Automotive Digital Advertising Strategy Reporting Requirements

Product Requirements Digital Advertising Phase II
Product Requirements
Project Name: Product Name: Document Version: Author: Digital Advertising Reporting Requirements 2.3 Susan Burke
ADP Confidential - This document contains confidential and proprietary information for internal use only. The disclosure and use of the information contained herein to any person who is not an employee of Automatic Data Processing, Inc., or its subsidiaries is expressly prohibited. This document is property of Automatic Data Processing, Inc. Copyright Automatic Data Processing, Inc., 2008. All rights reserved.
Reviewers To: Bill Reilly, Mark Przybylski, Daymond Decker, Tony Guarnaccia, Dean Dixon, Dean Bergan, Lynn Walton, Tom McNamara, Matt Durgin, Paul Mancini, Ralph Paglia, John Webb, Rajni Sharma CC: Dan Erhart Mark Przybylski, Bill Reilly, Susan Burke, Tony Guarnaccia, Daymond Decker, Tom McNamara, Ralph Paglia, Dean Dixon, Lynn Walton, John Webb
Approval:
Document History
Version 1.0 Date 6.25.08 Entry By Susan Burke Status Draft Explanation This is the initial draft of the reporting requirements for Digital Advertising. This is not a complete document, just a starter. Will be revised as team reviews. Broke down the development effort into 8 segments based on the distinct architecture and requirements of each segment. We will fill in the requirements of each segment during upcoming sessions. Added notes from first requirements session in Section 1: Report requirements Added content in the database and API sections. Restructured the User Interface section. Added new report information from Tonys team Added comments from meeting Added comments from meeting Added comments from meeting Updated table and report information after further analysis Added personas and made minor changes per mtg on 9/24/08 Updated personas per Tonys comments
1.1
7.2.08
Susan Burke
Draft
1.2 1.3 1.4 1.5 1.6 1.7 2.0 2.1 2.2
7.7.08 7.9.08 7.10.08 7.16.08 7.24.08 7.25.08 9.18.08 9/25/08 9/30/08
Susan Burke Susan Burke Susan Burke Susan Burke Susan Burke Susan Burke Susan Burke Susan Burke Susan Burke
Draft Draft Draft Draft Draft Draft Draft Draft Draft
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Document Revised: 10/8/2012
2.3
11/4/08
Susan Burke
Draft
Added 2 requirements: RPT-001A for automatic email generation and DB-014 (new KBA table). Renumbered the remainder of DB section to support new table. Also altered DB-007 taking out the KBAs (putting them into DB-014. These changes were made to reflect suggestions made by Ralph Paglia and agreed upon by team.
Supporting Documents Title Author Location
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Reporting Requirements Overview

The following requirements document is meant to drive the development of the reporting engine for the Digital Advertising platform by the BZ Results team. The ultimate goal is to produce a web-based reporting portal (within the BCC) that will enable the digital VMR team and our dealer customers to quickly and easily generate reports for their own specific needs. We have divided the requirements into 7 distinct segments as follows: 1. Reports to be generated there are several reports needed, as well as specific audience (persona) requirements for each, including: a. b. c. d. e. Internal audience (Analyst, VMR) Dealer Group OEM Partner
2. Report Interface an interface to pull standard and custom reports. 3. Database table structure and content to store vendor, dealer, contract, lead summary and calculated data 4. APIs requirements to access vendor data from the following sources a. b. c. d. e. f. g. Google Yahoo Microsoft DoubleClick Call Source Omniture NetTrak
5. Data entry interface (form fill) to enter contract information (contract start/stop date, margins, etc) 6. Modifications to the current BCC administrative interface to support the needs of the new reporting tool (ie. Associate dealerships at an OEM level; user access/role definition) 7. Two-way interface to Synergy (contract management system) a. b. Be able store new contract information that is entered from item #6 above Be able to retrieve contract information if a client already exists
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USER PERSONAS (DA Analyst, VMR, Dealer, Group, OEM, Partner)
Persona DA Analyst
NAME DA Analyst Name TITLE DA Analyst AGE 29 COMPUTING SKILLS Novice SEGMENT OR INDUSTRY YEARS IN THIS JOB EDUCATION Bachelor Degree Advanced X Power Automotive Retail/Marketing & advertising Dig Adv Mgr 3-7 years REPORTS TO
Average
Google Adwords GUI, Adwords Editor, Yahoo Search Marketing, MSN AdCenter, PPC Keyword Generator, Trellian Keyword Discovery, WordTracker, Google's Keyword Tools, DoubleClick, Call Source, NetTrak, MarketLeap's Link Popularity Reports, Audacity, Photoshop, Image Ready, Flash, Omniture Search Center, Omniture Site Catalyst, Compete, HitWise Competitive Intelligence, Google Webmaster Tools, Google Local Business Center, LiveSearch Webmaster, Yahoo! Site Explorer, Best of the Web Local, Yahoo! Local, Advanced Excel, Word, PowerPoint, Synergy, Vision, APPLICATION custom applications (ex. BZ Advantage), Acrobat Professional, digital advertising S USED platform, numerous web based apps, reporting apps TYPE OF PERSONA Economic User Technical X Other (specify)
SITUATION A typical day in the life of your persona DA Analyst works beyond the 5 day full-time work week. Weekends and nights include monitoring campaigns (PPC, Audio, Banner, TV, Print, etc.) especially at the beginning and end of the month. The analyst is to provide digital advertising services to dealers, maintain vendor reseller relationships, acquire quick understanding for daily industry changes and the impact on the product line, budget allocation between services, identify trending quickly to maximize spend, assist in planning and executing sequential and new campaigns. He handles up to 50 dealerships with their online marketing messages, offers, calls to action, lead generation, site traffic, promotions, micro site design, tracking, often times a more technical education for non-sales positions at the dealership, assist in closing sales opportunities, onsite meetings with prospects. As VMR become more familiar with DA products, the analyst shall provide trending analyses of campaigns to identify opportunities for dealer up sells for the same or different services. He needs to have access to the digital advertising platform to run reports and perform analysis on how the programs are performing for each client, each OEM, on a national level, as well as regional. A typical interaction with your product Analysts need to have real-time access to the reporting portal, and be able to run ad hoc and monthly reports for clients, OEMs, and upper level management. Analysts need to have the ability to save the reports in formats that can easily be sent to any type of recipient at their request. A perfect day The reporting portal is up and running fast, the data is current, and the analysts are able to proactively interact with clients, OEMs, management, and VMRs using real time data to discuss any trending and/or situations affecting client revenue and ADP revenue.
TOP OF MIND ISSUES Will the reporting portal be able to provide the information analysts need on an accurate and timely basis? How can I improve conversion rates for my dealer? How can I compare what is working with abc dealer to xyz dealer? How can I retain this client and demonstrate the value of what I do on a daily basis? OTHER INFORMATION Online Resources used by DA Team Omniture, Search Marketing and Digital Advertising blogs, keyword and competitive analysis tools Budget approval levels and ROI expectations No budget approvals, but needs to use the reporting portal to demonstrate a strong ROI Persona is rewarded by Salary plus bonus.
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Persona Digital Advertising VMR

NAME VMR Name TITLE Customer Touch VMR AGE 25 COMPUTING SKILLS Novice APPLICATIONS USED SEGMENT OR INDUSTRY YEARS IN THIS JOB 2 year Automotive Retail/Marketing & advertising REPORTS TO VMR Mgr.
EDUCATION Average
Associate Degree/Bachelor Degree X Advanced Power
Excel, Word, PowerPoint, custom applications, digital advertising platform, Adwords/Audio reporting, Omniture Search Center User X Technical Other (specify)
TYPE OF PERSONA Economic
SITUATION A typical day in the life of your persona VMR works a typical 5 day full-time work week. VMR job is to communicate regularly and provide support to dealers who have signed up for our Customer Touch, Digital Advertising services and other ADP marketing services. The VMR must have exceptional phone and writing skills to manage dealer expectations and provide upper level customer service (heat cases). VMR has to handle up to 30 dealerships beginning with the welcome call upon contract arrival, provide dealers with ad hoc and monthly reporting needs, offer guidance or direction to resources regarding OEM co-op submission procedures related to DA, help dealers plan digital advertising campaigns, acquire new marketing messages to provide to analysts, harmonize offline marketing campaigns with online campaigns, and most importantly retain and up sell current clients. VMR needs access to the digital advertising reporting platform to run reports and identify trends to discuss with the analysts the need for any deeper analysis on how the program is performing for each of their clients. A typical interaction with your product VMR will need to have real-time access to the reporting portal, and be able to run ad hoc and monthly reports for each of their clients. VMR will need to have the ability to save the reports in a format he can easily send to a dealer client at their request. A perfect day The reporting portal is up and working just programmed. The system is running fast, the data is current, and he is able to interact with his customers and the system in real time to provide the answers they are looking for. VMR is able to turn happy clients into up sells and also create DA references so that new prospects can become DA clients. TOP OF MIND ISSUES Will the reporting portal be able to provide the information the VMR is looking for accurately and on a timely basis? Is the VMR able to identify DA campaign warning signs and identify up sell opportunities? When the threat of a quit/cancel arrives, what does the VMR need to do in order to retain this client with data provided through the reporting tool and how best to communicate that data verbally and electronically? OTHER INFORMATION What they read online and offline; member associations Gets daily, relevant industry articles sent to him from OMMA and other industry groups. Budget approval levels and ROI expectations No budget approvals, but needs to use the reporting portal to demonstrate a strong ROI How the persona is rewarded or motivated (compensation, bonus, commission, other recognitions) Salary plus bonus. May get added bonuses for up selling dealers on other ADP marketing and advertising solutions.
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Persona Digital Advertising Dealer Client

NAME Doug Dealer SEGMENT OR INDUSTRY Automotive Retail BDC Manager General Manag er
TITLE AGE 34 COMPUTING SKILLS Novice APPLICATIONS USED
BDC Manager
YEARS IN THIS JOB Bachelor Degree
2 years
REPORTS TO
EDUCATION Average
x Advanced
Power
ADP DMS, webCRM, email application User x Technical Other (specify)
SITUATION A typical day in the life of your persona Doug Dealer spends his day handling inbound leads coming to the dealership from multiple sources, including: phone, email, website, OEM, 3rd party lead providers. He is either on the phone, entering data in his CRM app, or routing leads to the sales reps.
A typical interaction with your product Doug will want to access the digital advertising reporting portal to run ad hoc and monthly reports that will show him the ROI, CPM, CPC and lead data that is generated from the display advertisements ADP is running on his behalf. He only will access data relevant to his dealership, and will not be able to see all of the data that the ADP VMRs will have access to. A perfect day The reporting portal is up and working just programmed. Doug can go in and run the queries he wants using the simple, intuitive user interface provided. If he has any questions or runs into any trouble, he can call Tony his VMR and get the help he needs.
TOP OF MIND ISSUES I hope I can meet my monthly goal of 120 new leads/scheduled appointments this month. I hope the new guy works out, because I am swamped and need more help to meet the aggressive goals my manager has set for me.
OTHER INFORMATION What they read online and offline; member associations
Budget approval levels and ROI expectations His manager sets monthly lead goals for his team that he has to meet. He needs to make sure he works with his ADP VMR to get the highest lead conversion rate from his display advertising. How the persona is rewarded or motivated (compensation, bonus, commission, other recognitions) Salary plus commission for each lead he brings in the door that results in a sale.
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Persona Digital Advertising Dealer Group Mgr

NAME Guy Group SEGMENT OR INDUSTRY YEARS IN THIS JOB 10 years REPORTS TO Automotive Retail Dealer Group Mgmt Group President
[insert photo]
Group Manager EDUCATION
Bachelor Degree Advanced Power
x Average
ADP DMS, webCRM, email application, others x User Technical Other (specify)
SITUATION A typical day in the life of your persona Guy Group manages the many rooftops that comprise his dealership group. He is responsible for monitoring the advertising and marketing efforts (including ROI) of all of the stores that comprise his group. He pulls sales and marketing reports from each store daily/weekly/monthly, and interacts with each of the GMs on a frequent basis to understand better what is driving the number of sales (or lack of sales). He wants to track and measure the results of each of his sales and marketing efforts to optimize his groups spend. A typical interaction with your product Guy will need easy access to the marketing and advertising reporting portal to run ad hoc and monthly reports that will show him the ROI, CPM, CPC and lead data that is generated from the display advertisements ADP is running on his behalf. He will need not only group level access to data in the portal, but also will need to drill into the details of each rooftops activity. A perfect day The reporting portal is up and working just programmed. Guy can go in and run the queries he wants using the simple, intuitive user interface provided. If he has any questions or runs into any trouble, he can call Tony his VMR and get the help he needs.
TOP OF MIND ISSUES I need to increase ups into each of my rooftops by 15% this month, in order to reduce my inventory in time for the new car shipments coming next month. I need to turn up the volume on my online advertising to get more people to see me on the internet. Maybe I should run a special or three. OTHER INFORMATION What they read online and offline; member associations Guy reads Automotive News, and all of the other industry publications that allow him to keep his finger on the pulse of the industry. He belongs to a powerful 20 group in the region. Budget approval levels and ROI expectations He has authorization to spend money any way he sees fit in the advertising and marketing area. He has a high sales number he has to support each month. How the persona is rewarded or motivated (compensation, bonus, commission, other recognitions) Salary plus incentive bonus
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Persona OEM Digital Advertising Program Director

