The KPI Cafe returns with Facebook's Head of Automotive Retail Bob Lanham. The inspiration behind the episode stems from the disjointed approach to defining two key terms used in digital marketing: measurement and optimization. How you define these will help change your perspective on how to approach your digital strategies, budgeting, and benchmarks for success. It's time to start thinking about how to spend better, not spend more, by asking "Why?" more often and leveraging the right Key Performance Indicators (KPIs) to make well-informed decisions.
Here's What to Expect:
Bob Lanham's Origin Story (and Some Other Cool Background) (2:10)
Biggest Challenges in Digital Ecosystem (12:00)
What Does "Measurement" Mean? (18:06)
If Digital Is More Efficient, Why Is Cost-Per-Car Sold Stagnant? (23:20)
How Should We Define "Optimization"? (28:26)
"The Why" (36:51)
The Bet from Facebook (41:10)
What Should Dealers Understand About Facebook Measurement? (42:32)
Facebook As a Branding Play (49:30)
Concluding Thoughts (55:43)