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The challenge here lies in the measurement of the customer journey. The customer journey for the purchase of a car takes several months, which is longer than the cookie is able to correctly track and attribute a conversion.
Moreover, people use different sources of information online (e.g. brand website, review websites, YouTube videos, …) but also offline (e.g. dealers, TV, Radio, OOH, …). This complex and long customer journey makes it impossible to properly track all touchpoints using cookies or even CRM data.
Škoda also has a high search volume on their brand name, which requires quite some budget to cover. Investing the SEA budget in branded search terms is showing good results in terms of tracked macro conversions at a low CPL. But is this really attracting new customers? Aren’t we just intercepting people that already decided? Doesn’t the customer journey start with a generic search to discover your options?