NAME Frank Ford Program Director Retail digital advertising solutions SEGMENT OR INDUSTRY OEM
YEARS IN THIS JOB
2 years
REPORTS TO
CMO
EDUCATION Average
Bachelor Degree - Marketing Advanced x Power
Microsoft Office, Outlook; OEM-specific applications; User x Technical Other (specify)
SITUATION A typical day in the life of your persona Franks job is to work with vendors like ADP who can provide high-impact, lead generating marketing and advertising solutions to the OEM dealer body. He has to negotiate contracts, perform administrative and implementation functions to the vendor processes with the OEM, and then to communicate the solution and program negotiated within the OEM internal organization as well as the dealer body who will benefit from signing on with the marketing/advertising service. Frank will need to stay informed regarding how many dealers are signing up, as well as their experiences with the solution (ROI, etc). Frank needs to trouble-shoot and get the vendor involved when processes arent working and dealers arent happy. A typical interaction with your product Frank will need to have monthly access to the reporting portal to see how dealers are performing on an aggregated level. He may want to dig into a specific dealers performance if he is asked, but mainly will want to see aggregated program performance so he can report to his management team as needed. A perfect day The reporting portal is up and working just programmed. Frank has no trouble logging into the portal and pulling the reports he is interested in. Only one dealer call today to complain about his/her specific program performance. 5 new dealers signed up for the program today. Coffee is hot and fresh, and his wife is making his favorite dinner tonight.
TOP OF MIND ISSUES I really hope this digital advertising program gives my dealers the boost in monthly sales they so desperately need given the downturn in the economy. I hope there are no problems today with my dealers getting their coop reimbursements we promised with this program. I put my career on the line with this program, it better pay off. OTHER INFORMATION What they read online and offline; member associations Frank is heavily involved in automotive-related organizations, and is beginning to look into joining some of the new digital associations out there. He wants to attend some conferences to get more acclimated to this new world of advertising so he can push the program as far as it can go. Budget approval levels and ROI expectations Frank is at the director level, so he has recommendation and decision making capabilities. He has set specific sales goals for dealers who sign up for the digital advertising program. How the persona is rewarded or motivated (compensation, bonus, commission, other recognitions) Frank is compensated through a combination of salary and bonus, based upon MBO achievement.
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Persona Digital Advertising Vendor Partner

NAME Patricia V. Partner SEGMENT OR INDUSTRY Digital Advertising Area Direc tor
TITLE AGE COMPUTING SKILLS Novice APPLICATIONS USED
Manager, partner relationships 30
YEARS IN THIS JOB
3 REPORTS TO
EDUCATION Average
Bachelor Degree Advanced x Power
User
Technical
Other (specify)
SITUATION A typical day in the life of your persona Pattys job is to manage her companies customers. She works for a major ad network, and her role is to interact with each of her clients to ensure their success.
A typical interaction with your product Patty will need to have access to the reporting portal to pull reports that pertain to her clients use of the companys ad network. She will need to have very limited access to just her relevant data.
A perfect day The portal is running, the data is flowing and my client is running hundreds of ads through my network.
TOP OF MIND ISSUES How can I get my clients to spend more with my network than others? What value-add can I provide my clients over others? I hope that my clients clients are seeing some good ROI by placing their ads on my network.
OTHER INFORMATION What they read online and offline; member associations Patti belongs to OMMA, and reads their publications regularly. She also belongs to other digital advertising associations to network with her peers and keep her eyes and ears open for what the competition is doing, and what other employment opportunities may be out there. How the persona is rewarded or motivated (compensation, bonus, commission, other recognitions) Salary plus commission based on how much her clients spend on her network.
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1. REPORTING REQUIREMENTS
This section identifies the specific requirements for: Reporting portal functionality Portal UI Reports available through the portal. There are five categories of reports we will need to access through the portal, each coinciding with one of 5 user personas identified in the next section: 1. 2. 3. 4. 5. Internal (Analyst, VMR) Dealer Group OEM Partner
Each category of report will have more than one report, each serving a specific purpose within the segment (ie. Dealer1, Dealer2, Analyst, Analyst 1, etc) Finally, the reports identified have 2 additional data items noted: whether or not a graph is needed, and when identified fields need to be links, so that when they are clicked on, a drill-down table is generated for viewing.
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ID: Category: Description:
RPT-001 Reporting Portal We need to access the reports from a web-based portal interface (into the BCC). This access would be for the following audiences: internal, dealer, group, OEM, and Partner. Each audience would have separate user interface requirements, covered in section 2 of this document. Reports need to be downloaded into the following formats: .xls, .pdf, html, .csv, and as a graphic image. We also want to be able to print reports.
Rationale: Owner:
Ease and flexibility of report access, generation, reviewing and sharing with target audiences. BZ development
RPT-001a Reporting Portal We want to set up the reports to be automatically emailed to our clients On a day, weekly and/or monthly basis, depending on their preference. Deliver the reports to the client rather than having it be a manual process executed by the client or VMR. BZ development
Rationale: Owner:
RPT-002 Interactive, drill-down report capabilities The reporting must allow for summary presentation with web-based, interactive drill down capability to details such as: key words (top converting in order), leads, calls, sales and key buying actions (kba). NOTE: The kbas will be defined in Phase II requirementsr. Drill-down details are provided in each report requirement. We need to be able to present a summary and well as provide an easy method to drill down to details within the campaign, for all reports presented in the web-based portal. BZ Development
Rationale:
Owner:
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RPT-003 Web-based interactive sorting capabilities The reporting must allow for summary presentation with web-based, interactive sorting capability. We need to have the ability to sort on any column. The sorting feature will be for internal audiences only. The VMR (or Ops team) should be given the ability to perform nested sorts by any one or multiple fields (columns) that appear in the generated report. Use Excel sorting capability as the standard and example to follow. For example, in Excel, you can sort choose to sort your data by one column, or multiple columns (sort first by x, then by y, then by z), either in ascending or descending order. This is what we refer to as a nested sort. We may expand this sorting functionality to dealers in a future release. BZ Development RPT-004 Report Query interface This query interface supports requirements labeled RPT 005 014. Each pre-defined report will be pulled using the following query fields: 1. Dealer name/group name 2 Name of report to pull 3. Start/end date field 4. Target audience for report (dealer, group, OEM, Internal) this will determine the fields that will be output from the query.
Rationale:
Owner: ID: Category: Description:
The name of dealer/group can be selected from a pull-down menu, or by entering the name in a field. The name of the report can be selected from a pull-down menu listing all of the reports available. The start/end dates can either be filled in by the user, or selected using a pop-up calendar: The target audience for report should be selected by a pull-down menu. Rationale: Owner:
BZ Development
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ID: Report Category:: Report Name: Target Audience:
RPT-005 Group Dashboard Group1 Group, Internal
Data Row Name Filter CInfo2 CInfo3 CInfo4 CChange20 DealerTotal2 CChange17 DealerTotal7 DealerTotal8 DealerTotal9 DealerTotal12 DealerTotal28 SumCChange20 SumDealerTotal2 SumCChange17 SumDealerTotal7 SumDealerTotal8 SumDealerTotal9 SumDealerTotal12 SumDealerTotal28
Data Column Names Group ID Groups RooftopID Rooftop Total Contract Spend External New (available) Total Spend External (actual) Mgmt Fee New Impressions Clicks Total Form Leads Total Phone Leads Total KBA - Grand Totals Aggregated Total Contract Spend External New (available) Aggregated Total Spend External (actual) Aggregated Total Mgmt Fee New Aggregated Total Impressions Aggregated Total Clicks Aggregated Total Form Leads Aggregated Total Phone Leads Aggregated Total KBA - Grand Aggregated Totals
Grap h
Link
Deale r1
X X X X X
Description: There are 5 elements we need graphed for this report, indicated by the X in the appropriate row. We also have one link or drill down: when someone is reviewing the report and clicks on Cinfo4, we want the dealer-specific report (described next) to be generated.
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ID: Category:
RPT- 006 Dealer Dashboard
Report Name: Dealer1 Target Audience: Dealer, Group, OEM, Internal
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Data Rows CInfo3 CInfo4 CChange20 DealerTotal2 CChange17 DealerTotal7 DealerTotal8 DealerTotal9 DealerTotal12 DealerTotal15 DealerTotal28 CChange8 Display4 Display5 Display11 Display14 Display17 Display30 CChange3 PPCDealerTotal2 PPCDealerTotal8 PPCDealerTotal9 PPCDealerTotal13 PPCDealerTotal16 PPCDealerTotal17 PPCDealerTotal19 PPCDealerTotal32
Data Columns RooftopID Rooftop Total Contract Spend External New (available) Total Spend External (actual) Mgmt Fee New Impressions Clicks Total Form Leads Total Phone Leads Total Leads Total KBA - Grand Totals Display Spend External New Impressions (detail) Clicks Form Leads Phone Leads Total Display Leads KBA - Display Totals PPC Spend External New Keyword Cost (Spend External) Impressions Clicks PPC Form Leads PPC Phone Leads PPC Phone Conv. Rate Total PPC Leads KBA - Totals
Graph
Link
X X X X X X X X X X X X Dealer 3 Dealer 3 Dealer 3 Dealer 3 Dealer 3 Dealer 3 Dealer 2 Dealer 2 Dealer 2 Dealer 2 Dealer 2 Dealer 2 Dealer 2 Dealer 2
X X X X
X X
Description: Graph points and drill-downs are indicated.
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ID: Category:
RPT- 007 Dealer PPC Detail
Report Name: Dealer2 Target Audience: Dealer, Group, OEM, Internal

Data Row PPCGoo2 PPCGoo3 PPCGoo5 PPCGoo6 PPCGoo8 PPCGoo9 PPCGoo11 PPCGoo12 PPCGoo14 PPCGoo15 PPCGoo17 PPCGoo18 PPCGoo19 PPCGoo30 PPCGoo31 PPCYah2 PPCYah3 PPCYah5 PPCYah6 PPCYah8 PPCYah9 PPCYah11 PPCYah12 PPCYah14 PPCYah15 PPCYah17 PPCYah18 PPCYah19 PPCYah30 PPCYah31 PPCMicro2 PPCMicro3 PPCMicro5 PPCMicro6 PPCMicro8 Data Column Impressions Clicks Avg. Position CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total Google Leads Total Google Conv Rate Total Google CPL - External KBA - Google Totals CPC - External Impressions Clicks Avg. Position CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total Yahoo Leads Total Yahoo Conv Rate Total Yahoo CPL - External KBA - Yahoo Totals CPC - External Impressions Clicks Avg. Position CTR Keyword Cost (Spend External) Grap h X X Link
Deale r5
X X X
Deale r4 X X
Deale r5
X X X X
Deale r4
X X
Deale r5
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PPCMicro9 PPCMicro11 PPCMicro12 PPCMicro14 PPCMicro15 PPCMicro17 PPCMicro18 PPCMicro19 PPCMicro30 PPCMicro31 PPCDealerTotal2 PPCDealerTotal7 PPCDealerTotal8 PPCDealerTotal9 PPCDealerTotal1 1 PPCDealerTotal1 2 PPCDealerTotal1 3 PPCDealerTotal1 4 PPCDealerTotal1 6 PPCDealerTotal1 7 PPCDealerTotal1 9 PPCDealerTotal2 0 PPCDealerTotal2 1 PPCDealerTotal3 2
% of PPC Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total MicroSoft Leads Total MicroSoft Conv Rate Total MicroSoft CPL - External KBA - MicroSoft Totals CPC - External Keyword Cost (Spend External) % of Total DA Spend (External) Impressions Clicks CPC - External CTR PPC Form Leads Form Conv. Rate PPC Phone Leads PPC Phone Conv. Rate Total PPC Leads Total PPC Conv Rate Total PPC CPL - External KBA - Totals
X X X
Deale r4
X X X
Deale r5
Deale r4
Description: Graph and drill down items are noted.
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ID: Category: Report Name: Target Audience:
RPT- 008 Dealer Display Detail Dealer3 Dealer, Group, OEM, Internal
Data Row Display 1 Display 2 Display 3 Display 4 Display 5 Display 7 Display 9 Display 10 Display 11 Display 12 Display 14 Display 15 Display 17 Display 18 Display 19 Display 30
Data Column Advertiser Campaign Name Ad Network Impressions (detail) Clicks CPM - Cost Per Thousand External CTR % of Total DA Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total Display Leads Total Display Conv Rate Total Display CPL KBA - Display Totals
Grap h
Link
Deale r4
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RPT- 009 Dealer KBA Detail Dealer4 Dealer, Group, OEM, Internal
Data Row DealerTotal18 DealerTotal19 DealerTotal20 DealerTotal21 DealerTotal22 DealerTotal23 DealerTotal24 DealerTotal25 DealerTotal26 DealerTotal27 Display20 Display21 Display22 Display23 Display24 Display25 Display26 Display27 Display28 Display29 PPCDealerTotal22 PPCDealerTotal23 PPCDealerTotal24 PPCDealerTotal25 PPCDealerTotal26 PPCDealerTotal27 PPCDealerTotal28 PPCDealerTotal29 PPCDealerTotal30 PPCDealerTotal31 PPCGoo20 PPCGoo21 PPCGoo22 PPCGoo23
Data Column Total KBA - Request a Quote Total KBA - Inventory Total KBA - Financing Total KBA - Trade-In Value Total KBA - Special Offers Total KBA - Engaged Live Chats Total KBA - Schedule Appointment Total KBA - Service Coupons Total KBA - Parts Request Total KBA - Service Inquiry KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry PPC Total KBA - Request a Quote PPC Total KBA - Inventory PPC Total KBA - Financing PPC Total KBA - Trade-In Value PPC Total KBA - Special Offers PPC Total KBA - Engaged Live Chats PPC Total KBA - Schedule Appointment PPC Total KBA - Service Coupons PPC Total KBA - Parts Request PPC Total KBA - Service Inquiry KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value
Grap h X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Link
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PPCGoo24 PPCGoo25 PPCGoo26 PPCGoo27 PPCGoo28 PPCGoo29 PPCYah20 PPCYah21 PPCYah22 PPCYah23 PPCYah24 PPCYah25 PPCYah26 PPCYah27 PPCYah28 PPCYah29 PPCYah30 PPCMicro20 PPCMicro21 PPCMicro22 PPCMicro23 PPCMicro24 PPCMicro25 PPCMicro26 PPCMicro27 PPCMicro28 PPCMicro29 PPCMicro30
KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA KBA
Special Offers Engaged Live Chats Schedule Appointment Service Coupons Parts Request Service Inquiry Request a Quote Inventory Financing Trade-In Value Special Offers Engaged Live Chats Schedule Appointment Service Coupons Parts Request Service Inquiry Yahoo Totals Request a Quote Inventory Financing Trade-In Value Special Offers Engaged Live Chats Schedule Appointment Service Coupons Parts Request Service Inquiry Microsoft Totals
X X X X X X X X X X X X X X X X X X X X X X X X X X X X
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Data Row PPCGoo7 PPCYah7 PPCMicro7
RPT- 010 Dealer Keyword Reports Dealer5 Dealer, Group, OEM, Internal
Grap h Link
Data Column Top Keywords Top Keywords Top Keywords

