The KPI Cafe returns with Facebook's Head of Automotive Retail Bob Lanham.  The inspiration behind the episode stems from the disjointed approach to defining two key terms used in digital marketing: measurement and optimization. How you define these will help change your perspective on how to approach your digital strategies, budgeting, and benchmarks for success. It's time to start thinking about how to spend better, not spend more, by asking "Why?" more often and leveraging the right Key Performance Indicators (KPIs) to make well-informed decisions.Here's What to Expect:Bob Lanham's Origin Story (and Some Other Cool Background)

Biggest Challenges in Digital Ecosystem

"too many"ad spent to salesmedia mix model problem-solvingmarketing cut firstWhat Does "Measurement" Mean?

Defining of SuccessPVR"Delivered" on Empty/Wrong MetricsPlatform SynergyIf Digital Is More Efficient, Why Is Cost-Per-Car Sold Stagnant?

Inefficiencies of SpendUnderstand What and It's ReturnVendor Change: Incrementality or Simple ReplacementHow Should We Define "Optimization"?

Maximizing Return to the ModelBreaking Out Results of Platforms"Digging into the Platforms"Buy Strategy, Not the Product"The Why"

A Huge GapSales Mindset vs. Marketing MindsetWhat Will This Do for Me?The Bet from Facebook

What Should Dealers Understand About Facebook Measurement?

Wrong KPIsFull FunnelSales MatchbackBRANDINGFacebook As a Branding Play

Platform vs. Television / TraditionalProgrammatic EfficienciesConcluding Thoughts