Can you prove that your marketing efforts are making a difference? A targeted approach to reach out to your customers with the information they need allows you to track their behaviors and use the data to funnel them through to the sales team. When you can track your customers’ interaction with your dealership, you can prove the Return on Investment (ROI) of your marketing strategy, maintains Tyler Musson, Director of Marketing, Washington Tractor.

For the last 10 years, Musson has focused on digital marketing, including video production, video marketing, search engine optimization, mobile web design and marketing, social media marketing, lead capture and delivery.

“Transformational growth is realized when opportunity meets potential and is fearlessly pursued with purpose,” he says. “Building innovative, relevant and accountable marketing strategies with measurable ROI is my passion.”

As the director of marketing for Washington Tractor, a 12-store John Deere dealership in Washington, Musson has helped increase the group’s consumer products business by 300% via data and target marketing. Washington Tractor has overhauled its marketing strategy to be data driven, automated and programmatic, which has enabled the dealership to achieve $165 million in revenue in 2017.

In this session, Musson openly discusses the role data and analytics have in the creation of Washington Tractor’s marketing strategy, including the formulas he created to prove marketing’s ROI. “Lots of people have big ideas. Execution is what matters. I choose execution over ideas,” he says.