Data Row Filter CInfo2 CInfo3 CInfo4 PPCDealerTo tal2 CChange3 CChange8 Audio3 CChange13 CChange17 CChange19 CChange20 CChange22 CChange23 DealerTotal2 DealerTotal4 DealerTotal6
RPT- 011 External Billing Report Group Group2 Group, Internal

Grap h Link
Data Column Group ID Groups RooftopID Rooftop Keyword Cost (Spend External) PPC Spend External New Display Spend External New Spend - External Audio Spend External New Mgmt Fee New MS Fee New Total Contract Spend External New Total Contract w Mgmt New Analyst Total Spend External Diff Spend External - $ Amount Diff Spend External - %
Deale r6
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Data Row CInfo3 CInfo4 PPCDealerTot al2 CChange3 CChange8 Audio3 CChange13 CChange17 CChange19 CChange20 CChange22 CChange23 DealerTotal2 DealerTotal4 DealerTotal6
RPT- 012 External Billing Report Single Dealer Dealer6 Dealer, Group, Internal
Data Column RooftopID Rooftop Keyword Cost (Spend External) PPC Spend External New Display Spend External New Spend - External Audio Spend External New Mgmt Fee New MS Fee New Total Contract Spend External New Total Contract w Mgmt New Analyst Total Spend External Diff Spend External - $ Amount Diff Spend External - % Grap h Link

Data Row CInfo3 CInfo4 CData1 CData2 CData6 CData7
RPT- 013 Internal Billing Report All Dealers, with OEM Filter Aggregate1 OEM, Internal
Data Column RooftopID Rooftop Contract Start Date Contract Forcasted End Date 30-Day Quit Notice Rcvd Actual End Date Grap h Link
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CData8 CData22 CData26 CData27 CData28 CChange1 CChange2 CChange3 CChange4 CChange5 CChange6 CChange7 CChange8 CChange9 CChange10 CChange11 CChange12 CChange13 CChange14 CChange15 CChange16 CChange17 CChange18 CChange19 CChange20 CChange21 CChange22
Total Months Live Contract Type (paid, concession, free) Comments from DA Team Sales Person Analyst Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change PPC Reason Budget Change Display External (+ / -) Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Display Reason Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New Audio Spend Internal New Budget Change Audio Reason Mgmt Fee (+ / -) Mgmt Fee New MS Fee (+ / -) MS Fee New Total Contract Spend External New Total Contract Spend Internal New Total Contract w Mgmt New
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CChange23 CChange24 CChange25 PPCGoo1 PPCGoo8 PPCYah1 PPCYah8 PPCMicro1 PPCMicro8 PPCDealerTotal1 PPCDealerTotal2 PPCDealerTotal3 PPCDealerTotal4 PPCDealerTotal5 PPCDealerTotal6 DealerTotal1 DealerTotal2 DealerTotal3 DealerTotal4 DealerTotal5 DealerTotal6 DealerTotal29 SUMCChange1 SUMCChange2 SUMCChange3 SUMCChange4 SUMCChange6
Analyst Analyst Change Reason DA Team Comments Keyword Cost (Spend Internal) Keyword Cost (Spend External) Keyword Cost (Spend Internal) Keyword Cost (Spend External) Keyword Cost (Spend Internal) Keyword Cost (Spend External) Keyword Cost (Spend Internal) Keyword Cost (Spend External) Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal -% Diff Spend External -% Total Spend Internal Total Spend External Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal -% Diff Spend External -% Dealer Total Margin Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change Display External (+ / -)
X X X X X X X X X X X X X X X X X X X X X X X X
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SUMCChange7 SUMCChange8 SUMCChange9 SUMCChange11 SUMCChange12 SUMCChange13 SUMCChange14 SUMCChange16 SUMCChange17 SUMCChange18 SUMCChange19 SUMCChange20 SUMCChange21 SUMCChange22 SUMPPCDealerTo tal1 SUMPPCDealerTo tal2 SUMPPCDealerTo tal3 SUMPPCDealerTo tal4 SUMPPCDealerTo tal5 SUMPPCDealerTo tal6 SUMPPCDealerTo tal7 SUMDealerTotal 1 SUMDealerTotal2 SUMDealerTotal3 SUMDealerTotal 4 SUMDealerTotal5 SUMDealerTotal
Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New Audio Spend Internal New Mgmt Fee (+ / -) Mgmt Fee New MS Fee (+ / -) MS Fee New Total Contract Spend External New Total Contract Spend Internal New Total Contract w Mgmt New Keyword Cost (Spend Internal) Keyword Cost (Spend External) Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal -% Diff Spend External -% % of Total DA Spend (External) Total Spend Internal Total Spend External Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal -% Diff Spend External
X X X X X X X X X X X X X X X X X X X X X X X X X X X
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6 SUMDealerTotal2 9
-% Total Margin
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Data Row SUMPPCGoo1 SUMPPCGoo2 SUMPPCGoo3 SUMPPCGoo4 SUMPPCGoo6 SUMPPCGoo8 SUMPPCGoo9 SUMPPCGoo11 SUMPPCGoo12 SUMPPCGoo13 SUMPPCGoo14 SUMPPCGoo15 SUMPPCGoo16 SUMPPCGoo17 SUMPPCGoo18 SUMPPCGoo19 SUMPPCGoo30 SUMPPCGoo31 SUMPPCGoo32 SUMPPCGoo33 SUMPPCGoo34 SUMPPCGoo35 SUMPPCGoo36 SUMPPCYah1 SUMPPCYah2 SUMPPCYah3 SUMPPCYah4 SUMPPCYah6 SUMPPCYah8 SUMPPCYah9 SUMPPCYah11 SUMPPCYah12 SUMPPCYah13
RPT- 014 Aggregate Results: PPC Aggregate2 Internal

Data Column Keyword Cost (Spend Internal) Impressions Clicks CPC - Internal CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Form CPL - External Phone Leads Phone Conv. Rate Phone CPL - External Total Google Leads Total Google Conv Rate Total Google CPL External KBA - Google Totals CPC - External Total Accounts # - Google Total Search Accounts % Google Total Aggregate Search Clicks % - Google Total Google Search Leads % Total Google Search KBA % Keyword Cost (Spend Internal) Impressions Clicks CPC - Internal CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Form CPL - External Grap h X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Link
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SUMPPCYah14 SUMPPCYah15 SUMPPCYah16 SUMPPCYah17 SUMPPCYah18 SUMPPCYah19 SUMPPCYah30 SUMPPCYah31 SUMPPCYah32 SUMPPCYah33 SUMPPCYah34 SUMPPCYah35 SUMPPCYah36 SUMPPCMicro1 SUMPPCMicro2 SUMPPCMicro3 SUMPPCMicro4 SUMPPCMicro6 SUMPPCMicro8 SUMPPCMicro9 SUMPPCMicro11 SUMPPCMicro12 SUMPPCMicro13 SUMPPCMicro14 SUMPPCMicro15 SUMPPCMicro16 SUMPPCMicro17 SUMPPCMicro18 SUMPPCMicro19 SUMPPCMicro30 SUMPPCMicro31 SUMPPCMicro32 SUMPPCMicro33 SUMPPCMicro34 SUMPPCMicro35 SUMPPCMicro36 SUMPPCDealerTot al1
Phone Leads Phone Conv. Rate Phone CPL - External Total Yahoo Leads Total Yahoo Conv Rate Total Yahoo CPL External KBA - Yahoo Totals CPC - External Total Accounts # - Yahoo Total Search Accounts % Yahoo Total Aggregate Search Clicks % - Yahoo Total Yahoo Search Leads % Total Yahoo Search KBA % Keyword Cost (Spend Internal) Impressions Clicks CPC - Internal CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Form CPL - External Phone Leads Phone Conv. Rate Phone CPL - External Total MicroSoft Leads Total MicroSoft Conv Rate Total MicroSoft CPL External KBA - MicroSoft Totals CPC - External Total Accounts # MicroSoft Total Search Accounts % MicroSoft Total Aggregate Search Clicks % - MicroSoft Total MicroSoft Search Leads % Total MicroSoft Search KBA % Keyword Cost (Spend Internal)
X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
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SUMPPCDealerTot al2 SUMPPCDealerTot al3 SUMPPCDealerTot al4 SUMPPCDealerTot al5 SUMPPCDealerTot al6 SUMPPCDealerTot al7 SUMPPCDealerTot al9 SUMPPCDealerTot al10 SUMPPCDealerTot al11 SUMPPCDealerTot al12 SUMPPCDealerTot al13 SUMPPCDealerTot al14 SUMPPCDealerTot al15 SUMPPCDealerTot al16 SUMPPCDealerTot al17 SUMPPCDealerTot al28 SUMPPCDealerTot al29 SUMPPCDealerTot al30 SUMPPCDealerTot al31 SUMPPCDealerTot al32 SUMPPCDealerTot al33
Keyword Cost (Spend External) Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal - % Diff Spend External - % % of Total DA Spend (External) Clicks CPC - Internal CPC - External CTR PPC Form Leads Form Conv. Rate PPC Form CPL - External PPC Phone Leads PPC Phone Conv. Rate PPC Total KBA - Schedule Appointment PPC Total KBA - Service Coupons PPC Total KBA - Parts Request PPC Total KBA - Service Inquiry PPC KBA - Totals Paid Search Accounts
X X X X X X X X X X X X X X X X X X X X X
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Dealer Results: PPC CInfo3 CInfo4 CData27 CChange23 PPCGoo2 PPCGoo3 PPCGoo5 PPCGoo6 PPCGoo8 PPCGoo9 PPCGoo11 PPCGoo12 PPCGoo14 PPCGoo15 PPCGoo17 PPCGoo18 PPCGoo19 PPCGoo30 PPCGoo31 PPCYah2 PPCYah3 PPCYah5 PPCYah6 PPCYah8 PPCYah9 PPCYah11 PPCYah12 PPCYah14 PPCYah15 PPCYah17 PPCYah18 PPCYah19 PPCYah31 PPCMicro2 PPCMicro3 PPCMicro5
RPT- 015 Compare Dealer Results: PPC Aggregate3 Internal

for comparing dealer results RooftopID Rooftop Sales Person Analyst Impressions Clicks Avg. Position CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total Google Leads Total Google Conv Rate Total Google CPL External KBA - Google Totals CPC - External Impressions Clicks Avg. Position CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total Yahoo Leads Total Yahoo Conv Rate Total Yahoo CPL External CPC - External Impressions Clicks Avg. Position
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PPCMicro6 PPCMicro8 PPCMicro9 PPCMicro11 PPCMicro12 PPCMicro14 PPCMicro15 PPCMicro17 PPCMicro18 PPCMicro19 PPCMicro31 PPCDealerTotal2 PPCDealerTotal7 PPCDealerTotal8 PPCDealerTotal9 PPCDealerTotal11 PPCDealerTotal12 PPCDealerTotal13 PPCDealerTotal14 PPCDealerTotal16 PPCDealerTotal17 PPCDealerTotal19 PPCDealerTotal20 PPCDealerTotal21 PPCDealerTotal32 SUMPPCDealerTot al1 SUMPPCDealerTot al2 SUMPPCDealerTot al3 SUMPPCDealerTot al4 SUMPPCDealerTot al5 SUMPPCDealerTot al6 SUMPPCDealerTot al7 SUMPPCDealerTot al9 SUMPPCDealerTot al10 SUMPPCDealerTot al11 SUMPPCDealerTot al12
CTR Keyword Cost (Spend External) % of PPC Spend (External) Form Leads Form Conv. Rate Phone Leads Phone Conv. Rate Total MicroSoft Leads Total MicroSoft Conv Rate Total MicroSoft CPL External CPC - External Keyword Cost (Spend External) % of Total DA Spend (External) Impressions Clicks CPC - External CTR PPC Form Leads Form Conv. Rate PPC Phone Leads PPC Phone Conv. Rate Total PPC Leads Total PPC Conv Rate Total PPC CPL - External KBA - Totals Keyword Cost (Spend Internal) Keyword Cost (Spend External) Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal - % Diff Spend External - % % of Total DA Spend (External) Clicks CPC - Internal CPC - External CTR
X X X X X X X X X X X
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SUMPPCDealerTot al13 SUMPPCDealerTot al14 SUMPPCDealerTot al15 SUMPPCDealerTot al16 SUMPPCDealerTot al17 SUMPPCDealerTot al28 SUMPPCDealerTot al29 SUMPPCDealerTot al30 SUMPPCDealerTot al31 SUMPPCDealerTot al32
PPC Form Leads Form Conv. Rate PPC Form CPL - External PPC Phone Leads PPC Phone Conv. Rate PPC Total KBA - Schedule Appointment PPC Total KBA - Service Coupons PPC Total KBA - Parts Request PPC Total KBA - Service Inquiry PPC KBA - Totals
X X X X X X X X X X

