FIAT Case Study - Web Analytics And Media Data Analysis In The Automotive Industry - 2009

Web Analytics and Media/Data Analysis
in the Automotive Industry.
A case study: FIAT UK
Marco De Cesaris
September 2009
Dissertation submitted in partial fulfilment for the degree of
MA in Electronic Communication and Publishing,
School of Library, Archive and Information Studies,
University College London.

Marco De Cesaris 2 01/09/2009
Abstract
Web analytics and data analysis are becoming far more important to business. These tools
and analysis allow you to judge on the performance of the business and at the same time
can help in forecasting. If well integrated web analytics and data analysis can provide
good recommendations and insights for the decision makers, and can also allow
immediate changes on the website (adding, removing, editing pages and/or content), and
again can help in improving media planning (and ad spend), and these kind of analysis
definitely help in the process of business optimization.
This is a practical empirical research rather than a theory based research. All the work is
based on real data from a blue chip company in the automotive Industry: FIAT UK.

Declaration
I hereby declare that this dissertation is all my own original work and that all sources
have been acknowledged. It is 14,759 words in length.
Please keep this work very confidential. In order to make it public, you need to contact
the author and get his approval.
Marco De Cesaris
September 1st
2009

Acknowledgements
I would like to thank all the people who were involved and helped me to complete this
path: lectures and staff of the MA in Electronic Communication and Publishing course at
UCL, my tutor Robin Hunt, all the Marketing team at FIAT UK (special thanks to Chiara,
Michelle and Claudio), Miles, and a very special thank to Simone (one of the best people,
colleagues, and friends I have ever met) and Elena Bernardelli (FIAT UK Marketing
Director) who agreed and allowed me to work on a FIAT UK real case study.

Table of Contents
Abstract................................................................................................................................2
Declaration...........................................................................................................................3
Acknowledgements..............................................................................................................4
Table of Contents.................................................................................................................5
Introduction..........................................................................................................................7
1. General overview and how this work is structured....................................................10
2. What FIAT wants to measure ....................................................................................16
2.1 Correlation between web-traffic and sales (O.C.F.)............................................16
2.2 Key Performance Indicators in the automotive industry (arranged test drives,
brochure requested, brochure downloaded, dealer locator and configured cars) ..........19
2.3 Correlation between online advertising, sales, and web-traffic ..........................26
2.4 Online advertising analysis (analysis of twelve parameters linked to each single
online ad) .......................................................................................................................32
2.5 Offline ads and influence on the web (e.g. TV, national press, events, etc…)...37
2.6 Overview of visitors -> leads (online behavioural analysis in real time in order to
optimise the opportunities and increase the probability of sales)..................................39
2.7 Conversion rate – comparison between YAHOO and AOL. How different
publishers/channels/traffic sources perform ..................................................................41
2.8 Overview of funnels. An example: FIAT 500byDiesel ......................................42
2.9 Scrappage: a case study.......................................................................................44
2.10 Dealer Locator Analysis..................................................................................45
2.11 Spotify and FIAT.............................................................................................46
2.12 Twitter and Google Trend (additional external analysis)................................51
2.13 Comparison with competitors through eDX....................................................51
3. Sources of information, data and tools ......................................................................53
4. Findings .....................................................................................................................55

4.1 Correlation between web-traffic and sales (O.C.F.)............................................55
4.2 Key Performance Indicators (KPIs) in the automotive industry (arranged test
drives, brochure requested, brochure downloaded, dealer locator and configured cars)
56
4.3 Correlation between online advertising, sales, and web-traffic ..........................58
4.4 Online advertising analysis (analysis of 12 parameters linked to each single
online ad) – case study (email campaign evaluation – FIAT PUNTO Mar/Apr 2009).59
4.5 Offline ads and influence on the web..................................................................62
4.6 Car Configurator as one of the most important section on the website ..............66
4.7 Conversion rate – comparison between YAHOO and AOL. How different
publishers/channels/traffic sources perform ..................................................................67
4.8 Overview of funnels. An example: FIAT 500byDiesel ......................................76
4.9 Scrappage: a case study.......................................................................................79
4.10 Dealer Locator Analysis ..................................................................................80
4.11 Spotify and FIAT.............................................................................................83
4.12 Twitter and Google Trend (additional external analysis)................................86
5. Conclusions................................................................................................................89
6. Bibliography ..............................................................................................................91
7. Attachments - Full reports .........................................................................................92

Introduction
Between 2008 and 2009 marketing budget and business models have changed especially
after the financial crisis started at the end of 2008. From a marketing point of view,
money has been moved from traditional marketing to digital marketing. There has been a
huge increase of budget in digital marketing because it is cheaper and it allows detailed
and specific targeting and traceability (so it is possible to directly evaluate the
investment).
The main question I would like to answer is:
How can digital marketing (through analytics, tracking and media/data analysis) help in
monitoring, improving and optimising the business?
Points that I would like to discuss and analyze in my dissertation:
• Correlation between web-traffic and sales (O.C.F.)
• Key Performance Indicators (KPIs) in the automotive industry (arranged test
drives, brochure requested, brochure downloaded, dealer locator and configured
cars)
• Correlation between online advertising, sales, and web-traffic.
• Online advertising analysis (analysis of twelve parameters linked to each single
online ad). These parameters include brand offence and defence, payment (CPC,
CPM, CPA, CPL), paid search, newsletter, display advertising, advertorial, banner
size, publishers, targeting (behavioural, re-targeting, geo-targeting, demographic,
and so on) – case study (email campaign evaluation – FIAT PUNTO Mar/Apr
2009)

• Offline ads and influence on the web (e.g. TV, national press, events, etc…)
• Overview of visitors -> leads (online behavioural analysis in real time in order to
optimise the opportunities and increase the probability of sales)
• Internet marketing and analytics.
• Conversion rate – comparison between YAHOO and AOL. How different
publishers/channels/traffic sources perform.
• Overview of funnels. An example: FIAT 500byDiesel.
• Scrappage: a case study
• Dealer Locator Analysis
• Spotify and FIAT
• Twitter and Google Trend (additional external analysis)
• Comparison with competitors through eDX
Here is how this dissertation is structured:
In Chapter 1 I analyze FIAT UK from a web analytics and media/data analyses point of
view in order to show how these kinds of analyses can be helpful for monitoring,
optimizing and improving the business. At the end of the Chapter definitions of Internet
Marketing and Web Analytics are given.
In Chapter 2 I describe what each point highlighted in Chapter 1 brings to FIAT UK (in
terms of leads generation), and highlight the key points - e.g. sales, leads quality, and so
on.

In Chapter 3 I explain the source of information – i.e. analysis and reports that I made for
FIAT UK based on the tools/information/data of (owned by) FIAT UK.
Chapter 4 includes the findings – i.e. reports and analysis with comments.
Finally you will find the conclusions.

1. General overview and how this work is structured
The focus of this work will be mainly in online media advertising (which is directly
measurable), off line media, performance of the website (mainly visits) and an in depth
analysis of the most important Key Performance Indicators (KPIs) in the automotive
industry (e.g. booked test drives, brochure requests, brochure downloads, dealer locator,
saved configurations of cars) and how the web analytics and media/data analysis can help
in optimising the effectiveness of marketing, and ultimately generating more sales leads,
and very possibly sales with a higher ROI.
Another important aspect of this work will be to discover what is the most productive
traffic source in order to improve the traffic on the website and also in order to improve
the number and quality of enquiries (conversion rate: leads/visits).
Then the focus will shift to offline advertising and the impact on the website. I will
explore how offline campaigns can affect online traffic and what is the best mix between
online/offline campaigns in order to maximize the revenue for the website.
Each single page on the website is tagged1
. The main analytical tool used is Sophus (a
specialized web analytics and management solutions tool in the automotive industry).
Additional analysis and investigations will be for the configured cars2
and Scrappage3
(introduced in the UK in April 2009). There will be a segmented analysis in order to
1
A “tag” (or “page tag”) or “web bug” is an object that is embedded in a web page or e-mail and is usually
invisible to the user but allows checking that a user has viewed the page or e-mail. One common use is in e-
mail tracking. Alternative names are Web beacon, tracking bug, tracking pixel, pixel tag, 1×1 gif, and clear
gif. http://en.wikipedia.org/wiki/Web_bugs and http://en.wikipedia.org/wiki/Web_analytics#Page_tagging

understand the impact of an event like the “Scrappage” on the general traffic and
enquiries of the website and finally on the sales.
An additional overview of future directions of analytics tools and web development will
be given at the end of this work.
My intention is to show how analysis, web analytics and integration of external/additional
data (such as sales, offline advertising, events, calls to/from dealers, etc…) can provide
useful insights in order to help the decision makers to monitor, take actions, optimize and
improve the business of selling cars.
1.1 Internet Marketing and Analytics.
1.1.1 Internet Marketing (as defined by Wikipedia):
“Internet marketing, also referred to as i-marketing, web marketing, online marketing, or
eMarketing, is the marketing of products or services over the Internet. The Internet has
brought many unique benefits to marketing, one of which being lower costs and greater
capabilities for the distribution of information and media to a global audience. The
interactive nature of Internet marketing, both in terms of providing instant response and
eliciting responses, is a unique quality of the medium. Internet marketing is sometimes
considered to have a broader scope because it not only refers to digital media such as the
2
You configure a car online when you use the car configurator. “The Car configurator is an application
written in flash software and also embedded within the website that allows you to build your own car
online” – see Chapter 2, par. X, page YY for more details.
3
Scrappage is a discount on a new vehicle. See Chapter 2, par. X, page YY for more details.

