The document discusses how analyzing data from web analytics, call reports, CRM systems, and other digital marketing tools can help automotive dealerships improve business performance. It emphasizes the importance of drilling down into data to understand what is driving leads and sales. New technologies like social media and mobile are changing the way dealers can access real-time data and customer insights. Data and business intelligence tools can help dealers optimize processes, measure ROI for different marketing channels, and make smarter decisions.

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