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10 Key Takeaways from the DrivingSales Data Discussion of 2017

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by David Metter

I recently had the honor of co-moderating a dealer panel discussion at the DrivingSales Executive Summit. Together with fellow attribution frontrunner, Steve White, CEO & Founder of Clarivoy, and our dealer experts, Shaun Kniffin, Marketing & Technology Director of Germain Automotive Group and Ben Robertaccio, Marketing Director of the quickly-rising Morrie’s Automotive Group, we we’re fortunate to have a jam-packed room on the last day of the conference. I guess the panel title (or the speaker lineup) evoked some attention…

For anyone that missed it, I’ve compiled a list below of the top ten takeaways from THE DATA DOESN’T LIE: Shocking Discoveries in Automotive Attribution.

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1.    Sales Attribution > Traffic Attribution

As an industry, we need to entirely shift away from traffic attribution models and really zero-in on sales attribution – that’s where the good stuff is. Traffic attribution only gives you one slice of the pizza. It looks at the traffic that comes to your website and builds marketing strategies based on that alone. Roughly 75% of people that buy cars from you visit your website – so what are you doing to account for the other 25%? Traffic attribution doesn’t tie a sale to that site traffic, where sales attribution directly ties a car sold to the path that led to the sale. Furthermore, we have to factor in the reality that 71% of online users remain anonymous.

Ben Robertaccio, Marketing Director for Morrie’s Automotive Group says, “70% of people come into your dealership without first contacting you. Less than 10% contact you or convert through your website. If we don’t have data on the mass of our customer base, then we need to find better ways to understand them.”

2.    There are WAY too many KPIs to realistically keep track of.

Shaun Kniffin, Marketing & Technology Director for Germain Automotive Group shared their recent initiative to define the most important KPIs that exist within all the profit centers of a dealership. “Together we identified 127 KPIs as the key ones to follow. In digital marketing alone, we identified 27 critical KPIs. Our GMs all agree that between 4-16 of those 27 digital KPIs should be looked at on a daily basis.” But how many of them actually do it? Dealers are reported to death. They’re inundated with data and it’s often impossible to know where to start without enlisting the right help. 

3.    In a perfect world, EVERYONE’S data would reside in CRM.

It would be in the best interest of CRM companies to take into consideration what has made Salesforce so successful and apply that same business model to automotive. For just a minute, take yourself out of our industry. Put yourself in ANY other industry and ALL of the data resides within Salesforce. There are plugins within Salesforce that collectively make it better, more powerful, and virtually indispensable. Salesforce grew exponentially when they opened up those opportunities to make corporations that use Salesforce better. We don’t see that in automotive and that’s a very frustrating thing, and it should be more frustrating to you as a dealer because you are required to live and breathe within CRM every single day.

AutoHook’s data, Clarivoy’s data, everyone’s data should reside in CRM. If we know the behavioral traits specific to the customers in our CRM, our salespeople can simply look at their screen (just like you would in Salesforce) and immediately see every digital destination that customer has passed through. That’s what our salespeople need in order to have much more meaningful, efficient conversations with their customers. 

In a perfect world, there would be an independent 3rd party overseeing the validity of everyone’s data, as we know vendor reporting has the potential to be self-serving. But if we know we have clean, accurate data, then we as marketers can easily figure out how to help GMs make much better decisions with their budget. 

4. Google Analytics is a great tool…IF it’s set up correctly.   

Google Analytics has the potential to be a phenomenal tool, but it can also be complicated, involved and difficult to derive any real actionable insights from. How many GMs go into their GA dashboard every day? Not many. So how can we expect our managers to actually obtain any real value or insights from of GA alone?

Ben Robertaccio advises dealers to have their key goals and conversions set up properly in order to measure what’s actually happening - and that includes SRPs, VDPs, leads, chats, calls, texts, map views, etc. The best reports out there take GA data and feed in multiple other data sources to deliver a clear path towards correcting the flaws in your business.

A great tool is one that’s able to synthesize all the data and turn it into something dealers can actually use. Ben recommends AutoHook’s Traffic Conversion Analysis (TCA) powered by Urban Science data. “TCA feeds in CRM data, new vehicle registration data, our sales data, and what our competitors are selling, and it’s able to show me data like I’ve never seen it before. If we didn’t have TCA, we would have continued to spend, spend, spend, when it reality it was our process that was broken, and TCA was able to make that clear.” 

5. There needs to be massive consolidation of analytics tools in the market space.

Because of the intertype competition amongst tiers and players within the automotive vertical, we need to get to the point where dealers can know (or at least have a solid benchmark) of how many cars each vendor will help them sell per month.

Shaun Kniffin reminds us of the ugly truth that, “This industry has more snake oil than any other industry,” and he’s right! Additionally, there aren’t any real standards or benchmarks to let dealers know how they are doing at any given point because of the fact that every dealer and every market is so different. We need to push for more open data sharing, partnerships, and standardization amongst vendors and at all industry levels.

Ben Robertaccio makes another great point when he says, “I see this operational divide across industries: operations vs. marketing. We see it in every industry. But what we need to do is foster an environment where I show you results, you show me results and we work together.”

6. 3rd party listing sites like Cars.com & Autotrader are NOT lead generators.

Leads aren’t everything. Clarivoy Founder & CEO, Steve White says, “Don’t ignore the cumulative effect of the journey that took place to produce that lead.” People don’t just go to Cars.com and submit their information – it’s not that simple. Autotrader, Cars.com, CarGurus all those sites are not lead sources. Their responsibility is to expose your inventory on a grand scale.