Internet, e-mail, and wireless media; however, Internet marketing also includes
management of digital customer data and electronic customer relationship management
(ECRM) systems. Internet marketing ties together creative and technical aspects of the
Internet, including design, development, advertising, and sale. Internet marketing also
refers to the placement of media along different stages of the customer engagement cycle
through search engine marketing (SEM), search engine optimization (SEO), banner ads
on specific websites, e-mail marketing, and Web 2.0 strategies […]
• Advantages
Internet marketing is relatively inexpensive when compared to the ratio of cost against
the reach of the target audience. Companies can reach a wide audience for a small
fraction of traditional advertising budgets. The nature of the medium allows consumers to
research and purchase products and services at their own convenience. Therefore,
businesses have the advantage of appealing to consumers in a medium that can bring
results quickly. The strategy and overall effectiveness of marketing campaigns depend on
business goals and cost-volume-profit (CVP) analysis.
Internet marketers also have the advantage of measuring statistics easily and
inexpensively. Nearly all aspects of an Internet marketing campaign can be traced,
measured, and tested. The advertisers can use a variety of methods: pay per impression,
pay per click, pay per play, or pay per action. Therefore, marketers can determine which
messages or offerings are more appealing to the audience. The results of campaigns can
be measured and tracked immediately because online marketing initiatives usually
require users to click on an advertisement, visit a website, and perform a targeted action.
Such measurement cannot be achieved through billboard advertising, where an

individual will at best be interested, then decide to obtain more information at a later
time.[…]
Because exposure, response, and overall efficiency of Internet media are easier to track
than traditional off-line media—through the use of web analytics for instance—Internet
marketing can offer a greater sense of accountability for advertisers. Marketers and their
clients are becoming aware of the need to measure the collaborative effects of marketing
(i.e., how the Internet affects in-store sales) rather than siloing each advertising medium.
The effects of multichannel marketing can be difficult to determine, but are an important
part of ascertaining the value of media campaigns.
• Limitations
Internet marketing requires customers to use newer technologies rather than traditional
media. Low-speed Internet connections are another barrier: If companies build large or
overly-complicated websites, individuals connected to the Internet via dial-up
connections or mobile devices experience significant delays in content delivery.
From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try on"
tangible goods before making an online purchase can be limiting. However, there is an
industry standard for e-commerce vendors to reassure customers by having liberal return
policies as well as providing in-store pick-up services.
A survey of 410 marketing executives listed the following barriers to entry for large
companies looking to market online: insufficient ability to measure impact, lack of
internal capability, and difficulty convincing senior management.”

By the way the limit of “the inability of shoppers to touch, smell, taste or "try on"
tangible goods” is not a limit for FIAT as the main purpose of the website is leads
generations who will be then driven to the dealer in order to take a real test drive.
1.1.2 What is Web Analytics
Definition by Wikipedia:
“Web analytics is the measurement, collection, analysis and reporting of internet data for
purposes of understanding and optimizing web usage.[…]”
http://en.wikipedia.org/wiki/Web_analytics
Another definition from Eric Peterson:
“In general terms, web analytics is the process of collecting data about the activities of
people accessing your website (visitors)--how they found you, when they visited, what
pages they looked at, what they bought or downloaded, and so on--and mining that data
for information that can be used to improve said website.”
http://www.xml.com/pub/a/2005/10/12/what-is-web-analytics.html
IAB UK says:
“Online offers you an unparalleled ability to analyse how users are interacting with your
site. Third party web analytics can reveal much more about user behaviour beyond the
basic statistics about page views and unique users. Understanding which pages users are
responding to (or not) can help identify fundamental flaws in your website which could be
reducing your ROI. If a high percentage of users are exiting on a certain page this is your

prompt to act. Content could be out of date or there could be a link distracting users and
leading them away from completing a key task.” http://www.iabuk.net/en/1/website.html
• Advantages offered by analytics:
Analytics allow measurements (of what happen on the website, of how visitors interact
with the website, of how different campaigns are performing, and so on) and then allow
understanding behaviour, with the consequence of doing ad hoc tests in order to optimize
the business.
The results and analysis coming from the data collected with analytics tools, allow
marketing departments to evaluate the investment done on advertising (for example), and
these analysis also allow website optimization (usability issues) and again overview of the
products (e-commerce and not) and again also how the brand/products are perceived.
Actually the potential of these analyses is very huge and include many different purposes,
especially if these data are overlaid with other external sources such as sales, offline
media and so on.
E.g. measuring correlation between models (i.e. visits on the website to pages related to
different models), would also allow to optimize ad spend and web site navigation – if
people watching pages related to FIAT 500 also watch pages related to FIAT Panda, it
could make sense to reduce the ad spending on both of the models and concentrate it on a
different mix (on the edge put all the money on just one of these two models).

2. What FIAT wants to measure
The goals described in Chapter 1, will be achieved by analyzing the following:
2.1 Correlation between web-traffic and sales (O.C.F.)
This analysis will include different sources of information: web-traffic on
www.fiat.co.uk crossed with data about sales (in Italian called O.C.F. = Ordine cliente
finale) which are the orders received by FIAT for new cars. Be careful: O.C.F.s are
not registrations yet.
In addition to this information the analysis will also include information about
enquiries such as arranged test drives and brochure requests.
The two main KPIs for FIAT UK (web related) are arranged test drives and brochure
requests.
Arranged test drive is really important because (in term of potential sales) is the
closest action to bring the online visitors from the web to a real dealer. Once the
visitor arranges a test drive online (filling in a form and submitting his personal and
contact details), he will be called back from the dealer in order to book the test drive,
and the next step will be walking physically into the dealer and trying the car. This
online step (arranging a test drive) is considered to be a high commitment from a
visitor (who becomes a “lead” or “prospect”) because he provides his personal and
contact details (see image 1).

Image1
Request a brochure works almost in the same way of arrange a test drive. The only
difference is that the visitor (who fills in the form and submits it and thus becomes a
lead), doesn’t commit to test a car, but does commit to receive a brochure via post.
Anyway he is showing interest in a FIAT car. Again FIAT collects information from

this potential lead (according to the optin/optout boxes ticked by the visitor who
requests the brochure) – see image 2.
Image2
More information about brochure requests and arrange a test drive is in the paragraph
about KPIs.

When bringing all this data together in analysis it is hoped to bring insights to FIAT in
order to understand if there is any correlation between the three dimensions cited
above.
Actually, analysis on weekly basis shows that (generally) the sales trend (O.C.F.)
follows the website trend with a week of discrepancy (e.g. if in week 1 website trend
increases, then in week 2 also O.C.F. will increase). The only exceptions are the
months of March and September (which are the two crucial months where generally
all the car registrations are concentrated).
These analyses allow monitoring of general health (sales and business trends) of the
company. Deeper analysis (based on the approach I have demonstrated above) would
also allow a better understanding of conversion rates related to visits on the website,
enquiries made, and O.C.F. (car orders) received. On the top of it (additional and
precise deeper analyses) would also allow prediction for sales, and then good planning
to optimise marketing strategies.
2.2 Key Performance Indicators (KPIs) in the automotive industry
(arranged test drives, brochure requested, brochure
downloaded, dealer locator and configured cars)
The most important online Key Performance Indicators (KPIs) used by FIAT UK are:
Ø arranged test drive,
Ø brochure requested,
Ø brochure downloaded,
Ø dealer locator,

Ø configured cars (saved, printed, emailed).
Of course these KPIs are not exhaustive. But in some way they are the closest Calls
To Action (CTAs) that a user can make on the website. E.g. when arranging a test
drive, the visitor leaves his contact details and in some way he commits. The same
process takes place with a “brochure request”. Slightly different is Brochure
Download (that doesn’t require any registrations at moment (August 2009), so
everyone can download a brochure without any commitment).
Changes are coming for the dealer locator section4
. At moment you can search for a
dealer by name or by location and get a list of dealers that match your enquiry. One of
FIAT’s suppliers provides a system for tracking calls. This system allows analyzing if
a dealer gets a call, from where/who, and this system can also track if a dealer calls
back the “lead” who requested a test drive or a brochure. This system can (and will)
be improved as at the moment we are not able to track a closer call to action for
people searching for a dealer (within fiat.co.uk). To make things clear, at the moment
the system for tracking calls and the system for tracking the website, are not linked.
What happens at the moment (when a visitor searches for a dealer on the website) is:
He visits the section “dealer locator” (http://www.fiat.co.uk/dealer/Locator.aspx) and
he does a search by location or dealer name.
4
Dealer locator section, is a section of the website where visitor can gather information about dealers and
contact them in order to arrange a test drive, or request a brochure or make any other kind of enquiries.

After he has clicked on the button “search” (red circled in the image above), a list of
results is retrieved and displayed to the visitor (see image below).

At this stage he is offered four main actions (red circled in the image below):
1) print the information,
2) see more details about the dealer,
3) save the dealer as preferred dealer,
4) new search.
Of course all of these actions (with the exception of save the dealer as preferred
dealer, which asks you to log in your fiat account) at the moment don’t identify the
visitor because he is not leaving any information or contact details (unless he is
already registered with fiat.co.uk and also already logged in).
Of course when people look for a dealer, they are interested in contacting the dealer,
and in order to do that the next action must be as simple as possible. At moment we
are still in need of an additional step: print the details or write down the dealer
telephone number or dial the dealer telephone number on your telephone… all of

these are intermediate steps (and of all these steps very likely FIAT wouldn’t be able
to do a proper tracking because there is a gap from different devices: internet/pc and
telephone/mobile) – unless the visitor is logged in, in which case it is possible to
check if FIAT’s dealers receive a call from the registered telephone number of that
visitor. But this is going to be really hard. Let’s imagine that the visitor uses another
telephone number (very likely) or he calls from a hidden number… in this case FIAT
wouldn’t be able to match this person’s online data with the person calling the dealer.
The next logical step would be including a button for “send dealer’s number on my
mobile” or a link to “call dealer VOIP”. These two buttons would allow FIAT UK to
understand at least if the visitor calls the dealer (VOIP) simply clicking on a link or at
least sends the dealer’s number on his mobile (and in case he calls the dealer from that
mobile then, FIAT UK will also be able to track it). If he doesn’t, this latter action,
would allow FIAT to data capture (if some form of opt-in is provided) and gather
prospects avoiding missing business opportunities.
All of these additional proposed website developments would be also extremely
useful when FIAT runs campaigns based on CPA (cost per acquisition) or CPL (cost
per lead). It would allow agreeing different prices with publishers based on different
CTAs (calls to action).
Let’s now move on “configured cars”. In relation to “configured cars” as KPI, FIAT
UK considers three main actions: save the car, print the configured car and email the
configured car.
What is the car configurator and how does it work?

