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Use Data Today to Sell More Cars Tomorrow

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  • 1. Use Data Today, To Sell More Cars Tomorrow
    Chris Fousek
    eCommerce Director
    Cadillac Village of Norwood
    Village Automotive Group9th Digital Dealer October 2010
  • 2. 1999
    “See if you can figure this out.”
    Local Computer Course
    Salesman
    The Print out
    Given the Internet
    The Leads
    Website B.I. (Before Inventory)
    Website as Core
    The Pathway
    ISM
    Sales Manager
    BDC
    eCommerce Director
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 3. “Just saying…”
    “I know 50% of my advertising works…
    I just don’t know which 50%”old sales maxim
    “Be an Astute Student of the Game”
    Ted Sarandis – Ted NationWEEI - Boston
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 4. Manage Your Pipeline With Business Intelligence
    Reduce Cost
    Increase Revenue
    Improve Customer Satisfaction
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 5. Business Intelligence?
    Computer-based techniques used to spot, dig-out, and analyze business data.
    Historical, current, and predictive views of business operations.
    Common functions are reporting, analytics, data mining, business performance management, benchmarking, text mining, and predictive analytics.
    Enables & Supports decision making without bias
    -Wikipedia
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 6. Your Pipeline
    Is only as good as the sum of it’s parts
    Know your parts – don’t just mix them in
    Identify the purpose of the part
    You can only manage what you understand
    Measure what you manage
    Think Accomplishments
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 7. The Now
    Until Now…
    What’s been going on
    Historic Data
    Trending Data
    What’s Happening Now…
    Real Time Data
    Social Data
    New Technology
    Greater Sophistication
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 8. Until Now…
    Web Analytics
    CRM Reporting
    Call Reporting
    Inventory Management Reporting
    Vendor Reporting
    3rd Party Classified / Chat / Video / Lead providers
    Web Site Surveys
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 9. #1: Your Web Analytics
    Analytics Dashboard
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 10. Always Drill Drown
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 11. Keep Drilling
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 12. E-Mail Campaigns & Long Term Follow Up
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 13. Use Goals
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 14. #2: Call Reporting
    Call Analytics
    Use tracking numbers
    Source
    How long is the call?
    How many connected calls?
    During what hours?
    Are they prospects?
    What time of day ?
    Remember, the key is to always drill down
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 15. #3: Your CRM
    LMP: Lead Management Process
    Leads / Contacts/ Appts / Appt Shows / Sold
    Leads / Outbound Calls /Outbound E-mailsInbound Calls / Inbound E-mails
    ROI
    Cost per lead
    Cost per sale
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 16. #4: Additional resources
    Inventory Management Tools
    Third Party Leads / Third Party Classifieds
    Chat/Video/Finance/Training ….
    Excel
    On Exit Web Survey
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 17. Monthly Internet Performance Summary
    Monthly Snapshot
    17
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 18. #5: Third Party ClassifiedMore than just leads…
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 19. #6: On Exit Web Survey
    Satisfaction
    Primary purpose
    Task completion
    Why or why not?
    Your customers own words
    Powerful, simple & FREE
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 20. 4q iPercptionsFree tool
    Avinash Kaushik
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 21. ROI
    It’s not always a clear ROI formula
    Identify/Define the purpose of each part
    What do I want to accomplish with…
    My Website
    The Individual Source
    Think Dividends
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 22. What’s happening Now…
    Real Time Data
    Social Data
    Mobile Platform: Anytime / Anywhere
    New Technologies
    Greater Sophistication
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 23. Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 24. A Smarter PlanetIBM Video
    http://youtu.be/sSSLYIURzmE
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 25. On the verge…
    Social Media
    Social CRM
    The Social Data Revolution*
    Andreas Weigand former Chief Scientist at Amazon
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 26. The Influence of Social Media
    It’s not the ROI…
    It’s the Social Data Revolution
    Social CRM
    Social Search
    Social Commerce
    Socialnomics – Erik Qualman
    Your Dealerships Own Relevance & Reach
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
  • 27. Thank you
    Questions?
    Chris FousekE Commerce DirectorVillage Automotive Groupcfousek@villageautomotive.com@cfouseklinkedin.com/chrisfousek
    Chris Fousek Village Automotive Group 9th Digital Dealer October 2010