Using Analytics for Data-Driven Decisions: Big O Tires and YouTube Advertising

In the realm of digital marketing, understanding your audience is the linchpin of success. For EKR, this principle was vividly illustrated in our partnership with Big O Tires across seven of its locations in Southern Utah. 

The Power of Local Connection

In the initial stages of our YouTube advertising campaign, we produced a local Southern Utah-specific video. The results were promising—initial click-through rates suggested that our audience was engaged. This early success emphasized the importance of connecting with the community on a personal level. The local touch resonated, sparking a meaningful interaction between the audience and the brand.

The Pivot

However, as any good marketer knows, success is not a one-size-fits-all scenario. Curious to explore the dynamics further and increase engagement, we introduced a nationally used, corporate-created video into the mix. This was more than a mere switch in content; it was a strategic move to understand the nuances of our audience’s preferences.

A Nosedive and a Revelation

The shift to the corporate-created video was an eye-opener. Engagement metrics took a nosedive. While daily ad spend remained constant, the overall number of clicks and click-through rates dwindled, and the once vibrant interaction seemed to wane. But rather than viewing this as a setback, we embraced it as invaluable data.

So what does the data tell us?

3 Things to Learn

Three things can be learned from the analytics behind the two videos used to learn about our audience and future marketing needs.

  1. Audience Preferences Matter
    The stark contrast in engagement highlighted the significance of tailoring content to meet the specific preferences of the audience. Localized, community-centric content struck a chord, emphasizing the need to resonate with the unique characteristics of the Southern Utah market.

  2. The Personal Touch
    The local video’s success underlined the power of a personal connection. It showed that customers appreciate content that feels relevant and relatable to their immediate surroundings.

  3. Dynamic Decision Making
    Armed with this data, we pivoted back to the local video strategy, ensuring that our decisions were not just intuitive but backed by concrete evidence of audience behavior.


What to Do with Your Data

We’re not just telling a story to brag or show off, we want to help you increase your marketing success through this experience. Here are a few things you can do to maximize your marketing moments and get excited about the results.


  1. Listen to Your Data
    The Big O Tires case study reinforces the importance of letting data guide your decisions. Metrics provide a direct line of communication from the audience, offering insights into what works and what doesn’t.

  2. Flexibility is Key
    Digital marketing is a dynamic field. This case study emphasizes the need for agility and the ability to adapt strategies based on real-time data.

  3. Localize for Impact
    Understanding the local context and tailoring content accordingly is not just a trend; it’s a fundamental aspect of successful digital marketing.

Drive Decisions with Data

This Big O Tires case study illustrates the transformative power of data-driven decision-making. By embracing the insights gleaned from audience behavior, we not only optimized our strategies for immediate success but also fortified our approach for the long haul. As we navigate the digital marketing terrain, let us be reminded: in the data, we find not just numbers but the collective voice of our audience guiding us toward success.


If you need help reviewing, analyzing, or understanding your data, contact us.

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