Data Row Column SUMPPCGoo1 SUMPPCYah1 SUMPPCMicro 1 SUMPPCGoo3 2 SUMPPCGoo3 3 SUMPPCGoo3 4 SUMPPCYah3 2 SUMPPCYah3 3 SUMPPCYah3 4
RPT- 016 Search Marketing Partner Report Partner1 Partner, Internal

Data Keyword Cost (Spend Internal) Keyword Cost (Spend Internal) Keyword Cost (Spend Internal) Total Accounts # - Google Total Search Accounts % Google Total Aggregate Search Clicks % - Google Total Accounts # - Yahoo Total Search Accounts % Yahoo Total Aggregate Search Clicks % - Yahoo Grap h X X X X X X X X X Link
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SUMPPCMicro 32 SUMPPCMicro 33 SUMPPCMicro 34
Total Accounts # - MicroSoft Total Search Accounts % MicroSoft Total Aggregate Search Clicks % - MicroSoft
X X X
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Data Row CData27 CChange23 CChange26 SUMCChange1 SUMCChange2 SUMCChange3 SUMCChange4 SUMCChange6 SUMCChange7 SUMCChange8 SUMCChange9 SUMCChange11 SUMCChange12 SUMCChange13 SUMCChange14 SUMCChange16 SUMCChange17 SUMCChange18 SUMCChange19 SUMCChange20 SUMCChange21 SUMCChange22 SUMDealerTotal1
RPT- 017 Analyst, VMR, Sales Dashboard Analyst1 Internal

Data Column Sales Person Analyst VMAR Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change Display External (+ / -) Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New Audio Spend Internal New Mgmt Fee (+ / -) Mgmt Fee New MS Fee (+ / -) MS Fee New Total Contract Spend External New Total Contract Spend Internal New Total Contract w Mgmt New Total Spend X X X X X X X X X X X X Grap h Link Sales2 Analys t2 VMAR 2
X X X X X
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SUMDealerTotal2 SUMDealerTotal3 SUMDealerTotal4 SUMDealerTotal5 SUMDealerTotal6 SUMCInfo1Analyst SUMCInfo3Analyst SUMCamData2Analyst SUMPPCDealerTotal33A nalyst SUMCData6Analyst SUMCData25Analyst
Internal Total Spend External Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal -% Diff Spend External -% Group ID: Sum Analyst RooftopID: Sum Analyst Campaign type: Sum Analyst Paid Search Accounts 30-Day Quit Notice Rcvd: Sum Analyst Total Contract w Mgmt: Sum Analyst
X X X X X X X X X X X
RPT- 018 Analyst, VMR, Sales Detail Analyst2 Internal

analyst report detail by rooftop Group ID Groups RooftopID Rooftop OEM Sales Person Analyst Analyst Change Reason VMAR Total Spend Internal Total Spend External Diff Spend Internal - $ Amount Diff Spend External - $ Amount
Analyst / VMAR / Sales Detail CInfo1 CInfo2 CInfo3 CInfo4 CInfo5 CData27 CChange23 CChange24 CChange26 DealerTotal1 DealerTotal2 DealerTotal3 DealerTotal4
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DealerTotal5 DealerTotal6 CChange25 SUMCChange1 SUMCChange2 SUMCChange3 SUMCChange4 SUMCChange6 SUMCChange7 SUMCChange8 SUMCChange9 SUMCChange11 SUMCChange12 SUMCChange13 SUMCChange14 SUMCChange16 SUMCChange17 SUMCChange18 SUMCChange19 SUMCChange20 SUMCChange21 SUMCChange22 SUMDealerTotal1 SUMDealerTotal2 SUMDealerTotal3 SUMDealerTotal4
Diff Spend Internal -% Diff Spend External - % DA Team Comments Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change Display External (+ / -) Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New Audio Spend Internal New Mgmt Fee (+ / -) Mgmt Fee New MS Fee (+ / -) MS Fee New Total Contract Spend External New Total Contract Spend Internal New Total Contract w Mgmt New Total Spend Internal Total Spend External Diff Spend Internal - $ Amount Diff Spend
X X X X X X X X X X X X X X X X X X X X X X X
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SUMDealerTotal5 SUMDealerTotal6 SUMCInfo1Analyst SUMCInfo3Analyst SUMCamData2Analyst SUMPPCDealerTotal33A nalyst SUMCData6Analyst SUMCData25Analyst
External - $ Amount Diff Spend Internal -% Diff Spend External - % Group ID: Sum Analyst RooftopID: Sum Analyst Campaign type: Sum Analyst Paid Search Accounts 30-Day Quit Notice Rcvd: Sum Analyst Total Contract w Mgmt: Sum Analyst
X X X X X X X X
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ID: Category:
RPT-020 Co-Op Funding Report (FORD)
Description: This report will assist the dealers in filing a claim to recoup co-op funding when eligible and available. The follow fields will need to be reported: DEALER INFORMATION Dealer code Dealer Name Contact first name Contact last name Email address Address City, State, Zip Phone Fax CLAIM INFORMATION Claim ID Ad ID Submit Date Start Date End Date Media Type Media Source Ad Cost Ad Size Ad Count Claimed Amount Approved Amount Paid Date Paid Amount STATUS INFORMATION Status Name Effective Date Status log notes
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ID: RPT-021 Category: Performance Benchmark Report Description: This report will be used to benchmark our customers against everyone else in the program. This is will similar to the Outsell benchmark reports we get with the eNewsletter tool. It involves calculating an aggregated total of all dealers performance in the Digital Advertising program, and comparing the average against each individual dealers performance. Owner: BZ Development
ID: Category:
RPT-022 Creative Benchmark Report
Description: This report will be used to benchmark creative performance. It involves calculating an aggregated total of all creative performance in the Digital Advertising program, and comparing the average against each individual dealers creative performance. Owner: BZ Development
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2. Standard and Custom Report Generator

This section covers the user interface requirements for both generating standard reports and custom reports.
UI - 001 Standard Report Interface There will be a list of standard reports that will be pulled on a regular basis. We would like to have an interface that allows us to select the report we want to run from a drop down list of standard reports, defined in Section One of this document. We want the drop down table to be in this format:
Category Group Dashboard Dealer Dashboard Internal billing report x Dealer Group x x x x OEM Partner Internal x x x
Report ID Group1 Dealer1 Aggregate 1
We want the interface to have the user select:
o The date range we want to run the report for (fill in the range) o Select from the following constituents, which will then determine
the reports and fields within each report that they can view:
Dealership Group OEM Partner Internal (analyst/VMR)
Advanced settings: we want to be able to select all the following data items, or using a check-box interface, select ONLY the fields we want to pull, for the following:
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1. Level of data: Google, Yahoo, MSN, DoubleClick, Google Audio
2. Attributes:
TBD
3. Performance Statistics: a. Impressions b. Clicks c. Invalid clicks d. Invalid click rate e. CTR f. Average CPC g. Impression Share h. Lost IS (?) i. j. l. Lost IS (Budget) Exact Match IS Average Position
k. Cost
4. Meta Data: (list fields here from before) a. By Analyst b. By Sales person 5. View (Units of time) We want to be able to then SORT by a specific field, and FILTER the data based upon data element value.
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We want to be asked to: Name the report Save the report template Schedule the report to run automatically at a specified time period (ie. Day, week, month, etc) Automatic email: have the report automatically emailed to a specified list of recipients once it is run. Rationale: Owner: This will greatly automate the current reporting process. BZ Development
UI - 002 Custom Report Interface We would like to be able to generate custom reports for our clients when they ask for specific data not found in one of our standard reports. Credentials will determine which fields the user may see in resulting report. Credentials would include categories such as: Dealer Group OEM Partner Internal Once the credentials are entered and validated, the user would then be presented with the list of data elements they have permission to view and report. (See Section 3 for list of fields)
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To run reports, we want to:
Select multiple search criteria category (any database field)
Be asked to check if we want a fast search (first 25 records will show to determine if this is the report we really want to run) or a detailed search (will generate entire report) Be able to save the search criteria for future use, Be able to save the resulting data to a .xls or .pdf file. Define search criteria using search logic variables including: o o o o o o All = > < Like Not Like
Rationale:
This will allow us to fulfill custom requests easily from our dealer customers. BZ Development
Owner:
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3. Data Tables
This section covers the requirements for a reporting database that will be used to store data pulled through our partner APIs, as well as calculate and summary data we will be storing and updating on a daily basis.
ID: Category:
Data Row CInfo1 CInfo2 CInfo3 CInfo4
DB 001 Client Data

Sample data bzres2648 Herb Chambers bz1234 Herb Chambers Mercedes Smart Ford Lincoln Mercury Ford NE Zone 5 RI Inactive Dennis Nelms Dennis Nelms 479-251-2175 Formula Future data source Synergy Current Data Source Synergy / Manual
Data Column Group ID Groups RooftopID Rooftop
CInfo5 CInfo6 CInfo7 CInfo8 CInfo9 CInfo10 CInfo11 CInfo12 CInfo13
OEM Make Regions - BZ Sales Region Manufacturer State Status - toggle active / inactive Contact Decision Maker Contact Phone
Synergy Synergy Synergy Synergy Synergy Synergy Synergy Synergy Synergy
DA Team DA Team DA Team
DA Team DA Team DA Team DA Team
Description: This table stores standard client/account information. Owner: BZ Development
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ID: Category:
Category
DB 002 Campaign Data

Example Data Formula Source Future
DA Team Synergy Synergy
Data Columns in the database

Site Campaign type Offer
Source Current
Notes
CamData1 CamData2 CamData3
MS / BZ / DA / Dealer Connection trade in / test drive / offer $500
each offer should be a separate campaign
CamData4 CamData5 CamData6 CamData7
MS Design Microsite URL Tracking Phone Model
b herbchambers.co m/honda/trade-in 8882322115 Ford Mustang
Synergy Synergy DA Team Synergy
Description: This table stores campaign-specific information, relevant to a particular dealer. Owner: BZ Development
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ID: Category:
Category
DB 003 Contract Data

DA Team DA Team CData2CData1 Calculated DA Team CData4CData1 DA Team DA Team CData7CData4 DA Team DA Team DA Team (drop down paid, concession, free) (cascades to dealer reports) DA Team DA Team

Contract Start Date Contract Forecasted End Date Contract Term Go Live Date Go Live Time Frame 30-Day Quit Notice Rcvd Actual End Date Total Months Live Cancel Reason (menu) Contract Type PPC Spend External PPC Markup PPC Spend Internal Display Spend External Display Markup Display Spend Internal Audio Spend External Audio
Source Current
DA Team Calculated DA Team DA Team
Notes
CData1 CData2 CData3 CData4 CData5 CData6 CData7 CData8 CData9 CData10
5/14/2008 11/14/2008 6 months 6/14/2008 20 days 5/12/2008 6/12/2008 6/13/2008 leads paid - ford
send out an email when go live
CData11 CData12 CData13
$ 1,000.00 20% $ 800.00 $ 1,000.00 50% $ 500.00 $ 1,000.00 50% CData14 (CData14*C Data15) CData11 (CData11*C Data12)
DA Team DA Team Calculated
DA Team DA Team
DA Team DA Team
(cascades to dealer reports)
CData17 CData18
DA Team DA Team
DA Team DA Team
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CData19
Markup Audio Spend Internal Mgmt Fee MS Fee Contract Type (paid, concession, free) Total Contract Spend External Total Contract Spend Internal Total Contract w Mgmt
$ 500.00 $ 495.00 $ 495.00 paid
CData17 (CData17*C Data18)
Calculated
CData23
$ 3,000.00 $ 1,800.00 $ 3,990.00
CData11 + CData14 + CData17 CData13 + CData16 + CData19 CData11 + CData14 + CData17 + CData20 + CData21
Calculated
DA Team
CData24
Calculated
DA Team
CData25
Calculated
Comments from DA Team Sales Person Analyst
Description: This table stores ccontract-specific information, relevant to a particular dealer. Owner: BZ Development
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ID: Category:
Category
DB-004 Change Data

Example Data Formula Source Future DA Team Source Current Notes
Data Columns in the database Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change PPC Reason Budget Change Display External (+ / -) Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Display Reason Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New Audio Spend Internal New Budget Change Audio Reason
CChange1
$ 500.00 $ 400.00 CData38 (CData38*CData1 2) CChange1 + CData11 CChange2 + CData13
CChange2
Calculated
CChange3 CChange4 CChange5 CChange6
$ 1,500.00 $ 1,200.00 Good Results $ 500.00
Calculated Calculated DA Team DA Team
DA Team
(drop down)
CChange7
$ 250.00 $ 1,500.00 $ 750.00 Good Results
CChange6 (CChange6*CData 15) CChange8 + CData14 CChange7 + CData16
Calculated
CChange8 CChange9 CChange10
Calculated Calculated DA Team
DA Team
(drop down)
CChange11
$ 1,000.00 $ 500.00 $ 2,000.00 $ 1,000.00 Good Results CChange11 (CChange11*CDat a18) CChange11 + CData17 CChange12 + CData19
DA Team
CChange12
Calculated
DA Team
(drop down)
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CChange16
Mgmt Fee (+ / -)
-495
DA Team
for concession s, 3 motnh discount, etc
Mgmt Fee New MS Fee (+ / -) MS Fee New Total Contract Spend External New Total Contract Spend Internal New Total Contract w Mgmt New
$ 495 $ 990.00 $ 5,000.00 $ 2,950.00 $ 5,990.00
CChange16 + CData20 CChange18 + CData21 CChange3 + CChange8 + CChange13 CChange4 + CChange9 + CChange14 CChange3 + CChange8 + CChange13 + CChange17 + CChange19
Calculated DA Team Calculated
CChange21
add margin %
CChange22
Analyst Analyst Change Reason DA Team Comments VMAR
Jarrod client threatening to cancel dealer wants to focus on gas incentives
VMAR Sales
CChange26
Description: This table captures any changes to campaign information, and is captured monthly. Owner: BZ Development
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ID: Category:
Category
DB-005 PPC - Google

