Buying a car is a long-term decision involving in-depth research, manufacturer marketing as well as aesthetics and functionality. From this research, we were able to track user behaviour on the Miller & Middleton website, from key entry points to their flow through the site and on to tracked conversions (call tracking and enquiry forms). Demographic and interest and geodata have led to developing seasonal marketing campaigns in sync with core SEAT offers.
We are subsequently able to drill down through analytics and compare web traffic to calls and ultimately footfall into the showroom. At each stage analytics are used to drive decisions on marketing and develop and increase enquiries from the website.