Last year Polk and HookLogic worked together on a pilot program with a dealer group to test the concept of combining Polk Lead Scoring with HookLogic’s incentive program. As part of the test, HookLogic passed copies of the email leads it received from the dealer group and gave them to Polk to be scored. Leads that scored 7 or higher were sent an email with a test drive incentive that could be redeemed when the shopper visited the dealership. The pilot test yielded the following results:
- Nearly twice as many people opened the email and printed the coupon vs. previous dealer group emails (23% for the pilot test)
- Polk became a finalist in the DPAC (Digital Publishing and Advertising Conference) Awards 2010 for Best Digital Direct Response Campaign
Because Polk has a record of every vehicle transaction in the U.S. Polk can track all automotive purchases. Based on Polk Lead Scoring, Polk sees that about 70% of all vehicle purchases come from leads scored with a 7 or higher.
The question then becomes not which leads are most likely to close but WHERE will they close? At the dealer that received the lead or somewhere else?
Polk looks at specific information in the lead itself coupled with Polk’s proprietary database information associated with the lead (e.g. address, demographic and vehicle information). This combined information is used to determine the score. Each element in the model is weighted for its ability to predict likelihood to purchase a vehicle.
Last month a webinar was held where Polk walked attendees through the lead scoring process and how HookLogic is working with Polk to drive these shoppers into the showroom.
Those that attended the webinar already received a free copy of the presentation deck but if you are interested in receiving your free copy of it then fill out the form below and we will send you a link. Upon doing so you can also expect to receive invites to other upcoming webinars and events sponsored by or in partnership with HookLogic.