Exampl e Data 500 Formula Source Future Google API Google API Google API Google API Google API Google API Google API PPCGoo1 + (PPCGoo 1* CData12 ) PPCGoo8 / CChange 3 PPCGoo8 / CChange 20 Calculat ed Source Current Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center
Data - Columns in the database Keyword Cost (Spend Internal) Impressions
PPCGoo1
PPCGoo2
6,856 PPCGoo3 Clicks 418
PPCGoo4
CPC - Internal
$ 1.20 1.5
PPCGoo5
Avg. Position
PPCGoo6
CTR
6.10%
PPCGoo7
Top Keywords
PPCGoo8
Keyword Cost (Spend External)
top 20 keyword s by clicks 600
PPCGoo9
% of PPC Spend (External) % of Total DA Spend (External) Form Leads
40%
Calculat ed Calculat ed Omnitur e API Omnitur e Site Catlyst Calculat ed
PPCGoo10
12%
PPCGoo11
PPCGoo12
Form Conv. Rate
2.15%
PPCGoo1 1/ PPCGoo3
Calculat ed
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PPCGoo13
Form CPL External Phone Leads Phone Conv. Rate Phone CPL External Total Google Leads
$ 66.67 10 2.39% $ 60.00 19
PPCGoo8 / PPCGoo1 1
Calculat ed Call Source API Calculat ed Calculat ed Calculat ed Calculat ed Calculat ed Omnitur e API Omnitur e API Omnitur e API Omnitur e API Omnitur e API Omnitur e API Omnitur e API Omnitur e API Omnitur e API Omnitur e API Calculat ed
Calculat ed Call Source / Manual Calculat ed Calculat ed Calculat ed Calculat ed Calculat ed
PPCGoo14 PPCGoo15 PPCGoo16
PPCGoo17
PPCGoo18 PPCGoo19
Total Google Conv Rate Total Google CPL External KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - Google Totals
4.55% $ 31.58 5 7 8 4 2 6 1 5 4 3 45
PPCGoo1 4/ PPCGoo3 PPCGoo8 / PPCGoo1 4 PPCGoo1 1+ PPCGoo1 4 PPCGoo1 7/ PPCGoo3 PPCGoo8 / PPCGoo1 7
PPCGoo20 PPCGoo21 PPCGoo22 PPCGoo23 PPCGoo24 PPCGoo25 PPCGoo26 PPCGoo27 PPCGoo28 PPCGoo29 PPCGoo30
PPCGoo31
CPC - External
$ 1.44
PPCGoo20+PP CGoo21+PPCG oo22+ PPCGoo23+PP CGoo24+ PPCGoo25+PP CGoo26+PPCG oo27+ PPCGoo28+PP CGoo29+PPCG oo30 PPCGoo4 +
Calculat ed
Omnitur e
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(PPCGoo 4* CData12 ) PPCGoo32 Google Account ID 123456 Google API
Search Center
Description: This table captures all Google-related analytical data. Owner: BZ Development
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ID: Category:
Category
DB-006 PPC Microsoft

Example Data 100 1, 500 120 $ 0.83 1.5 8.00% top 20 keywords by clicks 120 Formula Source - Future Source - Current
Data - Columns in the database Keyword Cost (Spend Internal) Impressions Clicks CPC - Internal Avg. Position CTR Top Keywords Keyword Cost (Spend External) % of PPC Spend (External) % of Total DA Spend (External) Form Leads
PPCMicro1 PPCMicro2 PPCMicro3 PPCMicro4 PPCMicro5 PPCMicro6 PPCMicro7 PPCMicro8
MicroSoft API MicroSoft API MicroSoft API MicroSoft API MicroSoft API MicroSoft API MicroSoft API PPCMicr o1 + (PPCMicro1 * CData12 ) PPCMicr o8 / CChange3 PPCMicr o8 / CChange20 Calculated
Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center
PPCMicro9 PPCMicro1 0 PPCMicro1 1 PPCMicro1 2 PPCMicro1 3 PPCMicro1 4 PPCMicro1 5 PPCMicro1 6 PPCMicro1 7 PPCMicro1 8
8% 2% 3
Calculated Calculated Omniture API Omniture Site Catlyst
Form Conv. Rate Form CPL - External Phone Leads Phone Conv. Rate Phone CPL External Total MicroSoft Leads Total MicroSoft Conv Rate
2.50% $ 40.00 4 3.33% $ 30.00 7 5.83%
PPCMicr o11 / PPCMicro3 PPCMicr o8 / PPCMicro11
Calculated Calculated Call Source API
Calculated Calculated Call Source / Manual Calculated Calculated Calculated Calculated
PPCMicr o14 / PPCMicro3 PPCMicr o8 / PPCMicro14 PPCMicr o11 + PPCMicro14 PPCMicr o17 / PPCMicro3
Calculated Calculated Calculated Calculated
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PPCMicro1 9 PPCMicro2 0 PPCMicro2 1 PPCMicro2 2 PPCMicro2 3 PPCMicro2 4 PPCMicro2 5 PPCMicro2 6 PPCMicro2 7 PPCMicro2 8 PPCMicro2 9 PPCMicro3 0
Total Microsoft CPL - External KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - MicroSoft Totals
$ 17.14 5 7 8 4 2 6 1 5 4 3 45
PPCMicr o8 / PPCMicro17
Calculated Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API
Calculated
PPCMicro3 1 PPCMicro3 2
CPC - External
$ 1.00 123456
PPCMicr o20+PPCMicr o21+ PPCMicr o22+PPCMicr o23+ PPCMicr o24+PPCMicr o25+ PPCMicr o26+PPCMicr o27+ PPCMicr o28+PPCMicr o29+ PPCMicr o30 PPCMicr o4 + (PPCMicro4 * CData12 )
Calculated
Calculated
Omniture Search Center
MicroSoft Account ID
MicroSoft API
Description: This table captures all of the PPC information for Microsoft network ad placements. Owner: BZ Development
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ID: Category:
DB-007 Display advertising summary data
Category Display1
Data - Columns in the database Advertiser
Example Data Herb Connolly (1820523) Herb Connolly Acura $250 off Specific Media
Formula
Source Future DoubleClick API DoubleClick API DoubleClick API DoubleClick API
Display2
Campaign Name
Display3
Ad Network
Display4
Impressions (detail)
150,000
Display5
Clicks
120
DoubleClick API CChange8 / Display4 Display6 * 1,000 CChange9 / Display5 Calculated Calculated Calculated
Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center Omnitur e Search Center
Display6 Display7 Display8
Cost Per Impression External CPM - Cost Per Thousand - External CPC - Internal
$ $ $
0.01 10.00 6.25
Display9
CTR
0.00
Display5 / Display4
DoubleClick API Calculated Omniture API
Omnitur e Search Center Omnitur e Search Center
Display10 Display11
% of Total DA Spend (External) Form Leads
30% 3
CChange6 / CChange20
Omnitur e Site Catlyst Calculat ed Calculat ed Call Source / Manual Calculat ed Calculat ed Calculat ed
Display12 Display13 Display14 Display15 Display16 Display17
Form Conv. Rate Form CPL Phone Leads Phone Conv. Rate Phone CPL Total Display Leads $ $
2.50% 500.00 4 3.33% 375.00 7
Display11 / Display5 CChange8 / Display11
Calculated Calculated Call Source API
Display14 / Display5 CChange8 / Display14 Display11 + Display14
Calculated Calculated Calculated
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Display18 Display19 Display20
Total Display Conv Rate Total Display CPL CPC - External
5.83% $ 214.29 12.5
Display17 / Display5 Display5 / Display17 CChange8 / Display5
Calculated Calculated Calculated
Calculat ed Calculat ed Omnitur e Search Center
Description: This table stores data related to display advertising activity. Owner: BZ Development
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ID: Category:
Categor y Audio1
DB-008 Google Audio summary data

Data - Columns in the database % of Spend Example Data 40% Formula Source Future Calculate d Source Current Calculated
Audio2 Audio3
Actual Spend Internal Spend - External
$ 957.00 $ 1,435.50
Audio2 + (Audio2 * Audio Markup)
Google API Calculate d
Google
Audio4 Audio5 Audio6 Audio7 Audio8 Audio9
Impressions Spots Cost Per Spot External Cost Per Impression External CPM - Cost Per Thousand - External top stations
25, 000 5 $ 287.10 $ 0.06 $ 57.42 top 20 stations by impressio ns Audio3 / Audio5 Audio3 / Audio4 Audio7 * 1,000
Google API Google API Calculate d Calculate d Calculate d Google API
Google Google
Google
Audio10
Google Account ID
Google API
Description: This table stores information regarding Google Audio ad placement Owner: BZ Development
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ID: Category:
Category
DB-009 PPC Aggregated Total, single dealer campaign

Example Data Formula Source Future Calculated Source Current Omniture Search Center Omniture Search Center diffence from contract to actual spend $ diffence from contract to actual spend $ diffence from contract to actual spend % diffence from contract to actual spend %
PPCDealerTota l1 PPCDealerTota l2 PPCDealerTota l3
Data Columns in the database Keyword Cost (Spend Internal) Keyword Cost (Spend External) Diff Spend Internal $ Amount
PPCGoo1 + PPCYah1 + PPCMicro1 800 PPCDealerTotal1 + PPCDealerTotal1 * CData12 ) PPCDealerTotal1 - CChange4 (400)
Calculated
960
Calculated
PPCDealerTota l4
Diff Spend External $ Amount
PPCDealerTotal2 - CChange3 (540)
Calculated
PPCDealerTota l5
Diff Spend Internal %
67%
PPCDealerTotal1 / CChange4
Calculated
PPCDealerTota l6
Diff Spend External %
64%
PPCDealerTotal2 / CChange3
Calculated
PPCDealerTota l7 PPCDealerTota l8 PPCDealerTota l9 PPCDealerTota l10 PPCDealerTota l11 PPCDealerTota l12
% of Total DA Spend (External) Impressio ns Clicks CPC Internal CPC External CTR
19%
PPCGoo8 / CChange20
Calculated
PPCGoo2 + PPCYah2 + PPCMicro2 10,3 56 688 $ 1.16 $ 1.40 6.64 % PPCGoo3 + PPCYah3 + PPCMicro3 PPCDealerTotal1 / PPCDealerTotal9 PPCDealerTotal2 / PPCDealerTotal9 PPCDealerTotal9 / PPCDealerTotal8
Calculated Calculated Calculated Calculated Calculated
Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center
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PPCDealerTota l13 PPCDealerTota l14
PPC Form Leads Form Conv. Rate PPC Form CPL External PPC Phone Leads PPC Phone Conv. Rate PPC Phone CPL External Total PPC Leads
15
PPCGoo11 + PPCYah11 + PPCMicro11 PPCDealerTotal13 / PPCDealerTotal9
Calculated
Omniture Site Catlyst Calculate d
will want to connect to crms
2.18 %
Calculated
PPCDealerTota l15
$ 64.0 0 18
PPCDealerTotal2 / PPCDealerTotal13
Calculated
Calculate d
PPCGoo14 + PPCYah14 + PPCMicro14 PPCDealerTotal16 / PPCDealerTotal9
Calculated
Call Source / Manual Calculate d
2.62 %
Calculated
PPCDealerTota l18
$ 53.3 3 33
Calculated
Calculate d
PPCDealerTota l19
PPCDealerTotal13 + PPCDealerTotal16
Calculated
Calculate d
PPCDealerTota l20
Total PPC Conv Rate
4.80 %
Calculated
Calculate d
PPCDealerTota l21
Total PPC CPL External PPC Total KBA Request a Quote PPC Total KBA Inventory PPC Total KBA Financing PPC Total KBA Trade-In Value PPC Total KBA Special Offers
$ 29.0 9 15
Calculated
Calculate d
PPCDealerTota l22 PPCDealerTota l23 PPCDealerTota l24 PPCDealerTota l25 PPCDealerTota l26
PPCGoo20 + PPCYah20 + PPCMicro20 PPCGoo21 + PPCYah21 + PPCMicro21 PPCGoo22 + PPCYah22 + PPCMicro22 PPCGoo23 + PPCYah23 + PPCMicro23 PPCGoo24 + PPCYah24 + PPCMicro24
Calculated
21
Calculated
24
Calculated
12
Calculated
Calculated
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PPCDealerTota l29 PPCDealerTota l30 PPCDealerTota l31 PPCDealerTota l32
PPC Total KBA Engaged Live Chats PPC Total KBA Schedule Appointme nt PPC Total KBA Service Coupons PPC Total KBA Parts Request PPC Total KBA Service Inquiry KBA Totals
18
PPCGoo25 + PPCYah25+ PPCMicro25 PPCGoo26 + PPCYah26 + PPCMicro26
Calculated
Calculated
15
PPCGoo27 + PPCYah27 + PPCMicro27 PPCGoo28 + PPCYah28 + PPCMicro28 PPCGoo29 + PPCYah29 + PPCMicro29 PPCGoo30 + PPCYah30 + PPCMicro30
Calculated
12
Calculated
Calculated
135
Calculated
Description: PPC Totals for a single dealer: aggregated total of the PPC vendors below Owner: BZ Development
ID: Category:
Category
DB-010 Single dealer campaign aggregated totals from all outlets