The Car configurator is an application written in flash software and also embedded
within the website that allows you to build your own car online (e.g. the screenshot
above and the link below are just for FIAT 500C but each model has a proper specific
car configurator http://www.fiat.co.uk/Showroom/#showroom/500c/configurator).
You can chose/change many different parameters: versions, colours, roof (for 500C),
interior, wheels, styling, stickers, and options. The FIAT car configurator is a non
linear configurator (which means it allows you to change everything you want at
anytime you want in any given order), while most other car configurators are linear
(or semi linear), which means you have to configure your car step by step in a pre-
defined order (e.g. http://www.volkswagen.co.uk/#/new/polo/configure/models/).
Once you have configured your car and you are happy with that, you can take three
different actions: print, save or email the configured car.

In relation to the configurator, the most important action that FIAT UK considers as
KPI is save the configured car, followed by email the configured car and then print
the car.
In order to save the car you need to register or login the FIAT website (which means
doing data capture for FIAT, which means leads generation).
The same happen with “send to a friend”. Once you clicked on “send to a friend” the
screen will look like as the image below.
Also in this case FIAT collects email addresses and asks for opting in about FIAT
news (this is data capture and leads generation).

The third option it allows you to print an image of the car (that you configured). This
option (print my configuration) only shows interest from a visitor, but if the visitor is
not logged in, FIAT wouldn’t be able to be in touch with him (well… not directly
through contact details). But there is an option: in this latter case a contact strategy
could be in place, allowing FIAT to serve content on the fly to a specific visitor who
previously did specific actions. This content could be served in different ways: once
that visitor is back on the website or when he is leaving the website or at the same
time that he is surfing the website. See paragraph below for more details: Overview
of visitors -> leads (online behavioural analysis in real time in order to optimise
the opportunities and increase the probability of sales).
Analyzing the type of cars configured, could be useful for predictions. E.g. let’s say in
the month of July most of the configured cars (for FIAT 500 model) were white
colour, 1.4 16V lounge, 16’’ wheels. Assumed that there is a correlation between
online configurations and the orders in the real world, this info could be used for
logistic planning. The real order (O.C.F.) can also come from other different channels,
without the need for the internet.
2.3 Correlation between online advertising, sales, and web-traffic
Online advertising (but also off line) affects the web traffic. Generally speaking, when
FIAT runs an advertising campaign, it always affects the web traffic bringing always
a general increase. Of course this increase can be massive or slight. It depends on
many different factors related to the campaigns. For example having the different
channels running in a given order, would deliver more traffic on the website than any
other order (see analysis – e.g. press, TV, and then online brought the best

combination ever in term of traffic – this is quite obvious if you think that first of all
people see advertising in the press (during the day), then they go back home and
watch TV and see advertising on TV, and then the next step is looking for more
information over internet…). Just a data: 70% of people watching TV also surf the
website in the meantime. Let’s say that this order is kind of introducing the product
(advertising) to people in a soft way… from a passive way (press) to a more active
way (TV) to an interactive way (online).
Other factor influencing web traffic (from advertising) is also the media used – e.g.
different publishers would deliver different results (mainly depending on their
audience – see example below about YAHOO vs. AOL).
Generally speaking, online advertising is related to different sources:
- Online media (which include paid advertising excluding paid search): e.g. banners,
home page take over, videos, rich media, and so on. In just a word everything that
is display advertising (for an example see image below).

- Paid Search (also called Pay per Click - definition from IAB):
“Pay per Click (PPC) - Allows advertisers to bid for placement in the paid listings search
results on terms that are relevant to their business. Advertisers pay the amount of their
bid only when a consumer clicks on their listing. Also called sponsored search/ paid
search.” http://www.iabuk.net/en/1/glossary.html#mTOp
In the image below an example of Paid Search
- Email Campaign (see image in the next page for an example) - this can happen in
two different ways: using an internal database of collected prospects that opted in
for receiving emails5
, or using external supplier (e.g. platform-A, unanimis,
adpepper) that will email people included in their database.
5
Opt-in - An individual has given a company permission to use his/her data for marketing purposes -
http://www.iabuk.net/en/1/glossary.html#mTOp

All of the three above generally belong to online paid advertising.
In addition to this, there are three more traffic sources:
- Natural Search (also called organic search - definition from IAB):

“Organic search results - The ‘natural’ search results that appear in a
separate section (usually the main body of the page) to the paid listings. The
results listed here have not been paid for and are ranked by the search engine
(using spiders or algorithms) according to relevancy to the term searched
upon. See also spider, algorithm, SEO”
http://www.iabuk.net/en/1/glossary.html#mTOp
Below an example of organic search
Natural search is not directly paid, but in some way it needs to be monitored and
evaluated as it belong to a Search Engine Optimization process (FIAT hired an
external company for SEO, and of course this supplier is paid). So this is quite
important to FIAT in order to understand how effective the search is.
- Direct Traffic (definition by Avinash Kaushik):
“Direct traffic are all those people showing up to your website by typing in the
URL of your website or from a bookmark. Some people also call this “default
traffic” or “ambient traffic””. http://www.kaushik.net/avinash/2007/12/web-
analytics-demystified.html (see image below)

- Referrals (also called referring urls - definition by Avinash Kaushik):
“Referring URL’s are other websites sending traffic to you. These could be as
a result of your banner ad’s or campaigns. These could be all those blogs or
affiliates who link to you” http://www.kaushik.net/avinash/2007/12/web-
analytics-demystified.html (see image below)
www.fiat.co.uk
Links to
www.fiat.co.uk

For FIAT UK referrals are other website sending traffic to FIAT UK but not including
online paid advertising.
All of the traffic sources above are extremely important for evaluating how the media
and advertising are performing. On the top of it, the traffic sources also become
extremely important in order to optimize the media plan and advertising spend.
Actually there is an increase in paid search, natural search and direct traffic, whenever
there is TV advertising (and this web traffic exactly matches with the time of the TV
campaign). Instead online media are obviously related with online advertising (as
banners, home page take over, rss, and any kind of online display tracked campaign).
Email campaign (together with paid search) is the best source for conversion. One of
the conversion rates that FIAT UK considers is visitors booking test drive. Email
campaign showed that the conversion rate for this source is quite high compared to
online display. But this is also likely due to the fact that (generally speaking) email
campaigns are more targeted than online display advertising. Paid search still
maintain high conversion rate as well.
So it is really important to FIAT UK that online advertising (and offline) brings traffic
on the website, and it is extremely important that this traffic then converts into
enquiries (leads generation), with the final goal of increasing sales (orders – O.C.F.).
2.4 Online advertising analysis (analysis of twelve parameters
linked to each single online ad)
In order to evaluating the online media investment, FIAT UK set up additional
parameters (in the tracking tool). How do they work? This parameters will be encoded

in the advertising (for example in the banner) and when a visitor click on that banner
and is redirected on fiat.co.uk, these parameters will be passed and collected from the
FIAT online tracking system. In this way FIAT will be able to analyze where visitors
come from, on which banner they clicked, what type of payment is made for that kind
of advertising and so on.
There are twelve parameters that have been set up for this purpose.
These are: campaignid, publisherid, bannerid, brand, channel, competitor, event,
model, payment, period, targeting, and type.
Each of these parameters can assume different values, e.g.:
- campaignid will contain the name of the campaign (e.g. 001_scrappage),
- publisherid will contain the name of the publisher (e.g. yahoo),
- bannerid will contain the size of the banner (e.g. 300x250),
- brand will contain the values defence or offence (according to the type of
campaign FIAT runs: brand offence, brand defence). Generally this kind of
strategy is related to paid search: it is brand offence when FIAT competes against
competitors’ word e.g. typing in the search engine another brand model (e.g. Ford),
then FIAT will appears. Brand defence instead is for making sure that when
people type in a word related to FIAT, then FIAT will still appearing in the search
results.
- channel will assume the value email or display or paid_search or internet and so
on. This parameter identifies the channel that is used for that kind of campaign.

