonengagement.Iwillnotgointodetailsonmarketpricingstrategies,butyourdealershipneedstobecompetitivelypricedwhenconsumersarriveonyourwebsite.Don’tforget—Greatphotosmakeadifference!

WhatAbout“Free”Traffic?

IfyouarefollowingthediscussionontrackingCostperEngagement(CPE)youprobablyaskedyourself,“Whataboutmyemailcampaignsthatdon’thaveahardcost?”Alltrafficsourcesthatdon’thaveahardcostwillbemeasuredbyEngagementsperSession(EPS).TheEPSmetricswillallowyoutotestdifferentnon-paidtrafficstrategiestoincreaseengagementonyourwebsite.

Asasidenote,yourmarketingagencymaycallthis"OwnedMedia".Thisisatermusedforaudiencethatyouhaveearnedthroughwordofmouthorbrandnamerecognitionorformercustomers."EarnedMedia"isanymarketingactivityyoudothatcostsyoumoney.

KeepinmindthattheZEPmetricappliesforbothpaidandearnedmedia.YoushouldbeinspectingearnedmediacampaignstoreduceyourZEPpercentages.AhighZEPonanexistingcustomeremailmarketingcampaignwouldlikelybeduetoawronglandingpagebeingchosenintheemailcontent.

Hereisanexampleofhowitwouldwork.YouhaveanemailtemplatethatyousendouteachmonthtoadvertiseyourcurrentpromotionsandOEMincentives.ThecurrentdesignhasanEPSscoreof7.1,whichforthisexampleisaverage.

Nowyouredesigntheemailtemplateforthenextmonth,basedontrafficanalysisandclickpaths,andyousendoutthecampaign.ThistimetheemailcampaignhasanEPSscoreof12.1.Thisnewtemplatehasgeneratedahugeliftinengagement:70%moreengagementpointspersession.TheEPSmetriccanassistyoutoimproveemailtemplates,

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landingpagedesigns,andkeywordsstrategiesforallnon-paidtraffic.Thiswouldapplytoemailblasts,CRMcommunications,SEOcampaigns,andorganicsocialmediaposts.

WhatAboutConversions?

Ifyouwerereadingthelistofconversioneventscarefully,youshouldhavenoticedthatyourwebsitevendorsshouldbetrackingtraditionalconversionmetricsinGoogleAnalytics.Themandatoryconversiontrackingeventsare:

o Leadformsubmissiono Phonecallconversation(two-wayconnectedspeaking)o Chatconversionso SMS/Messengerconversions

IfyouaresloppyabouttrackingtraditionalconversionsinGoogleAnalytics,youwillneverhaveaccurateengagementtracking.

Thenumberoneconversionchannelforyourmarketinginvestmentsisthephone.Withthatinmind,youmustinvestinaccuratecalltracking.Allreferralchannelsshouldbetracked,notjustGoogleAdWords.ThetechnologythattracksphoneconversionsforallreferraltrafficiscalledDynamicNumberInsertion(DNI).YouwillabsolutelywanttogetphoneconversiontrackingrightifyouwanttooptimizeyourmarketinginvestmentsusingCPE,EPS,andZEP.

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WhatCanWeExpectfromEngagementTracking?

Usingourengagementmetrics(CPE,ZEP,andEPS)discussedinthischapter,youwillbeabletooptimizeyourmarketingstrategytoincreasewebsiteengagement.ThesenewmetricswillalsoconfirmthegrowingresearchfromothercompaniesregardingtheinfiltrationofBOTtrafficinadvertisingcampaigns.

TheQ32016AutomotiveWebsiteTrafficQualityReportdocumentsanalarmingtrend.Dealersareinvestinginonlinemarketingchannelsthathaveahighpercentageofquestionabletraffic,oftenassociatedwithBOTS.Paidadvertisingtrafficqualitycanvarygreatly;allagenciesarenotcreatedequal.Ifyourealizedthat20-40%ofyourpaid

advertisinginvestmentsgeneratepoorqualitytraffic,withlowengagementscores,wouldn’titmakesensetogetyourwebsitetaggedwithPCGengagementeventstoknowwhatisworkingandwhatisnot?

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CPEEngagementEvents

HereisalistofsomeoftheeventsthatwearecollectinginGoogleAnalyticstoday,andwehaveadditionaleventsoutlineinthecomingpages.

