Autotrader White Paper
Working for Autotrader, I created a white paper examining the value of multi-touch attribution (MTA) models to car dealerships.
I got to analyze proprietary customer survey data and touchpoint information from Autotrader’s data analysis partner. From that data, I wrote a document that showed how MTA can help dealerships, many of whom still rely on outdated analysis to gauge the effectiveness of their marketing strategies.
My white paper showed how dealerships can gain a better understanding of their customers’ journey and calculate more accurate ROI for their marketing budget by switching to modern, data-driven techniques.