For example a banner on a website will contain channel = internet or channel =
display; a marketing message sent by email campaign, will have channel = email.
- competitor will contain the name of the competitor in case of brand offence (e.g.
citroen_c2),
- event will contain the name of the event (e.g. 500c_launch or scrappage and so
on),
- model will contain the name of the model (e.g. 500, panda, grande_punto),
- payment will contain the kind of payment set up for that campaign (e.g. cpa, cpm,
cpc, cpl), where cpa is cost per acquisition or cost per action, cpm is cost per
thousand, cpc is cost per click, and cpl is cost per lead. As per IAB UK definition:
“Cost per Action (CPA) - A pricing model that only charges advertising on an
action being conducted e.g. a sale or a form being filled in.
Cost per Acquisition (CPA) - Cost to acquire a new customer.
Cost per Click (CPC) - The amount paid by an advertiser for a click on their
sponsored search listing. See also PPC.
Cost per Mille (CPM) / Cost per Thousand (CPT) - Online advertising can be
purchased on the basis of what it costs to show the ad to one thousand viewers
(CPM). It is used in marketing as a benchmark to calculate the relative cost of an
advertising campaign or an ad message in a given medium. Rather than an
absolute cost, CPM estimates the cost per 1000 views of the ad. (Wikipedia
definition)” http://www.iabuk.net/en/1/glossary.html#aTOd

- period will contain the period during which the campaign will be running (e.g.
20090401_20090630 which means campaign starting on the 01st
of April 2009
until the 30th
of June 2009),
- targeting will describe the type of targeting (e.g. contextual, behavioural, re-
targeting, demographic, geo-targeting, families, customers, opted_in),
“Contextual advertising - Advertising that is targeted to the content on the Web
page being viewed by a user at that specific time.”
http://www.iabuk.net/en/1/glossary.html#aTOd
“Behavioural Targeting - A form of online marketing that uses advertising
technology to target web users based on their previous behaviour. Advertising
creative and content can be tailored to be of more relevance to a particular user
by capturing their previous decision making behaviour (e.g.: filling out
preferences or visiting certain areas of a site frequently) and looking for
patterns.” http://www.iabuk.net/en/1/glossary.html#aTOd
“Behavioral retargeting (also known as behavioral search retargeting, or simply,
retargeting) is a form of online targeted advertising by which online advertising is
delivered to consumers based on previous Internet actions that did not in the past
result in a conversion” 6
http://en.wikipedia.org/wiki/Behavioral_retargeting
6
Various Internet Marketing companies have added retargeting to their list of methods of purchasing
advertising.[2]
Some companies, such as FetchBack, specialize in Retargeting. Retargeting helps companies
advertise to the 98% of people who visit a website but leave without converting. This is done by displaying
ads to the prospect as they surf the internet via various ad networks that the agency buys media from on
behalf of their Business Customers. Most likely a company has spent marketing dollars to get a customer to
their site in the first place, so the term Retargeting is derived from the concept of marketing to them again,
however in a different manner. Studies suggest that a company needs to have seven different 'contacts' with
a customer (on average) before they make a purchase. Retargeting is allowing companies to continue the

Demographic Targeting – It allow serving ads to users based on their exact age
and/or their gender.
“Geotargeting - the process of only showing adverts to people on a website and in
search engines, based on their physical location. This could be done using
advanced technology that knows where a computer is located or by using the
content of website to determine what a person is looking for, e.g. someone
searching for a restaurant in Aylesbury, Buckinghamshire.”
http://www.iabuk.net/en/1/glossary.html#eTOh
Families, customers, optedin – all of these kinds of targeting relate to messages
sent or adverts shown to families, customers or people who opted in.
- type will contain e.g. text_link, banner, button, video, and so on according to the
type of advert. For example in case of an online advertorial we could have
text_link (driving people on FIAT UK website), banners (showing people some
engaging visual advertising and leading people on FIAT UK website), buttons for
CTAs (e.g. arrange a test drive now), videos.
“Text Link - Hypertext that can read as a pertinent keyword yet when clicked
sends you to a specific section of a website.”
http://www.digitalsurgeons.com/terms.php?term=text+links
marketing conversation with a customer after they leave a website. This form of behavioral targeting is a
growing trend in the online marketing arena. http://en.wikipedia.org/wiki/Behavioral_retargeting

“Banner - A long, horizontal, online advert usually found running across the top
of a page in a fixed placement. See also Universal Advertising Package,
embedded formats.” http://www.iabuk.net/en/1/glossary.html#aTOd
Actually the banners used by FIAT are not just horizontal but include many
different formats such as vertical, squared, and so on.
“Button - A square online advert usually found embedded within a website page.
See also Universal Advertising Package, embedded formats.”
http://www.iabuk.net/en/1/glossary.html#aTOd
2.5 Offline ads and influence on the web (e.g. TV, national press,
events, etc…)
Along online advertising, FIAT UK also runs offline campaigns (outdoor, press, TV,
radio and so on). Of course also this kind of advertising has the final goal of
increasing sales and market share. This final goal by the way is achieved through
intermediate targets, amongst which leads generation. Leads can be generated in
many different ways: people can walk in the dealer and arrange a test drive, then buy
a car (without any needs to visit the website), or people just go on the website, get
information about the car they are interested in, then make contact with FIAT
(through brochure requests, arrange test drive, call me back, email, registering their
own account, and so on).
In the first case (walk in the dealer and buy a car – to make the process simple) FIAT
won’t see any information related to the website. In the other case (when people go
through the website and make an enquiry) FIAT will be able to monitor everything

(assumed that the visitor leaves some personal/contact details, like when it happens
when they make an online enquiry).
When talking about “offline” advertising, generally unless you have a proper specific
landing page or a specific tel. no. to be called or (generally speaking) a proper specific
unique call to action, it is not easy to measure the performances of the off line
advertising.
What FIAT UK found out is that off line advertising as press, TV, outdoor, in
someway is traceable and is correlated to the traffic on the web.
When there is TV advertising, this is generally reflected in web traffic (during
advertising or just 1 or 2 hours later – see chapter 4), coming from natural search, paid
search or direct traffic.
When instead there is press advertising, again this comes from search or direct traffic
even though most of the time there is also an online media component (such as
banners or generally speaking online campaigns). This would indicate that after press
comes out, people pay more attention to online media (mainly banners).
Very interesting (in this case) is the result of a research by Blinkx:
“Nearly 70 percent of online British adults who watch television (69 percent) go
online while doing so […]” http://www.blinkx.com/article/blinkx-research-
uncovers-modern-british-viewing-habits-reveals~649
Also events can affect the traffic on the website, but not all of those. Actually it
depends on the kind of events (e.g. very often FIAT UK promotes events in Legoland
where families go with children. Data capture is made here and people book a test

drive “offline”, but of course this is not visible in internet. By the way, thanks to the
wide media analysis performed by FIAT UK, very often is possible to see the effect of
the events on the enquiries).
What FIAT did is highlighting the relation between offline campaign and online
traffic, showing that offline campaigns affect traffic on the web. This was done on a
specific campaign for FIAT 500C (TV and press) overlaying this data with web traffic
and drilling it down to hours of the day when the ad was on TV. Of course this also
had positive effects on enquiries (leads generation). See chapter 4.
2.6 Overview of visitors -> leads (online behavioural analysis in
real time in order to optimise the opportunities and increase
the probability of sales)
“Omniture Test and Target” is a tool that FIAT is implementing in order to offer
content on the fly and also to do A/B and MVT testing. So far FIAT UK is using a
similar kind of optimization tool (Hit into Leads – Netmining) and even though it is
not as flexible as T&T, it increased leads generation. T&T will be more flexible and
wider than HIL. And it is the next step to move from simple analytics/analysis onto
customized content (delivering to visitors what they are looking for). E.g. It will also
allow to optimize the SEO from an internal point of view. At present (August 2009) if
you google “fiat punto” as a first result you get “fiat.co.uk” which brings you on the
home page, but with T&T (once people click on the search results from the search
engine) it is possible to read the search keywords in real time and redirect people
directly to the “fiat punto” page or display content related to their search on a small
window (m-box) within the home page as an internal banner.

This tool would also allow to recognize people coming from specific domain and (for
example) people coming from website1.com could be targeted with a specific landing
page (different from the landing page that could be used for people coming from
website2.com), and this would also allow A/B testing or MVT with the consequence
of optimizing the whole campaign à being more efficient à increasing the
conversion rate à optimizing media spend à improve business for the company.
On the top of it, this tools could also be used for planning user journey and creating
events on it: For example if people visit the home page, then configure a car, and then
spend more than 1 minutes on the dealer locator result page, an event can be triggered
(e.g. pop up with a form for arranging a test drive), or a specific page can be served
when this person comes back on the website (or an exit page – see image below) – all
based on cookies, and or login details.

Another example could be this one: people configure a car and then leave the website
without any enquiries neither further action. FIAT could email this person (let’s say
few minutes later, or days later, or weeks later, or when this person comes back on the
website) with a call to action (within the email) in order to make an enquiries or book
a test drive for that specific model that was configured by that specific person their
previous visit.
If this strategy is well managed, this would definitely increase the conversion rate and
increase the prospects generated, just by further targeting the visitors in real time
creating a more interactive communication.
2.7 Conversion rate – comparison between YAHOO and AOL.
How different publishers/channels/traffic sources perform
This is a case study about a comparison between advertising on AOL (12th July) and
advertising on YAHOO (23rd July). This analysis aims to compare the effectiveness of
the two publishers.
We will see in Chapter 4 how the two online publishers delivered totally different
results for FIAT 500C (which is the model advertised on the two mentioned websites).
FIAT placed ads on the home pages on both of the websites, in the two different dates.
The analysis performed in this case is again in terms of lead generated (online
arranged test drives), coming from the two different websites (AOL and YAHOO).

This analysis helped FIAT in understanding which one of these two website better
performed (in terms of lead generations) and it also helps in planning future and more
effective media campaign.
Many different dimensions were analyzed:
First of all we looked at the Dwell time per session7
then we looked at the Session
Length8
and then we crossed these results with Arranged Test drives in order to
understand the relationship between these three dimensions.
More details and the complete analysis are included in Chapter 4.
2.8 Overview of funnels. An example: FIAT 500byDiesel
What is a funnel?
As per Google definition:
“A 'funnel' is a series of pages through which a visitor must pass before reaching the
goal conversion. The name comes from a graph of visitors who reach each page - the
first page counts the most visitors, and each successive page shows less visitors as
they drop off before reaching the final goal.
7
Dwell time is also called Session Duration. it is the average amount of time that visitors spend on the site
each time they visit. This metric can be complicated by the fact that analytics programs can not measure the
length of the final page view. http://en.wikipedia.org/wiki/Web_analytics
8
In the reality this dimension should be called Page Depth http://en.wikipedia.org/wiki/Web_analytics but
FIAT’s analytic supplier defined it as Session Length: how many pages a visitor has seen during their
session.

