How to Use Auto Shopper Data to Lower Costs and Increase Sales
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Transcript of 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
Jason Ezell
Dataium LLC
January 12, 2012
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Speakers
Moderator Presenter
Becky RossMarketing Manager
303-228-8753
Jason EzellDataium LLC877-896-3282
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Knowledge=Power
Knowledge is gained through the analysis and
aggregation of information, and data is the
“DNA” of all information
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Digital Marketingemail campaigns, banners,
videos, etc...
Dealership Websites OEM
Websites
Portal
Websites
3rd Party Data
Dataium Network DatabaseVisits
Clicks
Pages HitsSessions
EventsInventory Searches LeadsClicks Visits
Searchevery keyword entered
during shopping process
URLs
KeywordsForms
Rich Media
HitsVisits Leads URLs
VisiCogn® INSITE
Desktop Reporting Utility
VisiCogn®
Knowledge CenterBusiness Intelligence Utility
Mobile Reporting
3rd Party Reporting & Technology Solutions
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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
LeadsThe average number of leads per automotive website increased by 17%from June.
ShoppersThe average number of leads per automotive website increased by 6%from June.
SearchesThe average number of leads per automotive website increased by 10%from June.
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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
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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%
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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
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With No Point of Reference, How Do You Compare?
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With No Point of Reference, How Do You Compare?
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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
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Unbroken Attribution
Unbroken Keyword
TV
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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%
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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%
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People Who Visit An Automotive Portal Site
BEFORE Coming to Your Dealer Sites:
5 Times More Likely To Send A Lead
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Most Clicked Buttons on a Dealer Website:
◦Vehicle Search
◦Used Inventory
◦New Inventory
◦Specials
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iPad
Android
iPhone
Blackberry
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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
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Website
Visited
Website
Visited
Started Shopping
5/25
First Vehicle:Sienna
Lead Sent:Sienna5/25
4 Months Later:
Lacrosse
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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
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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