PROBLEM / BUSINESS NEED The owners at Best Choice Auto Care repair shop faced several challenges with the existing multi-channel marketing mix. The mix included participation in local coupon booklets, an e-newsletter, newspaper advertisements and online marketing such as a website and pay per click. The biggest challenge was being able to measure and analyze each marketing tactic and how each performed in terms of increasing repair orders and generating sales for the shop. Customer Service was another issue the owners faced, some marketing vendors were not providing transparency and value-added tools to help them understand results and ultimately grow their business. As they reined their multi- channel marketing strategy and reevaluated marketing vendors, some of the objectives in

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