The purpose of tracking these pages is to see how efficiently your pages direct visitors
to your goal. If any of the funnel pages are overly complicated, or not designed to be
user-friendly, then you will see significant drop off and lower conversion rates.[…]”
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=5559
4
500byDiesel is a special model of FIAT 500 and it was sold exclusively in internet
since December 2008 until February/March 2009. Visitors can purchase the car online.
Web analytics allowed analysing the funnel of this purchasing process. After you
configured your FIAT 500byDiesel, this process involves seven additional steps in
order to complete the purchase:
1. Order summary;
2. Login or Register;
3. Contact details;
4. Billing details;
5. View your configuration;
6. Confirmation;
7. Order review.
By analysing this funnel (during the Month of December 2008), the outcome was a high
drop off point already on the first step: only 48% of visitors moved from order summary
to login or register page. Only 10% successfully registered (or logged in) and then 8%
also left contact details. 2% of the visitors also left billing details (credit card numbers)

and then saw the confirmation page (some of them also revised their order, this was 1%).
See chapter 4 for more details.
Studying and analysing this funnel in the short and log term it allowed to understand what
was and what was not working and how it could be improved. Actually we got insights
for future projects like “reducing the information asked to people in the registration
phase”, “make the login as simple as possible” (without the need to remember passwords
all the times), “make the whole funnel as short as possible (ideally 3 steps)”, and so on.
On the top of it, studying funnels and path analysis it allows also to improve the whole
business. Again using tools as Path Finder (from Omniture) would allow FIAT to
understand which one is the best path in order to get leads. In this way all the process
could be optimized in order to “drive” visitors on a given “ideal” path in order to
positively affect the conversion rate (leads/visits) and make it as high as possible.
2.9 Scrappage: a case study
Scrappage scheme was introduced in the UK during May 2009.
“The vehicle discount or ‘scrappage’ scheme is a voluntary scheme for motor dealers.
If a dealer joins they’ll give you £2,000 off a new vehicle if you let them scrap your
old one. The scheme will run from mid May 2009 to March 2010, depending on
whether its fixed budget runs out sooner.”
http://www.direct.gov.uk/en/Motoring/BuyingAndSellingAVehicle/AdviceOnBuyingAn
dSellingAVehicle/DG_177693

This scheme really affected the sales and also the traffic on the website. Because of the
importance of it, ad hoc reports and analysis were set up.
These reports gave good insights to FIAT and also allowed monitoring the situation
related to the scrappage.
During May and June 2009 many positive results came in relation to the scrappage
scheme: best traffic ever for FIAT UK, high percentage of online arranged test drive
came directly from the scrappage scheme. See chapter 4 for more details.
2.10 Dealer Locator Analysis
The main analysis is about the ratio between calls and visits on the Dealer Locator section
of the website.
FIAT UK tracks its website and also calls received / made by the FIAT dealers. In this
way it is possible to monitor and optimize the process both from an online point of view
and also from a contact made (calls by phone) point of view. Each missed call, would
mean a missed business opportunity for FIAT.
With this analysis (see Chapter 4) we overlaid the visits on the dealer locator pages (on
the website) with the phone calls received by the dealers. Even though this analysis is not
scientifically perfect, it gives a rough idea of people calling the dealer once they have
been on the website and looked for a dealer’s contact details. To be noticed that dealer
locator pages is a funnel (people must follow a series of pages before reaching the goal
conversion). In this case the series of page is:

1. Dealer Locator Entry Page;
2. Dealer Locator Results;
3. Dealer Locator Dealer Page.
See Chapter 4 for more details.
2.11 Spotify and FIAT
FIAT and Spotify launched branded playlist as part of 500C car promotion in order to
target the right audience for FIAT 500C. The main objective was data capture (gathering
contact details of people submitting song), with the final goal of contacting people
through email campaign and get a conversion rate, persuading them in arranging test
drives or making enquiries on the website.
To be noticed that FIAT also sponsored FIAT 500C with “Florence and the machine”
(bear this information in mind as it is a very useful information once we show the report
on Spotify and 500C).
This was a successful project.
Press also spoke a lot about this new original partnership (to cite some):
• Marketing Magazine
“Fiat ties with Spotify for digital campaign
LONDON - Fiat is launching a youth-orientated digital campaign for its 500C
model, aimed at users of fashion and music websites.

The campaign, developed with media agency Mediaedge:cia, will be targeted at a
trend-setting, stylish audience, with the aim of getting more young female drivers
to sign up to test drives.
The Italian car manufacturer will be running ads across the welcome screens and
homepages of search portals such as Yahoo and AOL, as well as running a week-
long takeover of Handbag.com.
Fiat is also rolling out music-focused activity, including a tie-up with music
website Spotify to develop a biggest Fiat 500C ‘feel good playlist'. This marks the
first occasion that Spotify has created an official collaborative social playlist.”
http://www.marketingmagazine.co.uk/news/922257/Fiat-ties-Spotify-digital-
campaign/
• New Media Age (NMA)
“Fiat and Spotify launch branded playlist as part of 500C car promotion
9 July 2009 | By Charlotte McEleny
Automotive brand Fiat has partnered with ad-funded music service Spotify to
promote its new Fiat 500C model.
The tie-up includes a collaborative playlist, enabling users to contribute their
music suggestions to the branded list. It’s the first time the music service has
officially partnered with a brand to enable users to interact with a playlist.

Fiat is hoping to target ‘young, cool, music lovers’ via the partnership, which will
include audio and display ads across Spotify to encourage users to enter their
favorite feelgood song at the Fiat 500C site to win a Spotify Premium subscription.
Chiara Camandona, Fiat digital marketing, Fiat Group Automobiles UK, said
Spotify was a good fit with the brand’s image. “The partnership demonstrates our
commitment to drive innovation and technology and aligns with the tone of the
500C campaign,” she said. “The application aims to reach a new audience of
trend-setting, young, free-thinking, stylish men and women, and the growing
social music service allows us to engage with an existing and digital-savvy
audience.” The campaign, created by digital agency AKQA and media agency
MEC, will also be promoted through social media including on Facebook,
MySpace, Twitter and targeted blogs. The campaign launches tomorrow
(Thursday). A Twitter feed will be used to give real-time updates on the songs
added to the playlist and enable the brand to monitor and join conversations
about summer, feelgood music. The online campaign is part of wider activity to
promote the car launch, including TV, press and outdoor. Fiat is looking at ways
to use the playlist after the campaign, such as giving music from the playlist away
with the car.” http://www.nma.co.uk/news/fiat-and-spotify-launch-branded-
playlist-as-part-of-500c-car-promotion/3002133.article

• Contagious Magazine
“SpotiFIAT
14/07/2009
Surprisingly this hook up between FIAT and Spotify to promote the oh so cute
500cc is the first time the music-streaming service has officially partnered with a
brand to tempt users to collaborate on a playlist. However! It seems so neat an
idea that we're sure there will be more like this to come. FIAT briefed its media
and digital agencies MEC and AKQA (the agency behind cyber grand prix
winning eco:drive), to support the launch of the new model with a social media
campaign, and this is how the agencies answered. Music lovers are invited to
submit their favorite happy songs of all-time via the FIAT 500C playlist page,
www.FIAT.co.uk/500cplaylist . Each time a track is contributed users enter a
prize draw with the chance to win a Spotify Premium subscription.
The more tracks users suggest, the greater their chance of winning - and the more
engaged they become with the campaign. With a canny eye on CRM, the AKQA-
created site requires users to sign-up with mandatory name, email and mobile
details, so that their newly acquired FIAT-friendly audience can be nurtured long
after the current campaign runs its course. Audio and display ads across the site
encourage the target audience of 'young, cool music lovers' to add their feelgood
track to the playlist at the FIAT 500 site, offering the chance to win a premium ad-
free subscription to the music service as an incentive to get involved.
Media agency MEC is handling the campaign's promotion across social media

favorites Facebook, MySpace and Twitter, with additional seeding across targeted
blogs. Twitter will also be used to give real-time updates on songs added to the
playlist, giving users - and, of course, FIAT- the chance to dip in and out of
comments and conversations about the feelgood tracks of the summer. This is all
part of wider launch activity for the 500C incorporating traditional media as well
as these more unusual avenues.
We also found this nifty little Google maps mash up called Happy Drive (via
Adverblog), which lets you take the little car for a test drive using street view.
Definitely worth a look. http://www.adverblog.com/archives/003945.htm
Elena Bernardelli, marketing director, FIAT UK told Contagious 'Fiat’s
commitment to drive innovation and technology and music aligns with the tone of
voice of the 500C campaign: happiness, fun, cheekiness and irreverence.
For us, though, the most interesting part of the Spotify collaboration is news that
brand is apparently looking into ways it might use the playlist once the campaign
has run its course - possibly giving the most popular tracks away with the car, a
lovely idea. 'Thanks to our Blue&Me technology incorporated into most of our
models, we are looking into new media opportunities to provide our customers
with their driving sound tracks' Bernardelli said. As MP3 playback becomes an
in-car standard and the inevitability of internet/streaming while you drive gets
closer, a new opportunity for distributing music has emerged, and with it comes
much needed revenue for a struggling music industry. With companies like
Gracenote and Omnifone already cooking up free-all you-can-eat subscription

deals to be bundled in with the windscreen price on the cars we buy, this is
something we're going to see a lot more of on the forecourts.”
http://www.contagiousmagazine.com/News%20Article.aspx?REF=1146
For more details on analysis and results of this campaign see Chapter 4.
2.12 Twitter and Google Trend (additional external analysis)
In order to hear also the external digital voice speaking about FIAT, we also run reports
to monitor how FIAT is doing externally to its website (voice of customers).
This allows FIAT to integrate internal and external information/data and have a bigger
overview about FIAT in the digital world. A case study is in Chapter 4.
On the top of it, recently FIAT is also monitoring its performances through “addict-o-
matic” (http://addictomatic.com/) which allows you to create a custom page with the
latest buzz on any topic.
2.13 Comparison with competitors through eDX
“The eDataXchange (eDX) is a strategic and collaborative project for the automotive
industry. It offers participating auto manufacturers the capability of continually
benchmarking their own web traffic performance against other automotive OEMs9
,
nationally and across different countries.” http://www.sophus3.co.uk/
9
OEM Original Equipment Manufacturer: in the automotive industry, this refers to a manufacturer of
vehicles that provides the original product design and materials for its assembly and manufacture.
http://www.corusautomotive.com/en/reference/publications/pocket_book_of_steel/glossary/

This is a benchmarking tool within the automotive industry (even though it is limited only
to the participants to the project).
Analyzing these data, give an idea of how FIAT is performing (online) compared to other
automotive companies.
FIAT UK moved from position 17th
(Nov 08) up to position 8th
(Jul 09). See Chapter 4 for
more details.