Examp le Data 2,507 Formula Source Future CChange9 + Audio2 + PPCDealerTotal1 CChange8 + Audio3 + PPCDealerTotal2 CChange21 - DealerTotal1 443 CChange20 - DealerTotal2 1,105 Calculate d Calculate d Calculate d Calculate d Source Current Notes
DealerTotal1
Data Columns in the database Total Spend Internal Total Spend External Diff Spend Internal $ Amount Diff Spend External $ Amount
DealerTotal2
3,896
Omnitur e Search Center Omnitur e Search Center difference from contract to actual spend $ diffeerence from contract to actual spend $
DealerTotal3
DealerTotal4
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DealerTotal5
Diff Spend Internal % Diff Spend External % Impressio ns Clicks
82%
(DealerTotal1 - DealerTotal3) / DealerTotal1
Calculate d
difference from contract to actual spend % difference from contract to actual spend % Omnitur e Search Center Omnitur e Search Center Omnitur e Site Catlyst Calculat ed Calculat ed Call Source / Manual Calculat ed Calculat ed
DealerTotal6
72%
(DealerTotal2 - DealerTotal4) / DealerTotal2 Display4 + PPCDealerTotal8
Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d
DealerTotal7
1 60,35 6 808
DealerTotal8
Display5 + PPCDealerTotal9
DealerTotal9
Total Form Leads Form Conv. Rate Total Form CPL - External Total Phone Leads Total Phone Conv. Rate Total Phone CPL - External Total Leads Total Conv Rate Total CPL - External Total KBA - Request a Quote Total KBA Inventory Total KBA Financing
18
will want to connect to crms
DealerTotal1 0 DealerTotal1 1 DealerTotal1 2 DealerTotal1 3 DealerTotal1 4
2.23% $ 216.4 2 22
Display9 / Display8 DealerTotal2 / DealerTotal9
2.72%
DealerTotal12 / DealerTotal8
$ 177.07
DealerTotal1 5 DealerTotal1 6 DealerTotal1 7 DealerTotal1 8 DealerTotal1 9 DealerTotal2 0
40
DealerTotal9 + DealerTotal12
Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d
Calculat ed Calculat ed Calculat ed
4.95%
DealerTotal15 + DealerTotal8
$ 97.39 20
DealerTotal2 / DealerTotal15
12
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DealerTotal2 1 DealerTotal2 2 DealerTotal2 3 DealerTotal2 4 DealerTotal2 5 DealerTotal2 6 DealerTotal2 7 DealerTotal2 8 DealerTotal2 9
Total KBA - Trade-In Value Total KBA - Special Offers Total KBA - Engaged Live Chats Total KBA - Schedule Appointme nt Total KBA - Service Coupons Total KBA - Parts Request Total KBA - Service Inquiry Total KBA - Grand Totals Dealer Total Margin
18
Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d Calculate d
15
12
15.1
24691 2 180
36%
1 - (DealerTotal1 / DealerTotal2)
Description: Single Dealer Campaign All Outlets Aggregated Owner: BZ Development
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ID: Category:
Category
DB-011 Aggregated totals table for management

Example Data Formula Source Future Source Current Notes
Data - Columns in the database
SUMCChange1 SUMCChange2 SUMCChange3 SUMCChange4 SUMCChange6 SUMCChange7 SUMCChange8 SUMCChange9 SUMCChange1 1 SUMCChange1 2 SUMCChange1 3 SUMCChange1 4 SUMCChange1 6
Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change Display External (+ / -) Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New Audio Spend Internal New Mgmt Fee (+ / -)
$ $ $ $ $ $ $ $ $
500.00 486.39 522.00 663.45 500.00 475.25 540.00 572.64 1,000.00
SUM: CChange1 SUM: CChange2 SUM: CChange3 SUM: CChange4 SUM: CChange6 SUM: CChange7 SUM: CChange8 SUM: CChange9 SUM: CChange11 SUM: CChange12 SUM: CChange13 SUM: CChange14 SUM: CChange16
Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated DA Team DA Team DA Team
$(11,000.00) $ 1,020.00
$(10,994.00) -495
SUMCChange1 7 SUMCChange1 8 SUMCChange1 9 SUMCChange2 0 SUMCChange2 1 SUMCChange2 2
(477.00) 495
SUM: CChange17 SUM: CChange18 SUM: CChange19 SUM: CChange20 SUM: CChange21 SUM: CChange22
Calculated Calculated Calculated Calculated Calculated Calculated
$ $
498.00 2,082.00
$ (9,757.91) $ 2,103.00
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SUMPPCGoo1 SUMPPCGoo2 SUMPPCGoo3 SUMPPCGoo4 SUMPPCGoo6 SUMPPCGoo8 SUMPPCGoo9 SUMPPCGoo10 SUMPPCGoo11
Keyword Cost (Spend Internal) Impressions Clicks CPC - Internal CTR Keyword Cost (Spend External) % of PPC Spend (External) % of Total DA Spend (External) Form Leads
500.00 6,856 418
SUM: PPCGoo1 SUM: PPCGoo2 SUM: PPCGoo3 PPCGoo1 / PPCGoo3 PPCGoo3 / PPCGoo2 SUM: PPCGoo8 SUM: PPCGoo9 SUM: PPCGoo10 SUMPPCGoo11
Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated
1.20 6.10% 600 40% 12% 9
Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center
Omniture Site Catlyst Calculated Calculated Call Source / Manual Calculated Calculated Calculated Calculated Calculated
SUMPPCGoo12 SUMPPCGoo13 SUMPPCGoo14 SUMPPCGoo15 SUMPPCGoo16 SUMPPCGoo17 SUMPPCGoo18 SUMPPCGoo19 SUMPPCGoo20 SUMPPCGoo21 SUMPPCGoo22 SUMPPCGoo23 SUMPPCGoo24 SUMPPCGoo25
Form Conv. Rate Form CPL External Phone Leads Phone Conv. Rate Phone CPL External Total Google Leads Total Google Conv Rate Total Google CPL - External KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats $
2.15% 66.67 10 2.39% $ 60.00 19 4.55% $ 31.58 5 7 8 4 2 6
SUMPPCGoo11 / SUMPPCGoo3 SUMPPCGoo8 / SUMPPCGoo11 SUM: PPCGoo14 SUMPPCGoo14 / SUMPPCGoo3 SUMPPCGoo8 / SUMPPCGoo14 SUM: PPCGoo17 SUMPPCGoo17 / SUMPPCGoo3 SUMPPCGoo8 / SUMPPCGoo17 SUM: PPCGoo20 SUM: PPCGoo21 SUM: PPCGoo22 SUM: PPCGoo23 SUM: PPCGoo24 SUM: PPCGoo25
Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated
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SUMPPCGoo26 SUMPPCGoo27 SUMPPCGoo28 SUMPPCGoo29 SUMPPCGoo30 SUMPPCGoo31 SUMPPCGoo32 SUMPPCGoo33
KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - Google Totals CPC - External Total Accounts # - Google Total Search Accounts % Google Total Aggregate Search Clicks % - Google Total Google Search Leads %
1 5 4 3 500 $ 1.44 900 901
SUM: PPCGoo26 SUM: PPCGoo27 SUM: PPCGoo28 SUM: PPCGoo29 SUM: PPCGoo30 SUM: PPCGoo31 SUM: PPCGoo32 SUM: PPCGoo32 / SUMPPCDealerTot al33 SUMPPCGoo3 / SUMPPCDealerTot al9 SUMPPCGoo17 / SUMPPCDealerTot al19 SUMPPCGoo30 / SUMPPCDealerTot al32
Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Omniture Search Center Calculated Calculated
SUMPPCGoo34
50%
Calculated
Calculated
SUMPPCGoo35
904
Calculated
Calculated
SUMPPCGoo36
Total Google Search KBA %
904
Calculated
Calculated
SUMPPCYah1 SUMPPCYah2 SUMPPCYah3 SUMPPCYah4 SUMPPCYah6 SUMPPCYah8 SUMPPCYah9 SUMPPCYah10 SUMPPCYah11
500.00 6,856 418
SUM: PPCYah1 SUM: PPCYah2 SUM: PPCYah3 PPCYah1 / PPCYah3 PPCYah3 / PPCYah2 SUM: PPCYah8 SUM: PPCYah9 SUM: PPCYah10 SUMPPCYah11
1.20 6.10% 600 40% 12% 9
Omniture Site Catlyst
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SUMPPCYah12 SUMPPCYah13 SUMPPCYah14 SUMPPCYah15 SUMPPCYah16 SUMPPCYah17 SUMPPCYah18 SUMPPCYah19 SUMPPCYah20 SUMPPCYah21 SUMPPCYah22 SUMPPCYah23 SUMPPCYah24 SUMPPCYah25 SUMPPCYah26 SUMPPCYah27 SUMPPCYah28 SUMPPCYah29 SUMPPCYah30 SUMPPCYah31 SUMPPCYah32 SUMPPCYah33
Form Conv. Rate Form CPL External Phone Leads Phone Conv. Rate Phone CPL External Total Yahoo Leads Total Yahoo Conv Rate Total Yahoo CPL - External KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - Yahoo Totals CPC - External Total Accounts # - Yahoo Total Search Accounts % Yahoo Total Aggregate Search Clicks % - Yahoo $
2.15% 66.67 10 2.39% $ 60.00 19 4.55% $ 31.58 5 7 8 4 2 6 1 5 4 3 500 $ 1.44 900 901
SUMPPCYah11 / SUMPPCYah3 SUMPPCYah8 / SUMPPCYah11 SUM: PPCYah14 SUMPPCYah14 / SUMPPCYah3 SUMPPCYah8 / SUMPPCYah14 SUM: PPCYah17 SUMPPCYah17 / SUMPPCYah3 SUMPPCYah8 / SUMPPCYah17 SUM: PPCYah20 SUM: PPCYah21 SUM: PPCYah22 SUM: PPCYah23 SUM: PPCYah24 SUM: PPCYah25 SUM: PPCYah26 SUM: PPCYah27 SUM: PPCYah28 SUM: PPCYah29 SUM: PPCYah30 SUM: PPCYah31 SUM: PPCYah32 SUM: PPCYah32 / SUMPPCDealerTot al33 SUMPPCYah3 / SUMPPCDealerTot al9
Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated
Calculated Calculated Call Source / Manual Calculated Calculated Calculated Calculated Calculated
Omniture Search Center Calculated Calculated
SUMPPCYah34
50%
Calculated
Calculated
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SUMPPCYah35
Total Yahoo Search Leads %
904
SUMPPCYah17 / SUMPPCDealerTot al19 SUMPPCYah30 / SUMPPCDealerTot al32
Calculated
Calculated
SUMPPCYah36
Total Yahoo Search KBA %
904
Calculated
Calculated
SUMPPCMicro 1 SUMPPCMicro 2 SUMPPCMicro 3 SUMPPCMicro 4 SUMPPCMicro 6 SUMPPCMicro 8 SUMPPCMicro 9 SUMPPCMicro 10 SUMPPCMicro 11 SUMPPCMicro 12 SUMPPCMicro 13
500.00 6,856 418
SUM: PPCMicro1 SUM: PPCMicro2 SUM: PPCMicro3 PPCMicro1 / PPCMicro3 PPCMicro3 / PPCMicro2 SUM: PPCMicro8 SUM: PPCMicro9 SUM: PPCMicro10 SUMPPCMicro11
1.20 6.10% 600 40% 12% 9
Omniture Site Catlyst Calculated
Form Conv. Rate
2.15%
SUMPPCMicro11 / SUMPPCMicro3 SUMPPCMicro8 / SUMPPCMicro11
Calculated
Form CPL External
66.67
Calculated
Calculated
SUMPPCMicro 14 SUMPPCMicro 15 SUMPPCMicro 16
Phone Leads Phone Conv. Rate Phone CPL External $
10 2.39%
SUM: PPCMicro14 SUMPPCMicro14 / SUMPPCMicro3 SUMPPCMicro8 / SUMPPCMicro14
Calculated Calculated
Call Source / Manual Calculated
60.00
Calculated
Calculated
SUMPPCMicro 17 SUMPPCMicro 18
Total MicroSoft Leads Total MicroSoft Conv Rate
19 4.55%
SUM: PPCMicro17 SUMPPCMicro17 / SUMPPCMicro3
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SUMPPCMicro 19
Total MicroSoft CPL - External
31.58
SUMPPCMicro8 / SUMPPCMicro17
Calculated
Calculated
SUMPPCMicro 20 SUMPPCMicro 21 SUMPPCMicro 22 SUMPPCMicro 23 SUMPPCMicro 24 SUMPPCMicro 25 SUMPPCMicro 26 SUMPPCMicro 27 SUMPPCMicro 28 SUMPPCMicro 29 SUMPPCMicro 30 SUMPPCMicro 31 SUMPPCMicro 32 SUMPPCMicro 33
KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - MicroSoft Totals CPC - External Total Accounts # - MicroSoft Total Search Accounts % MicroSoft Total Aggregate Search Clicks % - MicroSoft Total MicroSoft Search Leads %
5 7 8 4 2 6 1 5 4 3 500 $ 1.44 900 901
SUM: PPCMicro20 SUM: PPCMicro21 SUM: PPCMicro22 SUM: PPCMicro23 SUM: PPCMicro24 SUM: PPCMicro25 SUM: PPCMicro26 SUM: PPCMicro27 SUM: PPCMicro28 SUM: PPCMicro29 SUM: PPCMicro30 SUM: PPCMicro31 SUM: PPCMicro32 SUM: PPCMicro32 / SUMPPCDealerTot al33 SUMPPCMicro3 / SUMPPCDealerTot al9 SUMPPCMicro17 / SUMPPCDealerTot al19 SUMPPCMicro30 / SUMPPCDealerTot al32
Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Calculated Omniture Search Center Calculated Calculated
SUMPPCMicro 34 SUMPPCMicro 35
50% 904
SUMPPCMicro 36
Total MicroSoft Search KBA %
904
Calculated
Calculated
SUMDisplay3 SUMDisplay4 SUMDisplay5
Ad Network Impressions (detail) Clicks
Specific Media 150,000 120
SUM: Display3 SUM: Display4 SUM: Display5
DoubleClick API DoubleClick API DoubleClick API
Omniture Search Center Omniture Search Center Omniture Search
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Center SUMDisplay6 SUMDisplay7 SUMDisplay8 SUMDisplay9 SUMDisplay10 SUMDisplay11 Cost Per Impression External CPM - Cost Per Thousand External CPC - Internal CTR % of Total DA Spend (External) Form Leads $ $ $ $ 0.00 0% 3 SUM: Display6 SUM: Display7 SUM: Display8 SUM: Display9 SUM: Display10 SUM: Display11 Calculated Calculated Calculated DoubleClick API Calculated Omniture API Calculated Omniture Site Catlyst Calculated Omniture Search Center Omniture Search Center
SUMDisplay12
Form Conv. Rate
2.50%
SUMDisplay11 / SUMDisplay5 CChange8 / SUMDisplay11
SUMDisplay13 SUMDisplay14 SUMDisplay15
Form CPL Phone Leads Phone Conv. Rate Phone CPL Total Display Leads Total Display Conv Rate Total Display CPL KBA - Request a Quote KBA - Inventory KBA - Financing KBA - Trade-In Value KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment
4 3.33%
Calculated Call Source API
Calculated Call Source / Manual Calculated
SUMDisplay14 / SUMDisplay5 CChange8 / SUMDisplay14 SUMDisplay11 + SUMDisplay14 SUMDisplay17 / SUMDisplay5 SUMDisplay5 / SUMDisplay17
Calculated
SUMDisplay16 SUMDisplay17
SUMDisplay18
5.83%
Calculated
Calculated
SUMDisplay19
Calculated
Calculated
SUMDisplay20 SUMDisplay21 SUMDisplay22 SUMDisplay23 SUMDisplay24 SUMDisplay25 SUMDisplay26
5 7 8 4 2 6 1
SUM: Display20 SUM: Display21 SUM: Display22 SUM: Display23 SUM: Display24 SUM: Display25 SUM: Display26
Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API
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SUMDisplay27 SUMDisplay28 SUMDisplay29 SUMDisplay30 SUMDisplay31
KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - Display Totals CPC - External
5 4 3 500 0
SUM: Display27 SUM: Display28 SUM: Display29 SUM: Display30 CChange8 / SUMDisplay5
Omniture API Omniture API Omniture API Calculated Calculated Omniture Search Center
Description: Aggregated Totals - data for management / role-ups Owner: BZ Development ID: Category:
Category SUMPPCDealerTot al1 SUMPPCDealerTot al2 SUMPPCDealerTot al3
DB-012 Single dealer, aggregated PPC totals

