PureCars launches an attribution platform just for car dealerships

The auto dealer-focused online marketing platform says this new solution is the first to solve dealers’ unique problem of attribution.

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Buying a car these days often involves extensive online research before visiting a physical dealership.

That’s a key reason why attribution has been difficult for auto dealers, says car marketing platform PureCars, which released a sales attribution/business intelligence platform this week that it says is the first one to fully track the path from online research to dealership visit.

Called Signal Pro, it is complementary to PureCars’ existing Smart Advertising marketing automation platform for dealerships, which enables multi-channel campaigns. CEO Sam Mylrea said clients can use Signal Pro in conjunction with Smart Advertising, or separately.

The challenge. Mylrea said that car purchases present a unique attribution problem, because buyers typically spend so much of the pre-purchase time conducting research online, with a physical trip only in the last stage of test driving, final negotiation and purchase. In other words, the funnel dynamic is particular to this industry.

A solution. Signal Pro gets a feed from the inventory management system of its clients, about 3,000 dealerships in the US. It tracks user activity at dealer websites, engagement activity with ads run by its client dealerships, and, via third-party data services, engagement and impression data on car-related ads that are run by others, like auto makers.

When a user goes to a dealer web site or views one of the ads, PureCars is able to match the user to a cross-device graph, which employs IP addresses and other indicators to match anonymous users to persistent identifiers, like phone numbers. Those identifiers then help match the customer who walks into a physical showroom and buys or leases a car to an ad engagement or a site visit.

Previously, Mylrea said, his company could track ad campaign engagement, as well as specific attribution signals like a user filling out a contact form or a user calling a specific phone number. Now, he said, Signal Pro enables dealers to link the online research to the physical purchase, and also predict where each customer is in the buying cycle. Mylrea claims Signal Pro can accurately tie about 80 percent of dealership purchases to the relevant marketing or advertising impetus.

Why you should care. While other attribution services similarly offer multi-point attribution, including linkages between online marketing and offline purchases, Mylrea said Signal Pro is the first specifically tied into dealer inventories and designed for auto purchases.

Given that cars are generally consumers’ second-biggest purchase after homes, knowing which ad spend or site content impacted sales can be a valuable piece of the marketing puzzle.

This story first appeared on MarTech Today. For more on marketing technology, click here.

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iHeartMedia to acquire Stuff Media as podcasting continues its rise

Publishers continue to invest in podcasts despite marketers’ concern about the lack of 3rd-party measurement standards.

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iHeart Media says it plans to acquire publisher Stuff Media, signaling that, despite some advertiser fears, publishers still see podcasts as a good investment. Stuff Media is a for-profit publisher whose inventory includes the HowStuffWorks podcasting business, and iHeartMedia says that the move will double its usage metrics and make it the top podcast publisher globally and the second overall.

Why you should care

Despite podcasting’s meteoric growth, marketers have expressed some worry about advertising on podcasts, citing lack of measurement and standards as the industry scales. But this type of investment could signal that publishers have no such fears. According to a release announcing the acquisition, IHeartMedia’s iHeartRadio (iHR) division already features more than 20,000 podcasts. Podcasting is going to keep growing and proving itself as valuable advertising platform — with or without third-party measurement verification.

More on the news

  •  iHeart Media said its podcast listening growth was up 73 percent in 2018 compared to 2017.
  • And an Interactive Advertising Bureau (IAB) survey earlier this year found that podcast revenues topped $314 million in 2017, an 86 percent increase from 2016.
  • We also may be closer to a standard. The IAB did release measurement guidelines in late 2017, offering guidance to advertisers on how to measure, but no entity such as the Media Ratings Council (MRC) provides third-party standards at this time.

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HubSpot adds on-board video capability with Vidyard integration

Now, marketing, sales and service can add videos, create video messaging or add interactive layers within the HubSpot dashboard.

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Inbound marketing and sales platform HubSpot introduced a native video function to its platform last week, through an integration with business video platform Vidyard.

The new capability, which highlights the growing importance of video in business, operates inside the HubSpot dashboard for marketing, sales or service, Vidyard co-founder and CEO Michael Litt said. Previously, HubSpot users needed to embed a video created with external tools.

Marketers can now upload an externally produced video and then publish it to a branded landing page hosted on the HubSpot platform. Sales or service people can utilize a webcam to record a video for a customer, or they can screen-record an online process, both of which employ the onboard Vidyard application.

[Read the full article on MarTech Today.]

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