Dealership General Manager Jim Farkas was spending several hours each day in his office analyzing the dealership's digital advertising, business analytics and vendor performance. The task was a frustrating time suck, but it was necessary, he said, because digital technology requires a consistent message and efficient vendors. Then, Farkas had an epiphany.
"I can sit at my desk for two to three hours and stare at the website's performance, or get a person who understands all of it and just gives me the highlights," said Farkas, general manager of Germain Honda of Ann Arbor in Michigan.
So Farkas created an e-commerce coordinator job. The result: Marketing improved, inefficient vendors were let go, and Farkas was freed up to spend more time with employees and customers.