Matthew Kolodziej, director of analytics for Experian’s Dealer Intelligence team and Amy Hughes, senior director of dealer intelligence at Experian, will present findings from a recent study that shows how data and analytics transforms the way that dealers operate, enabling them to make smarter decisions on how to optimize and refine their advertising budget. The study highlights online activities of high-value users (HVUs) – web site visitors who are truly in market and likely to buy in the near future, as well as which marketing activities lead directly to sales by taking a nationwide view of automotive retail numbers and the marketing activities that are most effective.
Takeaways- Look at shopper behavior, not isolated KPIs: traditional website metrics do not tie to sales.
- Optimize your paid advertising: traffic source has the best ROI for influencing sales.
- Evaluate third-party investments: third parties drive sales… they just may not be yours.