3. Sources of information, data and tools
• Web Analytics Data and eDataExchange (eDX):
Sophus collects analytics data on behalf of FIAT UK. At moment Sophus is the analytics
supplier for FIAT UK and it collects data about web metrics (page views, visits, unique
visitors, and so on). So all the data related to the website are collected by Sophus and
analyzed by FIAT.
• O.C.F.:
O.C.F. means Ordine Cliente Finale (Italian language), and generally speaking they are
the orders placed for cars (but these are not registration yet). Generally O.C.F. are placed
directly from the dealers. This information is provided directly by FIAT UK.
• Enquiries:
This info is collected from two different sources: Sophus (as per the above) and also
Careline. Careline10
is a FIAT supplier. The main difference is that data from Sophus are
rough data (not verified), while data from Careline include data also from non online
source (e.g. events) and also verified data (e.g. amongst all the data captured, Careline
filters the valid and invalid data). Additional useful information provided by Careline is
the Post Test Drive Follow-up. This info (crossed with other data) is extremely useful in
some of the campaigns and leads quality evaluation (see chapter 4 for more details).
10
Careline specialises in providing customer service, acquisition and retention solutions via multiple
channels including inbound and outbound call handling, email, SMS, fax, voice recognition, IVR and post.
http://www.careline-services.co.uk/company.html

• Calls:
Data about phone calls made to the dealers are provided by 10act (a FIAT supplier).
“10ACT (pronounced tenacity), combine telephony and internet expertise to deliver
in-bound and out-bound contact tracking systems and enhanced caller experiences.”
http://10act.com/
• Twitter and Google:
Specific data for some specific reports (see Chapter 4) are provided by using “Trendistic”
(http://trendistic.com/), “Google Trends” (http://www.google.com/trends), and “Google
Ad Planner” (https://www.google.com/adplanner/).
• Other data:
Other data such as media plans, press advertising, TV advertising, outdoor advertising,
and any other kind of information are mainly provided directly by FIAT UK marketing
department.
Generally speaking all the data included in this dissertation are part of the reports and
analyses that I made for FIAT UK during the period November 2008 - August 2009.

4. Findings
This chapter includes the findings of the work above. The structure is as follow: each
paragraph in this chapter will contain a brief introduction of the related findings that will
be shown in the attached referred reports.
4.1 Correlation between web-traffic and sales (O.C.F.)
Analysing the data as specified in Chapter 2, we found that there is correlation between
traffic on the website and OCFs. Exception made for the month of March. It seems that an
increase/decrease of web-traffic, it reflects in an increase/decrease of OCF one week later.
Here is a graph included in the attached report. See the blue and red arrows. The blue
arrow shows how the web traffic increased (decreased) during a week and the red arrow
shows how (a week later) the OCF (red rhomb) increased (decreased) as well.
See complete report attached: “Correlation between web-traffic and OCF.pdf”.

4.2 Key Performance Indicators (KPIs) in the automotive industry
(arranged test drives, brochure requested, brochure
downloaded, dealer locator and configured cars)
Most of the analysis and reports are based on arranged test drives, requested brochures,
and brochure downloaded. This is a benchmark in order to understand the effectiveness of
the campaigns, advertising, new launches, how the different models are performing, and
so on.
In the image above is a typical example for FIAT Panda. The pink and yellow bars
indicate the arranged test drives and brochure requests. This kind of report is run on a
weekly basis and is done for every single model. It is a very good indicator of how a
model is performing and (related to advertising) it also shows how each single channel is
doing.
For example in the image below we show the enquiries made from people who also
visited the scrappage pages. These enquiries are grouped by model and type of enquiries.
It allow to show which one is the most successful model related to the scrappage

campaign (in this case it is obviously Panda, that receive the highest number of arranged
test drives).
Another important one is given by the data below:
This is an analysis on a specific day (the 18th
of June) related to the scrappage campaign.
It clearly shows for each single model how many test drive were arranged and through
which channel (email, paid search, natural search, online media, direct traffic), through
which campaign (e.g. 038 scrappage email 2 adpepper) and from which publisher. This

clearly shows that the best publisher (on that day) was adpepper because produced the
highest number of test drives for all the three main models: FIAT Panda, FIAT Punto and
FIAT 500.
For more details see attached reports. All of them show interesting findings related to
enquiries and KPIs.
4.3 Correlation between online advertising, sales, and web-traffic
The image above is a clear example of traffic source analysis. The graph above shows the
traffic source for the period May-Jun 2009. We can see how important is the email
campaign (green area) and how important is also the online media during the 18th
and 24th
of May. (more details in the attached file “20090629_scrappage_report.pdf”.
This information, crossed with the general weekly report (OCF + web traffic) is
extremely useful in order to evaluate how the different campaign are performing and
which one is the best channel driving traffic to fiat.co.uk.

The graph below clearly show how online advertising (yellow line) is definitely
correlated with web traffic (blue line) and OCF (red rhombus).
See attached file for more details: “press-tv-online---20090601_Fiat weekly report.pdf”
4.4 Online advertising analysis (analysis of 12 parameters linked to
each single online ad) – case study (email campaign evaluation
– FIAT PUNTO Mar/Apr 2009)
Here is a case study of FIAT PUNTO in Mar/Apr 2009.
In Mar 2009, FIAT ran an email campaign using different platforms (that own customer
databases). This email was aimed to FIAT PUNTO (one of the model sold by FIAT).
Here the findings:
This is an update for the booked Test Drive (between the 20th
of March and the 17th
of
April) and then eventually taken for the Fiat Punto Email campaign (that brought visits on
the website in the period specified above).

FIAT received 122,093 visits from this campaign (campaignid=017_Fiat_Punto_Email) –
see image below.
Of all these visits, 1330 converted in booked test drives (see image below).
Of all these 1330, about 1100 were booked for Fiat Punto (783 for Punto 3 doors + 330
for Punto 5 doors). Of these 1100, about 600 (March + April) have already been
completed from Careline (Test Drive Follow-up) – see image below. Please read this data
with high attention because the data below (Follow Up test drives) also includes test
drive booked from different channels (not only from Punto email).
This probably justifies the relatively high percentage of test drive taken in March.

In April, of the 567 completed records, only 25 were the test drives taken, which means
4.4%. The point is: if FIAT paid on CPA or CPL based on “online booked test drive”,
FIAT would have paid 1100xCPA pounds (only for Grande Punto).
But if FIAT paid for booked and REAL TAKEN test drive, FIAT would pay 25xCPA
pounds, which means 2.2% of the money spent above.
The conclusion is: based on the data above, these visits and then the booked test drives
coming from Email Punto Campaign were not of good quality.

4.5 Offline ads and influence on the web
As specified in Chapter 2, let’s go straight to the case study: Traffic on the pages related
to FIAT 500C. The special day is the 12th
of July. (For more details and a better view,
please see attachment “20090716_Fiat-500c_report.pdf”).
Traffic on the 500c pages moved from an average of 500 visits per day up to 3500 visits
per day (best ever on the 1st of July). There are some spikes due mainly to TV advertising
and electronic direct marketing (edm)11
. Most of the visits coming on the 04th, 05th and
18th of May (when we had TV advertising), came from search engines (using natural
search links). Campaign for 500c officially started on the 26th of June. Best traffic ever
on the 12th of July: 12,653 visits.
11
It is also called e-mail marketing. E-mail marketing is a form of direct marketing which uses electronic
mail as a means of communicating commercial or fundraising messages to an audience. In its broadest
sense, every e-mail sent to a potential or current customer could be considered e-mail marketing.
http://en.wikipedia.org/wiki/E-mail_marketing

On the 12th
of July, traffic coming from the different sources hugely increased (see image
above).
In the image below we can see more details about the 12th
of July.
The publisher who drove most of the visits (4,151) was AOL. But as we will see in the
next paragraph, AOL didn’t bring any enquiries.

Then looking at the data grouped by traffic source and hours, we can see how natural
search brought a lot of visits between 7 pm and 10 pm (see image below).

From the graph above we can see how direct traffic (blue line), paid search (azure line)
and natural search (red line) increased between 7 pm and 10 pm.
Se below the press plan that justifies the rest of the direct traffic (12th
of July) during the
day:

The graph above shows another clear explanation of the conversion rate and the success
of TV advertising. Most of the brochures for 500C were requested between 8 pm and 11
pm (on the 12th
of July), and almost all of them were coming from direct traffic, paid
search and natural search.
For more details, please see attachment “20090716_Fiat-500c_report.pdf”.
4.6 Car Configurator as one of the most important section on the
website
The car configurator section is one of the most important parts of the website because it is
the interactive part that allows visitors to build their car. At the same time it lets FIAT
understand which one is the most popular configuration (for each model) that people look
for.
This could also help the planning activity of the logistic department.
Here is an example of the most configured car for FIAT 500C.

