CEDAR FALLS, Iowa -- Mudd Advertising has launched AdTracks, a Web-based advertising tracking portal where auto dealer clients can track, measure and analyze all aspects of their advertising.
"The average dealership spends hundreds of thousands of dollars a year on advertising. With AdTracks, dealers can now monitor the performance of their campaigns across all channels and at every level," said Rob Mudd, agency division president of Mudd Advertising. "It provides all the information dealers need to optimize their advertising and insure maximum ROI on their monthly ad expenditure."
AdTracks allows dealers to view all their advertising information from one web-based control panel. The easy-to-use console was developed based on Mudd's 4M's of advertising: understanding a dealer's market, researching the most effective media to buy, developing the most effective message and measuring the effectiveness of the dealer’s advertising and marketing strategy.
Data sections within AdTracks include:
Market – Contains industry reports from research companies such as TNS and R.L. Polk & Co. that are specific to a dealer's market, along with vehicle sales by zone, information on the dealer's competition and dealership rankings. Dealerships can also view service reports summarizing what customers paid for a service, the average amount of money spent, what was covered by warranty and totals for each week.
Media – Consists of detailed advertising campaign plans, programs and targets across all media channels, including day-to-day task lists, buy recommendations, budgets, media calendars and coverage maps.
Message – Shows all TV, radio, direct mail and point of sale campaigns, both active and archived, and their run dates. Dealers can read current and archived scripts for radio and TV, listen to radio ads, view TV spots and see corresponding marketing collateral.
Measurement - Contains ups and sold statistics by store, cost per up, budgets of weekly ad spend, and campaigns and their results.
Communication – Provides a calendar of previous and upcoming meetings, and a meeting recap section summarizing previously discussed topics and action items.
AdTracks data can be viewed cumulatively or by individual months or years. Dealerships with more than one store also have the option of creating reports for each retail location in addition to comprehensive reports for the entire dealership group.
"AdTracks has given us a more efficient ad spend. We're able to measure campaign results across any channel and make changes to increase response rates," said Stanley Griffin, Jr., sales manager at Beaty Chevrolet in Knoxville, Tennessee. "One of the best features is being able to access the data wherever I'm at – at home, at the office or on the road. It makes it real easy to switch media whenever I need to."
