With no information about the target audience we create a metrics strategy to obtain data in a quick manner.

We selected platforms that could obtain data with the same reference (same tracking method) and define one single point of data, in this case the Analytics tool was the centric point due to Bounce Rate KPI based.

We include tracking codes into the web site pages for obtain data using a Tag Manager tool and single cookie system for all platforms.

We apply an special naming convention for identify each media results.

DoubleClick suite was linked to Google Analytics Premium at API level for decrease data lost to 0%, as a new solution there where no information about how to link this tools, so we used a Beta option for make this happened.

With the new metrics strategy we defined we select the platforms that could work together and the way to connect all media into the same metrics system, so we select this platforms:

DoubleClick Campaign Manager as Adserver.

DoubleClick Search as Search Optimiser.

Bid Manager as DSP platform.

Google Analytics Premium as Web Analytics Tool.

All platforms was connect through API links and data discrepancies decrease to less than 10% from Media to Web site numbers.

All this happened at the first 2 months and then strong optimisation rules where created based on all the data.

Rules for testing media was defined for test new activity with less risk possible based on kind of media, price and estimated response.

All activities was tracked since first impact until Web conversion or engaged visit was register the web site.

Feedback from dealers where used for geographical segmentation and LATAM Strategy was created.

KPIs was reached in the first weeks of activity, obtain quality users with a price lower than $6.00 CAN.

Data from users found new audiences like Finance, Movie lovers, Dating Services that were interested in these vehicles filling forms for more information on the web site.

Web site engaged users reach 1 million at the end of the year.

The best perform Media Mix was driving 12k quality users weekly to the website with a 3% conversion rate to qualified leads for the dealers.

More than 23k qualified leads where present on the dealers stores.

38% sales increase was reached at the end of the year.