Getting to know your audience as well as their behaviors is a great advantage that digital analytics can provide over your competitors. Google analytics can provide an extensive list of information on the users visiting your site, like the browser they use, what language they have it set to, their age, gender and to even their location (country, state, city)!
On the left side of the Google Analytics page, first click on 'Audience' and the on 'Geo'. From here you can easily decide if you want analytics on the global level, or all the way down to what specific city the user was in when he accessed the site. When taking a look at the city level, it is no surprise that the cities that have some of the most of the large clusters of visitors on Auto One website are from cities with an Auto One dealership in them. It is surprising; however, that the city that had the most page visitors, was not one of the cities where Auto One has branched out to. Omaha, Nebraska was the number one city, and by quite a bit. We have these numbers and pretty graphs in front of us, now how can we take advantage of this?
Having a city without an Auto One have the highest amount of page visitors can be seen as a positive or a negative. Many of our page visitors come from paid media, so perhaps taking a closer look at how we are targeting our audience in necessary, in order to avoid spending money in the wrong places. It is not all that bad to have some surrounding cities receive some of your advertising, in hopes that they make the drive down to you. Strategically thinking, it makes a lot more sense that the top cities be cities where Auto One has a greater chance to draw the customer in and achieve the ultimate goal of selling more units. On the other side of the spectrum, this could be seen as a huge opportunity. The interest and engagement by Omaha is our foot in the door, and with a new campaign that is tailored to them could maybe Auto One can reap the benefits.
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