Digital success is no longer about how many people are following you or the level of engagement your posts receive, but the positive outcomes your content delivers and in particular, the impact on sales.

Automotive retailers may be surprised to learn that their sector is not the only one where disparate, displaced and difficult to join up information makes understanding the full picture of consumer and customer behaviour challenging, digital marketing agency Jellyfish digital analytics manager Daniel Smulevich (pictured) reveals.

Smulevich will take to the stage at AM’s popular Digital Dealer Conference on September 15 at Silverstone.

His conference theme is on the key components of a consumer’s interaction with a business – the online content which drives them to make contact; the analytics and data which provides intelligent insight to gauge consumer reaction to information; and through to the experience itself, firstly in the digital world and then once they make contact or visit the dealership.

“You can use the information gleaned to tweak content to generate more response,” said Smulevich.

“The digital world has moved on, it is no longer about how many people are following you or the level of engagement your posts receive, but the positive outcomes your content delivers and in particular, the impact on sales.

“Digital marketing managers are now, rightly, asking: what is the point of high level engagement, the number of likes, followers or retweets, if it is not influencing the bottom line?”

Key to delivering measurable results on profits is the ability to make sense of the vast swathes of information and accompanying metrics of online activity in order to deliver the content which boosts sales.

It is not uncommon for businesses in a range of industries and among employees at a number of different levels to misunderstand the data or not interpret it properly.

Smulevich will aim to cut through the complexity and provide clarity on data analysis and the detail which needs attention as well as the information which can be parked to one side.

“Extracting the data from different sources and combining it to gain an overall picture can be the most difficult stage of the process whilst security is a major concern across all industries and isn’t confined to automotive retail.

“One of the major changes in the data and analytics field, which is a huge challenge, is the sheer amount of information available. The volume of detail can be so overwhelming that businesses simply don’t tackle analytics to the extent required to make essential strategic decisions to increase enquiries and ultimately, sales.

“In essence, it is the planning process which is the most important and if undertaken extensively and properly is the stage which has the most significant effect on the analysis and therefore subsequent actions.

“The trick is to extract and merge information to create a single source of truth which isn’t as easy as it sounds. Careful planning will net the best results and allow you to uncover the most crucial metrics which if implemented can have the most dramatic effect on business performance.”

Smulevich will provide examples of how challenges were overcome and how to implement best practice from a range of industries including automotive drawing on his experience providing agency services to Volkswagen Group.

Tickets are only available to dealers and vehicle manufacturers. To book, please contact Emma-Louise Kinnaird on 01733 395133, email emma-louise.kinnaird@bauermedia.co.uk or visit www.amdigitaldealer.co.uk.

Suppliers wishing to exhibit please email sheryl.graham@bauermedia.co.uk or call 01733 366467