Dealers believe in certifications, for most critical areas of business.  Mechanics must have them and learn the latest technology each year. Dealership managers go to NADA Academy to get their management/operator certificate. So we do dealers ignore Google Analytics certifications? Dealers are spending millions of dollars on advertising and marketing, yet many do not have the skills to inspect the ROI of these investments. Today, I discuss how dealers can enhance their skills of at least one person in the dealership.