Several posts on automotive digital marketing forums have asked the question, "Pandora, Yes or No?" At String we analyze millions of traffic combinations through the power of our predictive analytics platform. Based on the conversions that we see inside the String Dealer Positioning System, our answer is, not surprisingly, "It depends."
As this post will focus on evaluating the decision of the dealership to add or expand their budget with Pandora, based on the "opportunity" in their market, we will need more than just one data set to find our answer. We will be calling on data sets from Google Analytics*, the dealer's sales data, registration data and lastly, the lifestyle categories (demographic and psychographic data) of specific households who registered a specific model.
This will be the first entry in a series of blog posts analyzing advertising decisions in the automotive marketing. If you are curious how effective a particular advertising choice is for your market, pose your question in the comments below. We will include your suggestions in future posts and follow up with a detailed market report for your specific challenge.