The results showed above, suggest an increase of interest in the 1.4 Lounge model and a
decrease in the 1.2. This could be a result of different campaigns or just a switch of the
default model. By the way the general trends show that interest for FIAT 500C increase
month by month. For more detail see attached report “20090709_Fiat-
configurations_report.pdf”.
4.7 Conversion rate – comparison between YAHOO and AOL.
How different publishers/channels/traffic sources perform
As mentioned in Chapter 2, here is the whole analysis and in attachment is the full report
“20090804_Fiat-500c-YAHOO-AOL_report.pdf”.
In the image below is the daily web traffic on pages related for FIAT 500C.

As you can see, on the 23rd
of July we had the best traffic ever: 27,536 visits.
Exception made for the three peaks (05.07 – Top Gear TV, 12.07 – AOL, Big Brother and
Michael Jackson TV, 23.07 – Yahoo HP Takeover), considering that PRESS and TV
campaigns at that time were ended, visits still on reasonable figures: around 4000 visits
per day on pages related to FIAT 500C.
In the graph above is the comparison between the 12th and the 23rd of July (total visits on
fiat.co.uk). On the 12th we received 23 arranged test drives (80% of them booked for 500,

Punto and Panda – not 500C), while on the 23rd the arranged test drives were 96 (80% of
them booked for 500C).
Below is the same graph but in terms of percentage. The graph below shows the
percentage of visits that booked a test drive by model. The vertical red line splits the 12th
of July from the 23rd
of July. The traffic source for the visits below include all the traffic
sources (not yet only YAHOO and AOL).
Figures are in the table below.

Above is the comparison between the 12th July and the 23rd July. This analysis aims to
compare the effectiveness of YAHOO and AOL in terms of conversion rate (leads
generated).
First of all we will look at the Dwell time per session. Then we will look at the Session
Length (how many pages have been seen during a session) and then we will cross these
results with Arranged Test drives.
Session Dwell time: both of the days, a huge part of the visits spent less than 1 min on
FIAT UK website (46% of the visits on the 12th and 59% of the visits on the 23rd).

Of these people who spent less than a min on the website, 50% saw only a single page
and then left (green rectangle on the image above) and the other 50% saw between 2 and
10 pages (likely closer to 2 rather than 10) – 12th July.
Session Length: On the 23rd of July instead, of people leaving the website within 1 min,
33% saw only a page (red circle in the image below), while 67% saw between 2 and 10
pages (again likely closer to 2 rather than 10 pages) - green rectangle on the image below.
A test drive is more likely to be arranged if people visits between 4 – 10 pages or more
than 20 pages. This is true especially for the 23rd of July (image below).
Another important fact is that people are more likely to arrange a test drive if they spend
between 1 and 8 minutes on the website or more than 20 minutes (see image below).

Analyzing the 500C report (see image above), is so clear that 79% of the total booked test
drives (76/96) were for 500C (23rd of July – red circle in the image above) and must be
noticed that only 2% of the visits visited a single page (green circle image above)!
While on the 12th of July 13% of visits visited only a single page and then left the website
(blue circle image above).
This means that on the 23rd of July, 98% of people visited at least 2 pages (with 53% of
people visiting between 2 and 3 pages). 55% of test drives booked for 500C (42/76) came
from people who visited between 4 and 10 pages and spent between 1 and 8 minutes on
the website (red rectangle image above). If we consider people who visited between 4 and
15 pages, the booked test drives go up to 74% of the test drives booked for 500C. Special
note also about “20+”: people visiting more than 20 pages and spending on the website
more than 20 minutes are likely to book a test drive (black circle image above). A small
note: 61% of visits coming on 500C pages on the 23rd of July left the website within a
minute. Of course the booked test drives within 1 min on the website were only 2.

Analyzing the traffic coming from YAHOO (image below), we can notice that 68% of the
visits left the website within a minute (14,725/21,758) and actually only 1 test drive was
requested from people who left the website within a minute (red circle image next page).
Most of the request for test drives (from YAHOO) came from people who spent between
1 and 8 minutes on the website.
People, who visited between 4-10 pages, are the ones who booked most of the test drives.
Actually (considering yahoo’s campaign quite positive), if we analyze in term of
“quality”, people who visited between 2 and 3 pages, didn’t book any test drives: these
visits are 60% of the total visits coming from yahoo (on the 500C pages).
Analysis by dwell time per session shows that 5750 visits were of “good quality”.

These are the visits the spent between 1 and 10 minutes on the website. They totally
booked 90% of the total test drives booked for 500C from visits coming from YAHOO.
In term of quantity, these visits are just 26% of the total visits on the 500C pages coming
from YAHOO.
Summarizing:
On the 23rd of July 26% of the visits coming from Yahoo brought 90% of the total
booked test drives for 500C (from visits coming from YAHOO).
Total test drives booked from YAHOO = 59.
On the 12th of July, AOL brought a total of 7443 visits (24% of the total visits for that
day). Of these 7443 visits coming from AOL, 78% left within 1 min.
ZERO test drives were booked from AOL.
On the 12th of July, 50% of the test drives were booked from (direct traffic + natural
search + paid search). This was due to TV effect (we were advertising on TV during Big
Brother and during the special on Michael Jackson).
25% were booked through email (adpepper) and only 13% from online media (2 from
Google Scrappage, 1 from 500C Unanimis platform).
On the top of this analysis, further confirmation comes from Google Ad Planner.
Analyzing the audience of the two publishers it emerges how YAHOO is definitely more
related than AOL to the target audience of FIAT 500C.
Having a look at the affinity score, you can see how people surfing yahoo.co.uk are also
likely to surf car related websites (see image in the next page).

Yahoo.co.uk affinity score (source: google ad planner)
Same happens if we look at the affinity score related to keywords:
Source: Google
https://www.google.com/adplanner/#siteDetails?identifier=yahoo.co.uk&geo=GB&trait_
type=1
Instead, when we look at the data related to AOL, we have nothing related to cars:
https://www.google.com/adplanner/#siteDetails?identifier=aol.co.uk&geo=GB&trait_typ
e=1

4.8 Overview of funnels. An example: FIAT 500byDiesel
As specified in Chapter 2, 500byDiesel is a special model of FIAT 500 and it was sold
exclusively in internet since December 2008 until February/March 2009. Visitors can
purchase the car online.
After you configured your FIAT 500byDiesel, this process involves seven additional
steps in order to complete the purchase:
1. Order summary;
2. Login or Register;
3. Contact details;
4. Billing details;
5. View your configuration;
6. Confirmation;
7. Order review.

/500byDiesel/order_summary.htm
/500byDiesel/login_or_register.htm
/500byDiesel/contact_details.htm
/500byDiesel/billing_details.htm
/500byDiesel/view_your_configuratio
n.htm
/500byDiesel/confirmation.htm
/500byDiesel/order_review.htm
0
100
200
300
400
500
600
700
800
900
UniqueVisitors
Funnel pages
Funnel 500 by Diesel (Dec 2008)
Total
Unique
Visitors
By analysing this funnel (during the Month of December 2008), the outcome was high
drops off point already on the first step (see image below): only 48% of visitors moved
from order summary to login or register page. Only 10% successfully registered (or
logged in) and then 8% also left contact details. 2% of the visitors also left billing details
(credit card numbers) and then saw the confirmation page (some of them also revised
their order, this was 1%).
Conversion Rate
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
/500byD
iesel/order_sum
m
ary.htm
/500byD
iesel/login_or_register.htm
/500byD
iesel/contact_details.htm
/500byD
iesel/billing_details.htm
/500byD
iesel/view_your_configuration.htm
/500byD
iesel/confirm
ation.htm
/500byD
iesel/order_review.htm
Funnel Pages
%ofvisitorsmovingonthenextpages
Next/Prev page Next/First Page

From the graph above it is clear that analyzing funnel in two different ways is really
useful.
The red line shows the funnel reported to the first page “Order summary”. So it tells you
how many people went through the funnel starting from the “order summary” page.
The blue line instead, shows how many people moved on the next page, in relation to the
previous page. And this is really important. For example it shows that the highest drop off
points were “Order summary” and “Login or Register” pages. Only 48% of people moved
from the “order summary” to the “log in” page. And of these, only 22% moved on the
“contact details” page. But once people are on the “contact details page” (where they need
to leave their contact details), 76% of them also move on the next page (billing details)
where they have to leave credit card number. At this point there is another huge drop off
point. People leaving credit card number (and moving on the next page) is only 29% of
people that arrived on the billing details page. This means that 71% of people don’t
proceed with the purchasing. But of course of these 29% of people who leave credit card
number, almost all of them (80%) move n the confirmation page (that confirms the
purchase of the car).
Studying and analysing this funnel in the short and long term it allowed to understand
what was and what was not working and how it could be improved. Actually we got
insights for future projects like “reducing the information asked to people in the
registration phase”, “make the login as simple as possible” (without the need to remember
passwords all the times), “make the whole funnel as short as possible (ideally 3 steps)”,
and so on.
Full report available in attachment “Funnel-500-by-Diesel”.

4.9 Scrappage: a case study
Full report attached: “20090728_Scrappage_Report.pdf”.
Scrappage report is a report ran weekly by FIAT UK. Since the Scrappage scheme was
introduced in the UK, FIAT started to report on Scrappage. The main analysis Scrappage
related are:
• Web Traffic : Scrappage Page vs. Overall Website
• Scrappage Enquiries / Total Enquiries
• Web Traffic : Scrappage Page by Traffic Source
• Web Traffic : Scrappage Page by Referral
• Segmentation: Enquiries / Scrappage Page
• Segmentation: Enquiries / Scrappage Page (by Model)
• Correlation between Enquiries and Scrappage Enquiries
• General Trend for Total Enquiries
The main purpose of this analysis is mainly in order to monitor how the Scrappage
campaign was performing in relation to the rest of the website, seeing if the scrappage
affected the rest of the web traffic. Actually it did.
For more details see attached reports “20090728_Scrappage_Report.pdf”,
“20090706_Scrappage_Report.pdf”.