Data - Columns in the database Keyword Cost (Spend Internal) Keyword Cost (Spend External) Diff Spend Internal $ Amount Example Data 800 960 Formula SUM: PPCDealerTotal1 SUM: PPCDealerTotal2 SUMPPCDealerTot al1 SUMCChange4 SUMPPCDealerTot al2 SUMCChange3 SUMPPCDealerTot al1 / SUMCChange4 SUMPPCDealerTot al2 / SUMCChange3 SUMPPCGoo8 / SUMCChange20 SUMPPCGoo2 + SUMPPCYah2 + SUMPPCMicro2 Source Future Calculate d Calculate d Calculate d Source Current Omniture Search Center Omniture Search Center difference from contract to actual spend $ difference from contract to actual spend $ difference from contract to actual spend % difference from contract to actual spend % Notes
SUMPPCDealerTot al4
Diff Spend External - $ Amount
Calculate d
SUMPPCDealerTot al5
Diff Spend Internal %
Calculate d
SUMPPCDealerTot al6
Diff Spend External -%
Calculate d
SUMPPCDealerTot al7 SUMPPCDealerTot al8
% of Total DA Spend (External) Impressions
0 10 ,356
Calculate d Calculate d Omniture Search Center
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SUMPPCDealerTot al9 SUMPPCDealerTot al10 SUMPPCDealerTot al11
Clicks 688 CPC - Internal 1 CPC - External 1
SUMPPCGoo3 + SUMPPCYah3 + SUMPPCMicro3 SUMPPCDealerTot al1 / SUMPPCDealerTot al9 SUMPPCDealerTot al2 / SUMPPCDealerTot al9 SUMPPCDealerTot al9 / SUMPPCDealerTot al8 SUMPPCGoo11 + SUMPPCYah11 + SUMPPCMicro11
Calculate d Calculate d Calculate d
Omniture Search Center Omniture Search Center Omniture Search Center Omniture Search Center Omniture Site Catlyst will want to connect to crms
SUMPPCDealerTot al12
CTR 0
Calculate d
PPC Form Leads 15
Calculate d
Form Conv. Rate 0
SUMPPCDealerTot al13 / SUMPPCDealerTot al9 SUMPPCDealerTot al2 / SUMPPCDealerTot al13 SUMPPCGoo14 + SUMPPCYah14 + SUMPPCMicro14
Calculate d
Calculated
PPC Form CPL External
64
Calculate d
Calculated
PPC Phone Leads 18
Calculate d
Call Source / Manual
PPC Phone Conv. Rate
SUMPPCDealerTot al16 / SUMPPCDealerTot al9 SUMPPCDealerTot al2 / SUMPPCDealerTot al16 SUMPPCDealerTot al13 + SUMPPCDealerTot al16 SUMPPCDealerTot al19 / SUMPPCDealerTot al9
Calculate d
Calculated
PPC Phone CPL External
53
Calculate d
Calculated
Total PPC Leads 33
Calculate d
Calculated
Total PPC Conv Rate
Calculate d
Calculated
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Total PPC CPL External
29
SUMPPCDealerTot al2 / SUMPPCDealerTot al9 SUMPPCGoo20 + SUMPPCYah20 + SUMPPCMicro20
Calculate d
Calculated
PPC Total KBA Request a Quote
15
Calculate d
PPC Total KBA Inventory
21
SUMPPCGoo21 + SUMPPCYah21 + SUMPPCMicro21
Calculate d
PPC Total KBA Financing
24
Calculate d
PPC Total KBA Trade-In Value
12
Calculate d
PPC Total KBA Special Offers
Calculate d
PPC Total KBA Engaged Live Chats
18
SUMPPCGoo25 + SUMPPCYah25+ SUMPPCMicro25
Calculate d
PPC Total KBA Schedule Appointment
Calculate d
PPC Total KBA Service Coupons
15
Calculate d
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PPC Total KBA Parts Request
12
Calculate d
PPC Total KBA Service Inquiry
Calculate d
SUMPPCDealerTot al32 SUMPPCDealerTot al33
PPC KBA - Totals 135 Paid Search Accounts 2 ,000
SUMPPCGoo30 + SUMPPCYah30 + SUMPPCMicro30 SUMPPCGoo32 + SUMPPCYah32 + SUMPPCMicro32
Calculate d
Description: Single Dealer Campaign PPC, Aggregated Owner: BZ Development
ID: Category:
SUMDealerTota l1 SUMDealerTota l2 SUMDealerTota l3 SUMDealerTota l4 SUMDealerTota l5
DB-013 Single dealer, all media outlets aggregated totals

Total Spend Internal Total Spend External Diff Spend Internal - $ Amount Diff Spend External - $ Amount Diff Spend Internal - % SUMCChange9 + SUMAudio2 + SUMPPCDealerTotal1 SUMCChange8 + SUMAudio3 + SUMPPCDealerTotal2 SUMCChange21 SUMDealerTotal1 SUMCChange20 SUMDealerTotal2 (SUMDealerTotal1 SUMDealerTotal3) / SUMDealerTotal1 Calculate d Calculate d Calculate d Calculate d Calculate d Omnitur e Search Center Omnitur e Search Center
2,507
3,896
443 1104.5 0.82329 4775
difference fr contract to a spend $ difference fr contract to a spend $ difference fr contract to a spend %
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SUMDealerTota l6
Diff Spend External - %
71.65%
(SUMDealerTotal2 SUMDealerTotal4) / SUMDealerTotal2
Calculate d
difference fr contract to a spend %
SUMDealerTota l7
Impressions
$160,3 56.00
SUMDisplay4 + SUMPPCDealerTotal8
Calculate d
Omnitur e Search Center Omnitur e Search Center Omnitur e Site Catalyst Calculat ed Calculat ed
SUMDealerTota l8
Clicks
808
Calculate d
SUMDealerTota l9
Total Form Leads
1800.00 %
Calculate d
will want to connect to c
SUMDealerTota l10 SUMDealerTota l11
Form Conv. Rate
$ 0.02 216.416 6667
SUMDisplay9 / SUMDisplay8 SUMDealerTotal2 / SUMDealerTotal9
Calculate d Calculate d
Total Form CPL External
SUMDealerTota l12
Total Phone Leads
2200.00 %
Calculate d
Call Source / Manual Calculat ed
SUMDealerTota l13
Total Phone Conv. Rate
$ 0.03
SUMDealerTotal12 / SUMDealerTotal8
Calculate d
SUMDealerTota l14
Total Phone CPL External
177.068 1818
SUMPPCDealerTotal2 / SUMPPCDealerTotal12
Calculate d
Calculat ed
SUMDealerTota l15
Total Leads
40
SUMDealerTotal9 + SUMDealerTotal12
Calculate d
Calculat ed
SUMDealerTota l16
Total Conv Rate
0.04950 495
SUMDealerTotal15 + SUMDealerTotal8
Calculate d
Calculat ed
SUMDealerTota l17
Total CPL External
97.3875
SUMDealerTotal2 / SUMDealerTotal15
Calculate d
Calculat ed
SUMDealerTota l18
Total KBA Request a Quote
20
Calculate d
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SUMDealerTota l19
Total KBA Inventory
12
Calculate d
SUMDealerTota l20
Total KBA Financing
Calculate d
SUMDealerTota l21
Total KBA - TradeIn Value
18
Calculate d
SUMDealerTota l22
Total KBA Special Offers
Calculate d
SUMDealerTota l23
Total KBA Engaged Live Chats Total KBA Schedule Appointment Total KBA Service Coupons
15
Calculate d
SUMDealerTota l24
12
Calculate d
SUMDealerTota l25
Calculate d
SUMDealerTota l26
Total KBA - Parts Request
15.1
Calculate d
SUMDealerTota l27
Total KBA Service Inquiry
246912
Calculate d
SUMDealerTota l28
Total KBA - Grand Totals
180
Calculate d
SUMDealerTota l29
Total Margin
36%
1(SUMDealerTotal1/SUM DealerTotal2)
SUMCInfo1Anal yst SUMCInfo3Anal yst SUMCamData2 Analyst
Group ID: Sum Analyst RooftopID: Sum Analyst Campaign type: Sum Analyst
20 35 40
SUM: CInfo1 FILTER:Analyst SUM: CInfo3 FILTER:Analyst SUM: CamData2 FILTER:Analyst
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SUMPPCDealer Total33Analyst
Paid Search Accounts
40
SUM: SUMPPCDealerTotal33 FILTER:Analyst SUM: CData6 FILTER:Analyst SUM: CData25 FILTER:Analyst SUM: CInfo1 FILTER:Salesperson SUM: CInfo3 FILTER:Salesperson SUM: CamData2 FILTER:Salesperson
SUMCData6An alyst SUMCData25A nalyst SUMCInfo1Sale sperson SUMCInfo3Sale sperson SUMCamData2 Salesperson
30-Day Quit Notice Rcvd: Sum Analyst Total Contract w Mgmt: Sum Analyst Group ID: Sum Salesperson RooftopID: Sum Salesperson Campaign type: Sum Salesperson
SUMPPCDealer Total33Salespe rson
Paid Search Accounts
40
SUM: SUMPPCDealerTotal33 FILTER:Salesperson
SUMCData6Sal esperson SUMCData25S alesperson SUMCInfo1VMA R SUMCInfo3VMA R SUMCamData2 VMAR SUMPPCDealer Total33VMAR
30-Day Quit Notice Rcvd: Sum Salesperson Total Contract w Mgmt: Sum Salesperson Group ID: Sum VMAR RooftopID: Sum VMAR Campaign type: Sum VMAR Paid Search Accounts 20 35 40
SUM: CData6 FILTER:Salesperson SUM: CData25 FILTER:Salesperson SUM: CInfo1 FILTER:VMAR SUM: CInfo3 FILTER:VMAR SUM: CamData2 FILTER:VMAR SUM: SUMPPCDealerTotal33 FILTER:VMAR SUM: CData6 FILTER:VMAR SUM: CData25 FILTER:VMAR
40
SUMCData6VM AR SUMCData25V MAR
30-Day Quit Notice Rcvd: Sum VMAR Total Contract w Mgmt: Sum VMAR
Description: Single Dealer Campaign all media outlets aggregated totals Owner: BZ Development
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ID: Category:
DB-014 Data Table
Description: We need a table to track all KBA information. We need the table to be flexible enough to allow the inclusion of additional KBAs, either not yet identified, or those custom requested based upon dealer preference. Each KBA also will be assigned value multiplier which will be used in future releases to weight individual KBAs based upon the type of lead it provides.
Data Name tag KBAinfo 1 KBAinfo 2 KBAinfo 3 KBAinfo 4 KBAinfo 5 KBAinfo 6 KBAinfo 7 KBAinfo 8 KBAinfo 9 KBAinfo 10 KBAinfo 11 KBAinfo 12 KBAinfo 13
KBAinfo1 4 KBAinfo1 5 KBAinfo2 0
Data Row
KBA - Request a Quote KBA Inventory KBA Financing KBA - Trade-In Value
KBA Value Multiplie r 1 1 1 1
Total Clicks
Data Source
Omniture API Omniture API Omniture API Omniture API
KBA - Special Offers KBA - Engaged Live Chats KBA - Schedule Appointment KBA - Service Coupons KBA - Parts Request KBA - Service Inquiry KBA - Display Totals KBA - Request a Quote KBA Inventory TBD TBD KBA - Display Totals
1 1 1 1 1 1 1 1 1
1 1 KBAinfo1+ .KBAinfoN
Omniture API Omniture API Omniture API Omniture API Omniture API Omniture API Calculated Omniture API Omniture API Omniture API Omniture API Calculated
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Rationale: We need to track the KBA information separately so we can add rows to the table, as well as track the value multiplier as we move this functionality forward. Owner: BZ Development ID: Category: DB-015 Database administration requirements
Description: We would like to have the following requirements regarding the data stored in the database:
Have some data pulled on daily basis