PCGworkswiththeirVistaDashclientstoHANDLEALLthevendorsetupssodealersdonothavetogetboggeddowninthedetailsofsettingupengagementtracking.

o CPE-Financing-Start

o CPE-Get-ePrice

o CPE-Lead-Form-Submit

o CPE-Phone-Call

o CPE-Photo-Gallery-View

o CPE-Schedule-Test-Drive

o CPE-Specifications-Tab

o CPE-Trade-in-Start

o CPE-Scroll

o CPE-Video-Play

o CPE-Chat-Start

o CPE-CarFax-Start

o CPE-PureCars-Start

o CPE-DDC-MyCars-Viewed

o CPE-DDC-MyCars-Saved

o CPE-DDC-MyCars-Alerts

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Tomakeoureventsstandoutfromothereventsthatyourwebsiteproviderhasprogrammedforyourwebsite,alloureventsstartwith“CPE-.”Thenamesaredesignedtobeself-explanatory,butletmedefineafew:

CPE-Financing-Start–isacounterthatistriggeredwhenaconsumerclicksonabuttonthattakesthemtoanonlinefinanceapplicationorfirst-penciltool.

CPE-Get-ePrice–isacounterthatistriggeredwhenaconsumerclicksona“getprice”buttononyourSRPorVDPpages.Thebuttoncanbenamedanythingyoulike,butthisisthecounterforpricingquestionsthataretriggeredbyaconsumer.

CPE-Lead-Form-Submit-isacounterthatistriggeredwhenaleadformiscompletedonyourwebsiteandsenttoyourCRM.

CPE-PhoneCall-isacounterthatistriggeredwhenaDNItrackedphonecalliscompletedonyourwebsite.Ifyourphonetrackingsoftwarewilldifferentiatebetweensales,service,andpartscallswehaveadditionalmetricnamesthatcanbeused,likeourchatmetrics.

CPE-Photo-Gallery-View–isanimportantcounterthatistriggeredeachtimeaconsumerswipesorclickstoviewphotosofavehicle.Viewingphotosofavehicleishighlycorrelatedtoanengagedshopper.It’salsorelatedtoahigherlikelihoodofashowroomvisitorupcomingconversion.

CPE-Schedule-Test-Drive-isacounterthatistriggeredwhenatest-drivebuttonisclickedonyourwebsite.

CPE-Specifications-Tab-isacounterthatistriggeredwhenavehiclespecificationstabisclickedonyourwebsite.

CPE-Trade-in-Start–isacounterthatistriggeredwhenaconsumerclicksonabuttonthattakesthemtoanonlinetrade-intool.Ifyourtrade-insoftwarecompanyiscommittedtotrackingengagement,theycanalsosendintoGoogleAnalyticsaneventwhentheapplicationisfinished

CPE-Scroll–isacounterthatistriggeredwhenaconsumerscrolls

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downawebsitepage.Ifaconsumerisengagedwithapage,theywillnormallyscroll,sowearetrackingthisactivity.

CPE-CarFax-Start–isacounterthatistriggeredwhenaconsumerclicksonabuttontoreadtheCarFaxforavehicle.

Ihopethatthisdiscussionisgettingyourexcited.Forthefirsttime,youwillbeabletomeasuretheshopperengagementonyourwebsitepages.Youwillbeabletoseewhichadvertisingsourcesandcampaignstrategiesareworkingtodeliverthehighestengagementatthelowestcost.

EventTrackingforThird-PartyApplications(iframes)

PCGisalsoworkingwiththird-partysoftwaredeveloperstorecordaneventinGoogleAnalyticswhenanengagementorconversioneventistriggeredbytheirsoftware.OneeventthatIwanttohavetriggeredwouldoccurwhentheirsoftwaresendsaleadintoyourCRM.

Forexample,ifyouareusingeAutoAppraiseforyouronlinetrade-intool,whentheconsumerscompletetheformaleadissenttoyourCRM.WeareworkingwithcompanieslikeeAutoAppraise,AutoHook,andchatcompaniestoalsosendanengagementeventtoyourGoogleAnalyticsaccount.

Someoftheeventsthatwearetrackingforthird-partysoftwaretoolsinclude:

o CPE-Trade-In-Completeo CPE-Finance-Completeo CPE-AutoHook-Form-Completeo CPE-AutoHook-Redemptiono CPE-AutoHook-Vehicle-Soldo CPE-Service-Appt-Completeo CPE-Parts-Order-Completeo Edmunds-Vehicle-Report-Starto Edmunds-Read-Full-Review-Starto Edmunds-Explore-Compare-Start

CertaineventswillbenamedgenericallylikeCPE-Trade-In-

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Completebecausetheywillbeusedforanytrade-insoftware.AutoHookhastheirowneventnamebecausetheyareauniquesoftwaresolutioninaclassbyitself.

