December 2022
Connecting offline and online touchpoints along the customer journey is more important now than ever. Omni-channel marketing allows a seamless customer experience across various touchpoints, channels and devices. Until now, there was no valid market measurement focused on online behavior and the actual point of sale visit.
Online to offline measurement with Google Store Visits
In collaboration with Mercedes-Benz Germany, the German dealer network, the Mercedes-Benz Global Media Unit, the AMQ media agency and Google Germany, we have successfully implemented a new approach: Google Store Visits.
For the first time, we can bring a user’s interaction with a digital ad into direct context with his or her actual visit to the dealership (the point of sale).
Measurement of Google Store Visits is integrated cross-divisionally in the Google Ads campaigns of about 1,000 vehicle dealerships in Germany for sales and after-sales of Mercedes-Benz passenger cars, vans, trucks and Smart.
Data-driven decision – valuable findings for sales and marketing
The data provide a look into the relevant details over the timespan between an advertising click and the actual point of sale visit, as well as the distance between the customer and the dealership. Moreover, we can evaluate the cost of generating a “store visit”, for example.
The results have a strong influence on future sales and marketing strategies, because we have assessed customer behavior both throughout Germany and internationally with 10 participating markets. The concept will now be used and communicated as a blueprint and best practice for the global rollout. In our white paper (PDF) you can find details on the approach and the technology behind it, on performance insights from the pilot campaigns and on the background and next steps.
Excellent performance
For the project “Online to Offline Measurement With Google Store Visits”, we received a 2021 Best of Consulting award from WirtschaftsWoche with third place in the Marketing category, prevailing over strong contenders. “What a great award!” project managers Julia and Isabel at Mercedes-Benz Consulting enthused. “With Store Visits, we are setting a new milestone in data- and digitally driven marketing measurement,” they further explained.
“This kind of unusually great collaboration absolutely must be recognized,” says our client Sabrina Hölle from Mercedes-Benz Sales Germany about the award.
News at MC
Agentforce World Tour
In mid-May, the Agentforce World Tour by Salesforce stopped at Messe Frankfurt – a full day dedicated to innovation, artificial intelligence, and CRM inspiration. And we were right in the middle of it all!The day kicked off with high energy, led by the Salesforce Account Team. Through captivating...
Best of Consulting Award 2024
We have reason to celebrate! With great joy and pride, we announce that we have won the Best of Consulting Award 2024! In the Data & AI category, we were honored with the prestigious Best of Consulting Award by WirtschaftsWoche for our AI project "askCarla."This prestigious award is the result ...Working@MC: Christian, Senior Trainer, Customer Contact & Communication
“Hi, my name is Christian. I have been a senior trainer in the Customer Contact & Communication department at Mercedes-Benz Consulting for more than 8 years.What I appreciate most about my job as a trainer, apart from the great working atmosphere, is the enriching experience of interacting wi...Agentforce World Tour
In mid-May, the Agentforce World Tour by Salesforce stopped at Messe Frankfurt – a full day dedicated to innovation, artificial intelligence, and CRM inspiration. And we were right in the middle of it all!The day kicked off with high energy, led by the Salesforce Account Team. Through captivating...Best of Consulting Award 2024
We have reason to celebrate! With great joy and pride, we announce that we have won the Best of Consulting Award 2024! In the Data & AI category, we were honored with the prestigious Best of Consulting Award by WirtschaftsWoche for our AI project "askCarla."This prestigious award is the result ...Working@MC: Christian, Senior Trainer, Customer Contact & Communication
“Hi, my name is Christian. I have been a senior trainer in the Customer Contact & Communication department at Mercedes-Benz Consulting for more than 8 years.What I appreciate most about my job as a trainer, apart from the great working atmosphere, is the enriching experience of interacting wi...
CFO change at Mercedes-Benz Consulting
Welcome! Since July 1st, we have been able to welcome Alexander Gessler as our new Chief Financial Officer (CFO).Alex brings 20 years of Mercedes-Benz AG experience in Germany and abroad from various functions in the finance department, most recently as Manager Revenue Controlling Digital Extras at...
Salesforce World Tour
We aspire to know the customer and to form the Mercedes-Benz brand experience as personally as possible. For that, we are always using and constantly expanding our Salesforce expertise. This is why we visited the Salesforce World Tour in Munich.With keynotes, workshops and networking opportunities,...