How to Use Auto Shopper Data to  Lower Costs and Increase Sales
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How to Use Auto Shopper Data to Lower Costs and Increase Sales

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How to Use Auto Shopper Data to  Lower Costs and Increase Sales How to Use Auto Shopper Data to Lower Costs and Increase Sales Presentation Transcript

  • How to Use Auto Shopper Data to Lower Costs and Increase Sales Jason Ezell Dataium LLC January 12, 2012
  • Speakers Moderator Presenter Becky Ross Marketing Manager 303-228-8753 bross@kpaonline.com Jason Ezell Dataium LLC 877-896-3282 jason@dataium.com
  • Knowledge=Power Knowledge is gained through the analysis and aggregation of information, and data is the “DNA” of all information
  • Digital Marketing email campaigns, banners, videos, etc... Dealership Websites OEM Websites Portal Websites 3rd Party Data Dataium Network Database Visits Clicks Pages Hits Sessions EventsInventory Searches Leads Clicks Visits Search every keyword entered during shopping process URLs Keywords Forms Rich Media HitsVisits Leads URLs VisiCogn® INSITE Desktop Reporting Utility VisiCogn® Knowledge Center Business Intelligence Utility Mobile Reporting 3rd Party Reporting & Technology Solutions
  • March 2011 Today •Average Visitors per site… 1,920 3,150 •Average Page Views per site… 11,186 20,149 •Average Bounce Rate per site… 50.4% 52.42% •Average Bounce from homepage 61.3% 58.24% •Average Bounce from SRP… 32.8% 32.12% •Shoppers to a SRP send leads in half the time Leads The average number of leads per automotive website increased by 17% from June. Shoppers The average number of leads per automotive website increased by 6% from June. Searches The average number of leads per automotive website increased by 10% from June.
  • Entry Pathways •In-Site Referrer - 30.56% •Bookmark or Direct Link – 30.11 •Google Organic - 26.52 •Yahoo - 3.13 •Bing - 2.71 •Google AdWords - 2.66 •Google Images - 1.49 •Google Maps - .58 •AOL - .49
  • Dealer Only 43% Contains OEM/Model 23% OEM Only 13% Contains Dealer/Area 13% Contains Dealer/Make 7% Contains Dealer name 63% Contains OEM 37% Contains Model 30% Contains Area 13%
  • Shopper Search Data: Cool Stats •Less than 1% of searches contain the word “dealer”, “dealership”, or “dealers” •7% of all keyword searches contain the word “price” ***these shoppers are 4 times more likely to send a lead and in about half the time
  • With No Point of Reference, How Do You Compare?
  • With No Point of Reference, How Do You Compare?
  • What is the #1 most clicked vehicle BEFORE a shopper submitted a lead on a Honda Accord? CPO MERCEDES E-CLASS What can we learn from this Data? •MBs make good Bait for Honda Accords •Place Banner ads on MB searches •Target key word searches
  • Unbroken Attribution Unbroken Keyword TV
  • Google.com 65% Bing.com 5% Yahoo Search 3% Facebook 2% Maps.Google 1.3% AOL Search 1% ASK.com .78% Ebay.motors .33% Comcast Search .73% Yahoo Autos .19% Yellowpages.com .14% Cars.com .50% Autotrader.com .69% Local Yahoo .24%
  • Google 64% Facebook 52% Youtube 34% Ebay 25% Autotrader.com 16% MSN 21% Amazon 18.8% KBB 12% CNN 10% AOL 10% CarMax 9% Maps.Google 9% Myspace 7.9% Cars.com 8% Craigslist 6% Edmunds 5.5% Fox News 5.5% Ford 5% Bing 5%
  •  People Who Visit An Automotive Portal Site BEFORE Coming to Your Dealer Sites:  5 Times More Likely To Send A Lead
  •  Most Clicked Buttons on a Dealer Website: ◦Vehicle Search ◦Used Inventory ◦New Inventory ◦Specials
  • iPad Android iPhone Blackberry
  • 0% 10% 20% 30% 40% 50% 60% 70% 4/4 4/11 4/18 4/25 5/2 5/9 5/16 5/23 5/30 6/6 6/13 6/20 6/27 7/4 7/11 7/18 7/25 8/1 SUV % Car % Truck % Hybrid % $3.84 $3.73 $3.93 $4.11 $3.73 $3.51 $3.73
  • Website Visited Website Visited Started Shopping 5/25 First Vehicle: Sienna Lead Sent: Sienna 5/25 4 Months Later: Lacrosse
  •  Dataium completed a recent in-market analysis on behalf of a domestic OEM. The project analyzed leads from January 1st through August 1st of 2011. Here are the results: Total In-Market Match Percentage all data sets: 44.03% ◦ 3rd party leads from March-August – 39.7% still shopping ◦ 3rd party leads from June-August – 44.5% still shopping ◦ OEM leads who had not purchased since January – 44.6% still shopping ***Don’t Give Up On ANY leads, but know who and when to re- engage
  • One set of data can lead to false positives…and false negatives!: When asked of a dealer where most of his leads come from, he replied “100% come from my radio advertising”… •Only when we have a point of comparison do we know if we are succeeding or failing •Know what to measure by defining your “metric of success” •Use the right “Ruler” to measure that metric •Look at different data sets to verify or validate findings •Don’t believe everything you hear