Make the Case

For the purpose of this blog assignment I will be an employee at Ford Motor Company. My task is to make a case to my boss for the implementation of a measurement strategy.

As our company continues to overcome the tough economical times of this country, it is important to maximize our efforts while reducing costs. Implementing a measurement strategy that utilizes web analytics is excellent place to start. The use of web analytics is can save time and money for the company. With data that is acquired, the company will be better equipped in decision making because the facts will speak for themselves. Implementing the proper measurement strategy can provide the company with quality information that is indicative of how our customers view our company.

A measurement strategy will be able to properly monitor our return on investment (ROI) for various promotional events. As we continue to grow the company, it is important to make sure our marketing dollars are maximized and that our target audience is being reached. Whether it is through social media or a promotional launch party, the data taken from the measurement strategy will provide information on which promotional technique provide the greatest ROI.

In addition to tracking the ROI, a measurement strategy can provide a better understanding of why sales are up or down. An effective measurement strategy is also an inexpensive way to connect with our core audience and build a relationship with our customers, current or new. Being able to establish an open and honest relationship with customers establishes a level of trust. The more positive the relationship is, the more profits the company will see.

A way for Ford Motor Company to generate new customers and bring back some previous ones is by marketing more economic friendly vehicles. By promoting the Fusion sedan, Ford can deliver a comparable alternative to fuel-efficient cars like the Honda Accord and Toyota Camry. An additional selling point would be Ford’s decision to begin building the Fusion sedan in the United States beginning in the fall. This type of promotion will strengthen the relationship with US customers during these tough economic times.

With the measurement strategy, Ford can use the data received from customers and develop a better product and stabilize their place amongst buyers. Utilizing the information obtained will help isolate the overall strengths and weaknesses of the company and make effective business decisions.

References:

http://www.chicagotribune.com/classified/automotive/sns-rt-us-ford-modelsbre88917j-20120910,0,6894915.story