MSO Economics
- MSO Economics · Closed-Loop Attribution · Paid Search at Scale
A Marketing Teardown of the 31 Auto Repair Locations We Manage
We run marketing for 31 automotive service locations, instrumented from ad click to repair order. The portfolio generates roughly 12,900 unique inbound callers per month. Here is what the data actually shows, including where industry-standard attribution silently fails.
- MSO Economics · Consolidation & Roll-Ups
The Cost-to-Serve Curve: Why MSO Marketing Economics Deteriorate Between 10 and 59 Locations
Driver-based cost modeling across a multi-location service portfolio shows marketing contribution per FTE falls as location count rises, producing a structural dead zone where mid-size MSOs are too big for boutique service and too small for enterprise economics. The mechanics, the price floors, and the way out.
- MSO Economics · Closed-Loop Attribution
Net Revenue Lift: The KPI That Lets MSO Digital Marketing Start Before the Data Does
Offline conversion tracking is the right end state for MSO marketing measurement, but it depends on access to every data silo: call tracking, website, and the repair-order POS. During batch onboarding that access lags by weeks or months. Net revenue lift needs none of it. A case for sequencing the KPIs, with a 13% lift measured across a $50M book.
- MSO Economics · Consolidation & Roll-Ups
What Enterprise Marketing Should Cost a 50-Location Auto Repair MSO
Private equity has deployed $9B+ into auto repair consolidation since 2023, but marketing pricing for the resulting platforms is still improvised. A buyer-side breakdown of the numbers: what the market benchmarks say you should spend, why per-location vendor pricing breaks at scale, and how to read a vendor's cost structure before you sign.