Google Attribution 360 helps automotive brand drive marketing innovation
Company Size
1,000+
Region
- America
Country
- United States
Product
- Google Attribution 360
Tech Stack
- Google Analytics 360 Suite
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Digital Expertise
- Revenue Growth
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Automotive
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Predictive Quality Analytics
Services
- Data Science Services
About The Customer
The customer is a leading automotive brand that wanted to modernize its marketing measurement tool set and implement measurement best practices. The brand was looking for ways to improve its overall return on investment and improve overall planning and strategy. The brand engaged Carat USA, a leading media agency that makes client budgets work harder and drives innovation with data-driven attribution, to help finalize their data ecosystem and implement Google Attribution 360.
The Challenge
A leading automotive brand wanted to modernize its marketing measurement tool set and implement measurement best practices to pave the way to a new era of marketing insight and performance. The brand engaged Carat USA to help finalize their data ecosystem. The first step was to select an attribution provider. After evaluating analyst reports, Carat recommended Google Attribution 360, part of the Google Analytics 360 Suite, as the best option. The goal was to improve overall return on investment and improve overall planning and strategy.
The Solution
Carat implemented Google Attribution 360 and integrated it with the client’s existing tagging system. They gathered data across more than 250 campaigns spanning display, search, paid search, paid social media, SEO, and mobile channels. The insights from Attribution 360 encouraged new cross-channel alignment between display messaging and lower-funnel search term bidding. It also helped identify the best search-assisting display strategies and inform spending decisions. Carat set up custom lift reports to help their client identify the best search-assisting display strategies and inform spending decisions.
Operational Impact
Quantitative Benefit
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