He praised the City of Irondale for being a solid long time business partner of the firm, during his acceptance speech.īenchmark Automotive Group moved to it’s current location in Irondale on Grants Mill Road in 2002. Terry Spitzer, Benchmark CEO was presented with the prestigious CDA Business of the Month award. Benchmark Automotive Group was recently honored as the Irondale CDA – September 2015 Business of the Month during a special award luncheon. If you are a member of a technology company, website company, or OEM organization and would like to become a council member, check out /GA4 to find out more.įor any additional questions about preparing for GA4, email. Attendees of this conference will be the first to receive the standardization document. When is the big reveal? Specifications will be released at the Modern Retailing Conference in Palm Beach in November. He also urges dealer groups to encourage all their vendors to support this project because it will save them both time and money. Currently, all of the OEM digital management companies are part of the council as well. Pasch invites all companies that may be relevant and interested in the project to join the Automotive Standards Council for GA4. Related: Why your car dealership must build a robust first-party data strategy It will prevent further wasted funds on universal analytics, especially since dozens of companies have collaborated and agreed upon what needs to be included in GA4.
Pasch notes that this standardization will have a substantial positive impact on the auto industry. In the past, so much money has been spent on improving universal analytics to fix individual platforms. For example, granular details will be accessible for marketing based on specific vehicles, communication methods, and offers. This standardization of tracking consumer engagement will enable the analysis of platforms and group levels to be possible. This allows specific parameters to be chosen and fifty custom dimensions. However, there is still a level of customization that will be allowable by the standardization based on what events need tracking. What does this mean for dealers and agency groups? As Pasch said, everyone will use the same event names in digital retailing. Conversion forms for lead forms, even I-Frames, are also included in the new specification. The new specification for GA4 will allow dealerships to report when calls are connected, when appointments are made and when parts or services are purchased. In current analytic systems, for example, the number of phone calls made to dealerships are falsely reported and lack the detail to track the conversion fully. A few of these events include financing applications, contact forms, and phone calls. So far, the council has identified thirty conversion-related events and sixty different parameters. “Let’s save money supporting those common questions that dealers have by naming everything the same and by creating a specification document that easily allows dealers to see which events should be marked as conversions,” he said. Pasch announced the Automotive Standards Council for GA4’s creation earlier this spring to set a standard that all companies can benefit from and support. As a result, critical information is being missed that could result in lost conversions and a lack of uniformity. Most websites do not track consumer activities in detail, and all websites have slightly different specifications. What exactly does GA4 have to offer dealerships that other analytic systems don’t? Simply put, GA4 has a different framework for tracking event-based consumer engagement.
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