Car rental company Hertz is taking advantage of Google’s web analytics to boost its mobile capability and allow the company to optimise where they allocate online marketing spend.
Speaking to The Drum, Conrad Doyle, digital marketing director at Hertz said that the collaboration with Google provided the company with a deeper understanding of its audience segments and the cross-channel interactions leading up to a purchase, helping it optimise marketing techniques to create effective campaigns.
He added that increased insight provided by the online business resulted in a successful video campaign that highlighted the company’s van offering on the Hertz YouTube channel, which Read full story ›
Source: The Drum
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