Google Case Studies Google Attribution 360 helps automotive brand drive marketing innovation

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	Google Attribution 360 helps automotive brand drive marketing innovation Google

Google Attribution 360 helps automotive brand drive marketing innovation

Google

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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.

About 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.

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.

Impact #1	Cross-channel exposure is critical. When people see ads in multiple channels, conversion rates lift by up to 350 times as compared to seeing ads in just one channel.
Impact #2	Some display types deliver more lift in lower-funnel search than others. More spend in key categories could help the automotive brand make the most of this cross-channel impact.
Impact #3	More effective display choices creates demand that can be played out in paid search. Reductions in display spending should be balanced by strategic increases in paid search spending.

Impact #1

Cross-channel exposure is critical. When people see ads in multiple channels, conversion rates lift by up to 350 times as compared to seeing ads in just one channel.

Impact #2

Some display types deliver more lift in lower-funnel search than others. More spend in key categories could help the automotive brand make the most of this cross-channel impact.

Impact #3

More effective display choices creates demand that can be played out in paid search. Reductions in display spending should be balanced by strategic increases in paid search spending.

Benefit #1	350x lift in conversions in multi-channel vs. single channel exposure

Benefit #1

350x lift in conversions in multi-channel vs. single channel exposure

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Overview

Google Attribution 360 helps automotive brand drive marketing innovation

Operational Impact

Quantitative Benefit