In this podcast, I make the case why franchise dealers and the automotive vendor community must get serious about Google Analytics to optimize marketing outcomes and overall net profits. When I say "get serious" to dealers, I mean having the skills to inspect advertising campaigns and website traffic based on quality, not quantity. When I tell vendors to "get serious", I am referring to their support of open standards to properly document all conversions and website engagement. I'll provide some advice and solutions to help the entire auto industry.