A Digital Marketing Transformation for Dana
Global automotive aftermarket and OEM leader, Dana, faced challenges unlocking the full potential of its digital marketing efforts.
Key objectives included alignment of teams, strategies, and technologies around common goals of better actionable data, streamlined lead generation, improved engagement, and sales.
A digital transformation was needed – and so was a plan. Dana chose the Trek program as its first step forward. Thoughtful planning and collaboration enabled Dana to establish an integrated digital marketing ecosystem that now better serves its internal teams alongside a growing network of clients and prosects.
A Digital Marketing Transformation Program
Results like Dana's require a plan. The 12-week Trek program delivers a comprehensive, measurable digital marketing plan – informed by a deep understanding of your situation and objectives, smart data analysis, plus shared insight between your stakeholders and our subject matter experts.
Trek Program Results
72% increase
in D2C website sales revenue (YoY 2022 – 2023)
648% increase
in web product page visits (YOY 2022-2023)
50% increase
in product purchase inquiries (retailer partners)
Tech Stack, Platforms and Integrations
Through the Trek program approach, we delivered a feasible, building-block style plan to streamline Dana’s digital marketing ecosystem, enable cost efficiencies, and leverage a stream of actionable data. Optimizations and integrations included:
- CRM, automated marketing platform, and website integration
- Qualified lead capture optimization
- Digital pathway to purchase development
- Optimized automation of lead list management
- Metrics dashboard integration and optimization
Trek Program Results
9% increase
in total website sessions (YOY 2022-2023)
25% increase
in social media channel impressions (YOY 2022-2023)
19.8M minutes
of YouTube video content views (YOY CY 2022 -2023)
Tactical Development and Management
Dana trusted Concentrek to develop and deploy these integrated tactics specified within the Trek program roadmap.
Websites + Integrations
Design and development of websites integrated across industry-standard parts-lookup platforms, CRM and automated marketing platforms, and eCommerce platforms. Also included was development and integration with retail and distributor partner websites to enable tracking of users’ digital pathway to purchase.
Web Applications
End-user facing tools developed to drive engagement and website traffic, plus ensure optimized product performance.
Paid Media Campaigns
Lead generation and engagement via creative campaign development and media schedule management across industry channels.
Trek Program Results
4M+ digital advertising impressions
across 2 key media campaigns
Email Marketing
Lead nurture and engagement with variable drip campaign development and list management. Integrated with automated marketing and CRM platforms. Campaign development and management.
Social Content Marketing
Engagement and demand generation through strategic development, management and measurement of content across all Dana Aftermarket social channels.
Trade Event Activation
Strategic planning and deployment of tactics to drive booth traffic, lead capture, and social content opportunities during industry trade events.
