Leading South African auto vertical AutoTrader.co.za has invested in the Google Analytics 360 marketing platform in a bid to stay at “the forefront of a new digital wave.”

“Our focus is to eradicate friction in the shopping process between the online and real world,” CEO George Mienie said in a news statement. “Google Analytics 360 allows us to connect with consumers wherever they are with rich, personalized car shopping experiences that assist and delight.”

The tool helps AutoTrader predict consumer needs in real-time “by connecting the dots across all the moments that influence a purchase.” Mienie said the site can now help customers make better decisions faster. “It’s an investment with big potential gains.”

Google Analytics 360 seamlessly integrates into existing technologies and AutoTrader will use it in conjunction with AutoFuzion to create tailored services for dealers and customers.

“The ways in which this data can be used to provide better insights is limitless. It ultimately saves time and money and, if used cleverly, can help to delight too, which is what we want from our shopping experience for consumers,” Mienie concludes.

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