Have some data pulled on a real-time basis
Store the data for X months (24 month minimum) so we can run trend reports for
load planning o Discuss archiving data for longer period
Go back (X MONTHS) to get historical data to store in the database Have the reports automatically distributed through email on a: o monthly
o weekly o daily basis to external clients, internal clients configurable by them.
Owner: BZ Development
ID: Category:
DB-016 New table Co-Op information
Description: We need to have a table that tracks co/op information for at the dealer and campaign level. We will input the data when we enter a new contract into the system. FIELDS TO BE DETERMINED. Rationale: We need to track this information for dealer cost recoup purposes from the OEM. Owner: BZ Development
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ID: Category:
DB-017 New table Offers table
Description: We need to have a table that tracks the types of offers that will be available and used in digital advertising campaigns to standardize the data entry and reporting. The columns in this table will include: offer type, offer, offer start/end date. Rationale: We need to track this information for dealer cost recoup purposes from the OEM. Owner: BZ Development
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4. APIs for Vendor Data

This section covers the requirements to access data needed for reporting through the following vendor APIs. ID: Category: API-001 Google API
Description: On a daily basis, we want to pull data from the Google API to store in the BZ reporting database. The data needed includes ad words and display ad results, including: % of spend Keyword cost Impressions Clicks CPC Avg. position Click thru rate Top 20 keywords Owner: ID: Category: BZ Development & Google API-002 Yahoo API
Description: On a daily basis, we want to pull data from the Yahoo API to store in the BZ reporting database. The data needed includes ad words and display ad results including: Owner: % of spend Keyword cost Impressions Clicks CPC Avg. position Click thru rate Top 20 keywords BZ Development & Yahoo
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ID: Category:
API-003 Microsoft API
Description: On a daily basis, we want to pull data from the Microsoft API to store in the BZ reporting database. The data needed includes ad words and display ad results, including: Owner: % of spend Keyword cost Impressions Clicks CPC Avg. position Click thru rate Top 20 keywords BZ Development & Microsoft
ID: Category:
API-004 DoubleClick API
Description: On a daily basis, we will need to pull ad placement data through the DoubleClick API and store it in the reporting database. This data includes the following: Owner: Form leads from each of the vendor partners (Google, Yahoo, MSN) Impressions Clicks Ad networks Top referring websites BZ Development & DoubleClick
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ID: Category:
API-005 CallSource API
Description: On a daily basis, we want to download the call information (phone leads) by each campaign, along with the recording URLs, and store the data in the reporting database. Owner: BZ Development & CallSource
ID: Category:
API-006 Omniture API
Description: On a daily basis we want to download the following data from the Omniture API: lead data (forms completed), KPI/KBA information. Owner: ID: Category: BZ Development & Omniture API-007 NetTrak API
Description: On a daily basis we would like to extract lead data and sold data so we can track and measure ROI. We want to store this information in the reporting database. Owner: BZ Development & NetTrak
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5. Data Entry Requirements This section covers the data entry requirements needed to allow the BZ operations team to enter contract information (contract start/stop date, margins, etc) for Digital Advertising clients. The data entered will be stored back in the Synergy contract management system, covered in the following section.
ID: Category:
DE - 001 Form-field based entry system for campaign level information
Description: The following data fields need to be entered by the DA team regarding campaign level information:
Category Data Columns in the database
Site Campaign type Offer
Example Data
Formula
Source Future
DA Team Synergy Synergy
Source Current
Notes
CamData1 CamData2 CamData3
MS / BZ / DA / Dealer Connection trade in / test drive / offer $500
each offer should be a separate campaign
CamData4 CamData5 CamData6 CamData7
MS Design Microsite URL Tracking Phone Model
b herbchambers.co m/honda/trade-in 8882322115 Ford Mustang
Synergy Synergy DA Team Synergy
Owner:
BZ Development
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ID: Category:
DE - 002 Form-field based entry system for contract summary information
Description: The following contract summary information needs to be entered into the system by a DA team member:
Category

Contract Start Date Contract Forecasted End Date Contract Term Go Live Date Go Live Time Frame 30-Day Quit Notice Rcvd Actual End Date Total Months Live Cancel Reason (menu) Contract Type PPC Spend External PPC Markup PPC Spend Internal Display Spend External Display Markup
Example Data
Formula
Source Future
DA Team DA Team
Source Current
Notes
5/14/2008 11/14/2008 6 months 6/14/2008 20 days 5/12/2008 6/12/2008 6/13/2008 leads paid - ford CData7CData4 CData4CData1 CData2CData1
Calculated DA Team
DA Team DA Team
DA Team DA Team
DA Team DA Team
DA Team (drop down paid, concession, free) (cascades to dealer reports)
$ 1,000.00 20% $ 800.00 $ 1,000.00 50% CData11 (CData11*C Data12)
DA Team DA Team
CData14 CData15
DA Team DA Team
DA Team DA Team
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CData16
Display Spend Internal Audio Spend External Audio Markup Audio Spend Internal Mgmt Fee MS Fee Contract Type (paid, concession, free) Total Contract Spend External Total Contract Spend Internal Total Contract w Mgmt
$ 500.00 $ 1,000.00 50% $ 500.00 $ 495.00 $ 495.00 paid
Calculated
DA Team DA Team CData17 (CData17*C Data18) Calculated
DA Team DA Team
CData23
$ 3,000.00 $ 1,800.00 $ 3,990.00
Calculated
DA Team
CData24
Calculated
DA Team
CData25
Calculated
Owner:
BZ Development
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6. Updates to the BCC Administrative Interface

This section covers the modifications to the current BCC administrative interface to support the needs of the new reporting engine (ie. associate dealerships at an OEM level; user access/role definition).
ID: Category:
AI - 001 Add button to BCC
Description: We need to add a button to the BCC so that the digital advertising reporting engine can be started from within the BCC. Owner: ID: Category: BZ Development AI 002 Update interface to include personas
Description: We need to update the BCC interface to include capturing persona credentials so that the appropriate data is presented to the viewer.
Owner:
BZ Development
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7. Interface to Synergy This section covers the requirements for a two-way interface to Synergy (contract management system). We need to be able to: a. Store new contract information as we sign up clients b. Retrieve contract information if a client already exists ID: Category: Description: SI - 001 Data retrieval from Synergy into DA reporting database Client Information The following data fields (with Synergy identified as the future data source) need to be retrieved from Synergy and stored in the identified tables in the DA reporting platform:
Data Row CInfo1 CInfo2 CInfo3 CInfo4
Data Column Group ID Groups RooftopID Rooftop
Sample data bzres2648 Herb Chambers bz1234 Herb Chambers Mercedes Smart Ford Lincoln Mercury Ford NE Zone 5 RI Inactive Dennis Nelms Dennis Nelms 479-251-2175
Formula
Future data source Synergy
Current Data Source Synergy / Manual
CInfo5 CInfo6 CInfo7 CInfo8 CInfo9 CInfo10 CInfo11 CInfo12 CInfo13
OEM Make Regions - BZ Sales Region Manufacturer State Status - toggle active / inactive Contact Decision Maker Contact Phone
Synergy Synergy Synergy Synergy Synergy Synergy Synergy Synergy Synergy
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Owner:
BZ Development
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SI - 002 Data retrieval from Synergy into DA reporting database Contract Information The following data fields need to be retrieved from Synergy and stored in the identified tables in the DA reporting platform:
DA Team DA Team CData2CData1 Calculated DA Team CData4CData1 DA Team DA Team CData7CData4 DA Team DA Team DA Team (drop down paid, concession, free) (cascades to dealer reports) DA Team DA Team
Category

Contract Start Date Contract Forecasted End Date Contract Term Go Live Date Go Live Time Frame 30-Day Quit Notice Rcvd Actual End Date Total Months Live Cancel Reason (menu) Contract Type PPC Spend External PPC Markup PPC Spend Internal Display Spend External Display Markup
Source Current
Notes
5/14/2008 11/14/2008 6 months 6/14/2008 20 days 5/12/2008 6/12/2008 6/13/2008 leads paid - ford
$ 1,000.00 20% $ 800.00 $ 1,000.00 50% CData11 (CData11*C Data12)
DA Team DA Team
CData14 CData15
DA Team DA Team
DA Team DA Team
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CData16
Display Spend Internal Audio Spend External Audio Markup Audio Spend Internal Mgmt Fee MS Fee Contract Type (paid, concession, free) Total Contract Spend External Total Contract Spend Internal Total Contract w Mgmt
$ 500.00 $ 1,000.00 50% $ 500.00 $ 495.00 $ 495.00 paid
Calculated
DA Team DA Team CData17 (CData17*C Data18) Calculated
DA Team DA Team
CData23
$ 3,000.00 $ 1,800.00 $ 3,990.00
Calculated
DA Team
CData24
Calculated
DA Team
CData25
Calculated
Owner:
BZ Development
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SI - 003 Data retrieval from Synergy into DA reporting database: Change data The following data fields (labeled as DA Team) need to be retrieved from Synergy and stored in the identified tables in the DA reporting platform:
Example Data Formula Source Future Source Current Notes
Category
Data Columns in the database Budget Change PPC External (+ / -) Budget Change PPC Internal (+ / -) PPC Spend External New PPC Spend Internal New Budget Change PPC Reason Budget Change Display External (+ / -) Budget Change Display Internal (+ / -) Display Spend External New Display Spend Internal New Budget Change Display Reason Budget Change Audio External (+ / -) Budget Change Audio Internal (+ / -) Audio Spend External New
CChange1
$ 500.00 $ 400.00 CData38 (CData38*CData1 2) CChange1 + CData11 CChange2 + CData13
DA Team
CChange2
Calculated
$ 1,500.00 $ 1,200.00 Good Results $ 500.00
Calculated Calculated DA Team DA Team
DA Team
(drop down)
CChange7
$ 250.00 $ 1,500.00 $ 750.00 Good Results
CChange6 (CChange6*CData 15) CChange8 + CData14 CChange7 + CData16
Calculated
DA Team
(drop down)
CChange11
$ 1,000.00 $ 500.00 $ 2,000.00 CChange11 (CChange11*CDat a18) CChange11 + CData17
DA Team
CChange12
Calculated
CChange13
Calculated
DA Team
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Audio Spend Internal New Budget Change Audio Reason Mgmt Fee (+ / -)
$ 1,000.00 Good Results -495
CChange12 + CData19
Calculated DA Team DA Team (drop down) for concession s, 3 motnh discount, etc
$ 495 $ 990.00 $ 5,000.00 $ 2,950.00 $ 5,990.00
CChange16 + CData20 CChange18 + CData21 CChange3 + CChange8 + CChange13 CChange4 + CChange9 + CChange14 CChange3 + CChange8 + CChange13 + CChange17 + CChange19
Calculated DA Team Calculated
CChange21
add margin %
CChange22
Analyst Analyst Change Reason DA Team Comments VMAR
Jarrod client threatening to cancel dealer wants to focus on gas incentives
VMAR Sales
CChange26
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Considerations
1.1. Action Items The following action items must be completed in a timely manner:
# 1 2 3 4 5 6 7 8 Status
Appendix A.
Reviewer Feedback
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Automotive Digital Advertising Strategy Reporting Requirements

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Automotive Digital Advertising Strategy Reporting Requirements

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Product Requirements Digital Advertising Phase II

1.2 1.3 1.4 1.5 1.6 1.7 2.0 2.1 2.2

7.7.08 7.9.08 7.10.08 7.16.08 7.24.08 7.25.08 9.18.08 9/25/08 9/30/08

Draft Draft Draft Draft Draft Draft Draft Draft Draft

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Supporting Documents Title Author Location

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Reporting Requirements Overview

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

USER PERSONAS (DA Analyst, VMR, Dealer, Group, OEM, Partner)

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Persona Digital Advertising VMR

Associate Degree/Bachelor Degree X Advanced Power

TYPE OF PERSONA Economic

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Persona Digital Advertising Dealer Client

TITLE AGE 34 COMPUTING SKILLS Novice APPLICATIONS USED

YEARS IN THIS JOB Bachelor Degree

ADP DMS, webCRM, email application User x Technical Other (specify)

TYPE OF PERSONA Economic

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Persona Digital Advertising Dealer Group Mgr

TITLE AGE 40 COMPUTING SKILLS Novice APPLICATIONS USED

Group Manager EDUCATION

Bachelor Degree Advanced Power

TYPE OF PERSONA Economic

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Persona OEM Digital Advertising Program Director

TITLE AGE 43 COMPUTING SKILLS Novice APPLICATIONS USED

YEARS IN THIS JOB

Bachelor Degree - Marketing Advanced x Power

Microsoft Office, Outlook; OEM-specific applications; User x Technical Other (specify)

TYPE OF PERSONA Economic

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Persona Digital Advertising Vendor Partner

TITLE AGE COMPUTING SKILLS Novice APPLICATIONS USED

Manager, partner relationships 30

YEARS IN THIS JOB

Bachelor Degree Advanced x Power

TYPE OF PERSONA Economic

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

ID: Category: Description:

ID: Category: Description:

ID: Category: Description:

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

ID: Category: Description:

Owner: ID: Category: Description:

Document Revised: 10/8/2012

Product Requirements Digital Advertising Phase II

ID: Report Category:: Report Name: Target Audience:

RPT-005 Group Dashboard Group1 Group, Internal

Document Revised: 10/8/2012