2. What we’ll cover
Our team at Chevrolet and our approach to metrics
The business context and our particular challenge
The test we planned and ran
How it all turned out
2
3. The right conditions Rina Patel
Tamara Metrics and
Warren analytics
Go for it! Boss with guru
entrepreneurial
attitude
Hang on –
let’s really
learn
something
This is what I
want to do!
3
4. Chevrolet enterprise model and search
LINK SEARCH
BUILDING
13 39 19
markets
markets markets
28
languages
Chevrolet SEARCH
Europe
HQ in 17
languages
SEARCH Zurich
22
websites
45
websites
4
5. Customer focus and Attribution are key
1. 2.
Path analysis Contribution
modelling
3.
Cross-
channel
optimisation
5
6. Hands up please
1.Name a car model made by Volkswagen
2.Name a car model made by Ford
3. Name a car model made by Chevrolet
6
7. Business problem and our challenge #Advertising
1 2 3
Low product Small market Small media
awareness share budgets
Without
the big
Spontaneous awareness bucks
Currently in No interruptive or
for Chevrolet products
is virtually nil Europe at 1.36% broadcast media
But we need to grow awareness, consideration and leads!
7
9. Generic visibility is strategically important
88% of the = the
7.8 billion opportunity
automotive searches
Link building = the
Generic content practicality
9
10. Generic “category” landing pages
BUSY
BUILDING
LINKSTO
THESE
PAGES X 13
Family Small 7-
SUVs MARKETS
cars cars seaters
14. What we wanted to find out
Is there a symbiotic relationship between the two channels when
they are managed together?
How can we exploit it across multiple markets and multiple languages?
What can attribution tell us?
How can we squeeze every last drop out of our media budgets?
14
15. Performics Goals
Showcase
Maximise RoI
Attribution
Work across Understand
Markets Generic SERPs
15
27. Attribution changes everything...
1000
900
800
700 25% more conversions
600
500 attributed to generics
400
300 when attribution
200
100
applied
0
u shaped last click
27
28. I learned something today...
SEO on it’s own
isn’t enough
Attribution models
are awesome
Don’t be scared
28
29. Chevrolet and search
SEARCH
Brand protection
19
markets
37 Acquisition
(generics)
markets
LINK Harnessing
BUILDING
combined
13 Chevrolet
power of
markets
Europe
HQ in
27 paid/natural
search
languages
SEARCH Zurich SEARCH The holy
22 44 17 grail
websites
websites languages
29
Hinweis der Redaktion
While Chevrolet – as an iconic American car brand - is very well known, the Chevrolet car models offered in Europe today - not. The brand was only re-launched in 2005 in Europe with a new model-line-up of small and mid-sized cars, so we don’t have the same cultural familiarity in Europe like brands such as VW, Renault, Ford.Our market share is growing steadily every year – and we are the number one brand in Russia – but particularly in Western European markets like the UK, Germany and France, we’re not on the radar. Market share translates into "on the road presence" and it’s generally agreed that you need 2% market share before your brand and carlines enter public consciousness.We have very little room to for manoeuvre. Our media share of voice reflects our market share. It’s a well known fact that the easiest way to grow market share is to over-invest in media proportional to your market share – or take a larger share of the media voice. This is what we did when I was at DDB in the late 90’s. But a) the media landscape is now so fragmented – although being able to buy the Champions League final half time break would certainly help us and b) we don’t have the money.