Hertz able to assess the impact of brand activity on direct sales for first time using Google analytics

Car rental company Hertz is taking advantage of Google’s web analytics to boost its mobile capability and allow the company to optimise where they allocate online marketing spend.

Speaking to The Drum, Conrad Doyle, digital marketing director at Hertz said that the collaboration with Google provided the company with a deeper understanding of its audience segments and the cross-channel interactions leading up to a purchase, helping it optimise marketing techniques to create effective campaigns.

He added that increased insight provided by the online business resulted in a successful video campaign that highlighted the company’s van offering on the Hertz YouTube channel, which used programmatic to target relevant segments with high intent.

“It was a huge success, and for the first time we were able to assess the impact of brand activity on direct sales," said Doyle.

“Programmatic has been very effective for us, and certainly having the tools to understand the relationship between display and the various other channels has helped us look beyond last click performance measurement. The hot topic in this space for us now is viewability – as it is for many other companies.”

Hertz approached Google as part of the wider transformation of its digital set-up in Europe, with Doyle adding that the tie-up “felt like a natural step” in this journey.

“Our objective was to propel our digital capabilities to the next level, and ultimately develop a best-in-class digital framework fuelled by reliable tools and robust data. Moving onto the Google stack was a key enabler in this journey, and partnering with their team provided us with access to some of the top minds in digital helping us to accelerate the whole process.”

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