Carro, a car marketplace platform based out of Singapore, will start using new adtech and martech tools in conjunction with one another to gain better understanding from their marketing efforts.
These tools generate significant cost savings, driving down cost per lead since they help reduce wastage, according to Carro CMO Manisha Seewal. The distribution of ads, for instance, could be better optimised to ensure brands were reaching out to the most number of consumers, she said in an interview with DTCDaily.
Seewal said she tracks all ad and marketing spend in real-time using tools such as Google Ads, to monitor cost per lead and the amount she spent on a daily basis, as well as Google Analytics to assess whether her spending was translating to sales.
However, insights gleaned from Google could not be integrated with data from Facebook. “What could improve is that these tools work and speak with each other because they currently don’t…[the insights] stay within their own platform,” she noted. “As a marketer, there’re always these two big monster budgets to manage.”
And while some brands would invest to work with a third-party or consulting firm to pull together numbers from the different platforms “and give you some fancy charts”, she said these still were too disjointed.
She noted that, even within Google’s web platform, there was no guarantee insights from Google Display Network also would apply to YouTube or Gmail. “That’s always my challenge,” she said. “We’re willing to spend marketing dollars in reaching out to customers, but that may or may not always translate to insight.”
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