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

How to Use Auto Shopper Data to

Lower Costs and Increase Sales

Jason Ezell

Dataium LLC

January 12, 2012

Speakers

Moderator Presenter

Becky RossMarketing Manager

303-228-8753

bross@kpaonline.com

Jason EzellDataium LLC877-896-3282

jason@dataium.com

Knowledge=Power

Knowledge is gained through the analysis and

aggregation of information, and data is the

“DNA” of all information

Digital 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

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.

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:Sienna5/25

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