PleasemakesurethatallyourvendorpartnersuseacompliantCPEeventnameforthelistabove.Ifyouneedaneweventnamecreated,havethemcontactPCGimmediately.

EventTrackingforChat

Thechateventsthatwewillbeaskingeachchatcompanytoprovidearelistedasfollows:

o CPE-Chat-Start-Saleso CPE-Chat-Start-Serviceo CPE-Chat-Start-Partso CPE-Chat-Engageo CPE-Chat-Complete-Saleso CPE-Chat-Complete-Sales-With-Appointment-Seto CPE-Chat-Complete-Serviceo CPE-Chat-Complete-Service-With-Appointment-Seto CPE-Chat-Complete-Partso CPE-Chat-Complete*

Ataminimum,wewouldwanteachchatcompanytotriggertheCPE-Chat-Completeeventwhentheysubmitaleadtothedealership’sCRMplatform.

However,chatcompaniesthatwehavespokenwithrealizethattheycanEXPANDtheengagementmeasurementbysendingadditionaldetailstoGoogleAnalyticsabouttheconsumerchatsession.Somechatservicesdonotdifferentiatebetweensales,service,andpartsbutsomedo.Withthatinmind,wecanexplainthemeaningoftheseeventstohelpchatcompaniespartnerwithPCG.

CPE-Chat-Start–isacounterthatistriggeredwhenaconsumerstartsachatsession.Ifthechatoperatorcandifferentiatethetypeofchat(sales,service,parts),wehaveaspecificstarteventforeachinquiry

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type,andtheirnamesare:

o CPE-Chat-Start-Saleso CPE-Chat-Start-Serviceo CPE-Chat-Start-Parts

Ifthechatcompanydoesnotdifferentiatethetypeofchatsession,thentheywouldjusttriggertheCPE-Chat-Starteventwithavalueofone.

CPE-Chat-Engage–isacounterthatistriggeredeachtimeaconsumeranswersbacktoyourchatoperator.Thiswillallowustoseehowengagedtheconsumerwaswiththechatoperator.

Whenthesessionends,thechatsoftwarecompanywouldtriggerwitheventwiththenumberofengagements.Forexample,iftheconsumersentresponses10times,theeventwouldhavethevalueof10.

CPE-Chat-Complete–isacounterthatistriggeredwhenachatplatformsendsaleadintoyourCRM.Thiseventisalsoavailableforsales,service,andpartsleads.

o CPE-Chat-Complete-Saleso CPE-Chat-Complete-Serviceo CPE-Chat-Complete-Parts

Ifthechatcompanydoesnotdifferentiatethetypeofchatsession,thentheywouldjusttriggertheCPE-Chat-Completeeventwithavalueofone.

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CPE-Chat-Complete-Sales-With-Appointment-Set–andtheeventforservice(CPE-Chat-Complete-Service-With-Appointment-Set)willbeusedbychatcompaniesthatwillindicatewhethertheleadthatissenttotheCRMhasafirmappointmentset.

Ifthatisset,theeventwillhaveahigherweightingbecauseitincreasesthelikelihoodthattheconsumerwillcometothedealership.

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EventTrackingforCallsandTextMessaging

HerearetheeventsthatwillberequiredforcompaniesthatprovideDNIandTextEnabledphonenumbers:

o CPE-Call-Confirmed-Saleso CPE-Call-Confirmed-Sales-With-Appointment-Seto CPE-Call-Confirmed-Serviceo CPE-Call-Confirmed-Service-With-Appointment-Set

o CPE-Text-Confirmed-Saleso CPE-Text-Confirmed-Sales-With-Appointment-Seto CPE-Text-Confirmed-Serviceo CPE-Text-Confirmed-Service-With-Appointment-Set

CompaniesthathaveengagedwithPCGtosupportthisinitiativeincludeCallRevu.comandCarWars.com.

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GettingYourDealership/SoftwareSolutionSetupwithEngagementTracking

AnyexistingVistaDashdealerthatwantstostarttrackingengagementtoleveragethenewmetricsofCPE,EPS,andZEPwillneedtocontacttheirVistaDashaccountmanager.

DealerswhoarenotcurrentlyaVistaDashclientshouldcallDanWebbat732-500-1081tosignupforourdashboardsoftware.

VendorwhowouldlikeassistancewithconfiguringtheirsoftwaretoberecognizedinVistaDashshouldcontactShawnHoaglandorBrianPaschat732-450-8200.