Additional note:
From the figures above, it emerges how “Ad pepper” email campaign was performing
very well compared to the two other platforms: “Platform-A” and “Unanimis”.
4.10 Dealer Locator Analysis
Trend for calls to dealer seems to follow the trend for dealer locator pages
(especially results page and dealers’ pages).
See image in the next page.

There is an exception around October 2008 (where calls increase and traffic on the
dealer locator decreases). This affected also the conversion rate. This is probably due
to two main causes: external campaign (“no internet”), or/and tracking issues. To be
noticed that in July 2008 we got “odd” data about web traffic.
From the graph below you can see that 54% of visits on the “DEALER PAGE12
”, they
also call the dealer.
12
See Chapter 2 for definition of Dealer Page, Result Page, and Entry Page.

PS. DEALER PAGE is the page that you get after: 1) having searched for a dealer, 2)
obtained results and 3) clicked on a single dealer details (see Chapter 2 for more
details).
90% of people arriving on the dealer locator entry page do a search for dealer locators
and visits the result page.
Then of these people, 50% continue and check more details moving on the dealer
locator dealer page (contact details).
Very important: you can see how the conversion rate between call made to the dealer
vs. visits on the website (locator section) is higher when the visitor reach the final
goal of the funnel (dealer locator dealer page): the ration between calls made and
visit on this page is 54% (which for assumption means that 54% of people visiting
that final page, also call a dealer).
Totally different is the conversion rate related to dealer locator results page: 26% of
people doing a search then also make a call to the dealer (these people don’t go into
more details about dealer).
See full report in attachment: “20090731_Fiat dealer locator report.pdf”.

4.11 Spotify and FIAT
Fiat targeted the right audience.
According to Google Ad Planner13
, 57% of Spotify audience has got Household income
greater than 30,000 GBP; 52% is aged between 25 and 44; and 73% had education that
includes “some college”, “bachelor degree” and “graduate degree”.
On the top of it, if we also look at the affinity score14
for both “site also visited” and
“keywords searched for” we find (amongst the results): fashiontalemagazine.com,
13
https://www.google.com/adplanner/#siteDetails?identifier=spotify.com&geo=GB&trait_type=1

“florence machine”. All of the above summarizes the typical targeted audience for FIAT
500C which is a fashionable and young car!
In addition to this, FIAT analyzed the campaign for Spotify. Below the results:
14
A numeric score assigned to sites and keywords in Google Ad Planner. The affinity score, which appears
on a site's profile page, shows the relationship between audiences of two sites or between a site and a
keyword. That is, the affinity score estimates how many times more likely you are to reach an audience who
visits a specific site or searches for specific keywords versus an audience on the internet overall. For
example, say you're reviewing the site profile page for TropicalFishInfoCentral.com:
• In the 'Sites also visited' box, you see PetFishBlog.com, with an affinity score of 200.0x.
• In the 'Keywords searched for' box, you see 'algae eater,' with an affinity score of 350.0x.
These affinity scores suggest that:
• A TropicalFishInfoCentral.com visitor is 200 times more likely than the average internet user to be
found on PetFishBlog.com.
• A PetFishBlog.com visitor is 200 times more likely than the average internet user to visit
TropicalFishInfoCentral.com.
• A person searching for the keywords 'algae eater' is 350 times more likely than the average internet
user to visit TropicalFishInfoCentral.com.
With the affinity score, you can find sites and keywords that are the most related to the site you're reviewing
and enhance your media plan accordingly.
http://www.google.com/support/adplanner/bin/answer.py?answer=140502

The data above refer to the period July-August. During this campaign, people could enter
the Fiat-Spotify page (entry.htm – blue column), then they could send a song
(/send_song/entry.htm – yellow column) and in order to do that they had to register with
FIAT, getting the confirmation page (thankyou.htm – orange column).
Target for FIAT was get as many people as possible registering with FIAT, which means
leads generation. From the funnel above, we see that Unique Visitors on the entry page
(in the given period) were 16,267, and of those, 2,384 registered and sent songs
(conversion rate of 15%).
Why FIAT did also reported on page views? Because a single Unique Visitor could send
more than a song (and this is what happened), but all the time that you send a song (even
if you are always the same visitor), you have to receive a confirmation page
(thankyou.htm). This figure (page views) gives the number of songs that have been sent.
(Of course then there was an approval process that eliminated some of the song – e.g.
duplicates, offensive, and so on), so the final number of song within the “feelgood”
playlist is smaller that 4,883.
See attached file for clearer details: “spotify-july-august-PV-UV.png”.

4.12 Twitter and Google Trend (additional external analysis)
Case study attached: “20090603_Fiat_googletrends_twitter.pdf”
In order to perform these analyses, we used Google Trend (http://www.google.com/trends)
and Trendistic (http://trendistic.com).
The scale above is based on the average traffic of fiat panda from UK in the last 12
months.
Given panda as search volume index = 1, we see that search volume of panda recently
increased up to almost 3 times more. (May 2009). This is due to the massive campaign we
run for the scrappage scheme.
Fiat 500 used to have a search volume between 2 and 3 times more compared to panda.
Recently this index moved up to 4 times more (based on the panda index = 1).
Punto has always been slightly above fiat 500 (search volume), but recently fiat 500
reached punto and is still on the same search volumes.

There was a spike for fiat 500 in November (and this was when tog gear TV spoke about
fiat 500).
The graph below is for Scrappage (compared to other brands). It looks like that Ford and
Fiat are the most searched companies in google (from a Scrappage point of view).
The graph below is a competitor analysis based on google trends. Again this analysis is
based on search volumes. Ford has got 3.4 times more search volume than Fiat.
Vauxhall has 1.5 times more search volume than Fiat. Peugeot and Toyota are on the
same line as Fiat. Amongst UK, London is the city with most searches for Fiat. For more
details see attached report: “20090603_Fiat_googletrends_twitter.pdf”.

Below you can see the trend on twitter for fiat and some of the competitors:
More details here: http://trendistic.com/_help

5. Conclusions
Fiat Ranking (website) from Nov 08 to Jul 09
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09
Month
Visits
Alfa Romeo UK Audi UK BMW UK Chrysler UK Citroen UK Dodge UK
Fiat UK Ford UK Honda UK Jaguar UK Jeep UK Land Rover UK
Lexus UK Maybach UK Mazda UK Mercedes-Benz UK Mini UK Mitsubishi UK
Nissan UK Peugeot UK Renault UK Saab UK Smart UK Toyota UK
Vauxhall UK Volkswagen UKFiatranked17th
Fiatranks8th
The graph above clearly shows how FIAT improved its ranking during the last months
(starting from Nov 08 when FIAT started to do proper web/media/data analysis).
FIAT moved from position 17th
(Nov 08) up to position 8th
(Jul 09) and on the top of it, it
also had the best improvement compared to all the other companies’ websites: FIAT
increased visits on its website up to almost 300%.
This whole paper leads to an unequivocal conclusion: monitoring, analysing, giving
recommendations based on onsite, offsite, internal and external data/media analysis, it
helped FIAT in improving part of its business.
On the top of it, according to Capgemini report (Cars Online 08/09), “88% of car buyers
indicated that they used the Internet as a primary source of information during the
purchasing process”. This clearly highlights the importance of the internet in the

automotive industry and then the optimization of the channel. This optimization can be
achieved as shown above.
Complete report in attachment: “Fiat Rank Website.xls”.

6. Bibliography
Arikan, A. (2008) Multichannel Marketing: Metrics and Methods for On and Offline
Success. Sybex
Berson, A. and Dubov, L. (2007) Master Data Management and Customer Data
Integration for a Global Enterprise. McGraw-Hill Osborne Media
Brogan, C. and Smith, J. (2009) Trust Agents: Using the Web to Build Influence, Improve
Reputation, and Earn Trust. Wiley
Burby, J. et al. (2007) Actionable Web Analytics: Using Data to Make Smart Business
Decisions. Sybex
Buttle, F. (2008) Customer Relationship Management. Butterworth-Heinemann
Clifton, B. (2008) Advanced Web Metrics with Google Analytics. Sybex
Croll, A. and Power, S. (2009) Complete Web Monitoring: Watching your visitors,
performance, communities, and competitors. O'Reilly Media, Inc.
Fill, C. (2009) Marketing Communications: Interactivity, Communities & Content. FT
Press
Kaushik, A. and Sterne, J. (2007) Web Analytics: An Hour a Day. Sybex
Kudyba, S. and Hoptroff, R. (2001) Data Mining and Business Intelligence: A Guide to
Productivity. IGI Global
Oz, E. (2008) Management Information Systems. Course Technology
Parmenter, D. (2007) Key Performance Indicators: Developing, Implementing, and Using
Winning KPIs. Wiley
Rana, N. (2009) e-Marketing Intelligence - Transforming Brand and Increasing Sales -
Tips and Tricks with Best Practices. Self-Help Publishers
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies
for Engaging the Digital Generation. Kogan Page
Scott, D. (2008) The New Rules of Marketing and PR: How to Use News Releases, Blogs,
Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. Wiley
Tuten, T. (2008) Advertising 2.0: Social Media Marketing in a Web 2.0 World. Praeger
Zingale, A. and Arndt, M. (2001) New Economy Excellence Series, New Economy
Emotion: Engaging Customer Passion with e-CRM. Wiley

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