ABCs of Acquisition Analysis

Tracking Is Tough but Crucial

With the multitude of media generating leads and sales, Michie admits, “It’s becoming harder and harder to track where our business is coming from. But we’re doing everything we can to track leads and orders.”

Today, the Web only complicates matters. “To the extent that we can, we’re trying to track Web usage to the catalog account shoppers use when logging onto the site. We have an account system online that encourages folks to log on so that we can make their shopping easier by remembering their car make and model, what they’ve looked at on previous shopping trips, etc.”