However, the 2020 COVID-19 pandemic and resulting lockdowns made it critical for each dealership to have greater visibility of the digital customer journey.
IE recognised that dealers needed more oversight over their online presence, and recommended the creation of a dashboard to show dealers how users are interacting with their website. As many in-person interactions migrated to the digital space, IE was proactive in ensuring that the dealers maintained oversight over how their customers were interacting with all touchpoints. The resulting dashboard can be fired up at any time, and gives up-to-the-hour data on what customers are doing on-site, while also giving Lexus Australia better oversight of its dealer network.
1) Ensuring the data used to build the dealer dashboards were of high quality; and
2) Creating an engaging dashboard which is relevant and actionable for dealerships.
To be effective, the dashboard data needed to meet the following criteria:
In addition, we wanted to ensure the dashboard was visually engaging by highlighting how each metric contributes to the marketing funnel.
1. How to use this dashboard: A one-page summary of how to interpret the metrics in the dashboard and contextualise them in the marketing funnel. The marketing funnel (as opposed to more complex models like the flywheel) was selected as the heuristic to understand the user journey because it is widely known and easy to understand.
2. Overview of digital performance: A summary of the key metrics that yield a clear picture of the health of the marketing funnel.
3. Full view of digital performance metrics: This is a comprehensive breakdown of every metric that a dealer could want. This was included in anticipation of requests from dealers for specific metrics. By putting all the data in the dealers’ hands, we avoided having to manually extract various pieces of information.