Shaun Kniffin happened to be the very first Cars.com customer in Columbus, OH back in 2001. He says, “I’ve never looked at Cars.com as a lead source. A lot of GMs don’t understand how many VDP views these sites generate for their stores each month - it’s more activity than your Search Engine Marketing could produce in an entire year. It’s our job as educators to bring them to the forefront and say let’s put this into perspective – how do you replace all these VDPs? And that’s all part of multitouch attribution. Exposing that inventory is the #1 job of Trader, Cars, Gurus, etc.”

7. Using Last Click Attribution is a lot like…

Clarivoy CEO & Founder, Steve White, made the incredible analogy of comparing attribution to a hangover. “It’s a lot like blaming a hangover on that last beer you had. But in reality, it wasn’t just that last beer, it was the cumulative effect of the 10 other drinks you had before that. So that’s what you have to think about from an attribution perspective. There is a cumulative effect to all of your different marketing touchpoints.” Making really big decisions based on last click is just not the smart thing to do.

8. Dealers suffer from A.D.D. 

Which of course stands for, “Another Damn Dashboard.” Every vendor has their own dashboard. The last possible thing today’s dealers want is another report or system to log into. These dashboards have become nothing more than complex conundrums of numbers and statistics that lack meaning and more than anything, lack the ability to execute.

Kniffin says when it comes to their vendors, “I just want to know if you’re involved in the sale. I just want to know are you part of my math, are you part of my chemistry? Are you going to help me attribute more sales? As marketers all we want to know is how can we make these numbers better? How are you who manages my paid search going to make your numbers better and help us optimize our spend?” 

9. Hold Your Vendors to a Higher Standard

Ben Robertaccio emphasizes, “We all need to hold our vendors and our partners to a higher standard to make sure they are feeding into our analytics appropriately and ensuring the data they provide us with is pure and valid. In a utopian world, all our vendors would work together openly and all agree on how to measure things.”

10.  Don’t rely on your customers (or your CRM) to help with attribution.

If dealers were to ask their customers what their click path consisted of before coming in for a test drive, most people wouldn’t have a clue. The digital journey that takes place leading up to a sale is just that – a journey. It’s something that happens organically, over time, across devices, both at home and on the go.

Kniffin adds, “Single source attribution in CRM – THAT’S frustrating! We’ve challenged every one of the CRM companies out there, and it’s a crowded space, but the truth is, single source attribution does not help us develop a strong marketing strategy, period. And how much of that is really subjective data?”

Ben Robertaccio shares Kniffin’s frustration and follows it up with a good point, "Pretty regularly I don’t remember what I had for dinner the night before so how am I going to remember what traffic source influenced my purchase?”

 

Thanks to our friends at DealerRefresh, you can check out this panel discussion live from #DSES2017. Click here to watch The Data Doesn’t Lie: Shocking Discoveries in Automotive Attribution on Facebook Live.

AutoHook & Clarivoy Join Forces for the Most Action-Packed Dealer Panel of 2017

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THE DATA DOESN’T LIE: 

SHOCKING DISCOVERIES IN AUTOMOTIVE ATTRIBUTION

Co-Authored by David Metter of AutoHook powered by Urban Science, & Steve White of Clarivoy

An unprecedented occurrence has taken place as the automotive industry prepares for the upcoming DrivingSales Executive Summit, October 22nd - 24th, at the Bellagio in Las Vegas. Two vendors, two of the industry’s most recognized names in proving sales attribution, have combined forces with marketing leaders from the nation’s top dealer groups to deliver the most unbiased, action-packed panel discussion in auto conference history.  

Before we reveal why this atypical panel lineup is worth attending, we first want to inform you of what this session is NOT going to be. This is NOT a reiteration of the importance of attribution when it comes to eliminating marketing waste. This is NOT a theoretical account of big data’s potential impact on improving your daily sales operations. This is a collaborative, all boots on the ground ATTACK on the two topics that have been plaguing dealerships for far too long: big data and attribution.

AutoHook Co-Founder & President, David Metter, and Clarivoy CEO & Founder, Steve White, will be co-moderating a dealer panel that will leave attendees with a multi-dimensional, crystal clear picture of how successful dealers are already using big data and advanced attribution models to do the only thing that matters to them: sell more cars.

Attendees will get a first-hand account from Marketing Directors at the nation’s leading dealer groups about how they are taking action and selling cars using data they already have available combined with technology that they’ve already implemented.

Both AutoHook and Clarivoy have differentiated themselves in the industry for their unrivaled ability to define the path that resulted in a vehicle sale. However, these two companies go about solving attribution problems from two different angles and perspectives. But, what they both always agree on is that the dealer’s perspective is the one that matters most. Dealers are not, nor should they ever be expected to be data analysts or mathematicians. It should never be a dealership’s responsibility to scrutinize the 20 different vendor reports they receive in a typical month and find trends that point to success or failure in their marketing and sales operations. It should never be the dealer’s job to assign fractionalized credit to the multiple touchpoints that led to a sale.

Too often, dealerships are debilitated by the excessive amount of one-sided vendor reports that flood their inbox every month. What good is all this data if it doesn’t include an instruction manual that pinpoints exactly what’s working and what’s not?

If you use outdated attribution models, you’re essentially making marketing decisions based on 10% of what is actually happening. That is a HUGE marketing blind spot that can lead to tens of thousands of dollars wasted on sources that don’t convert.

Wouldn’t it be refreshing if you could get a clear view of your sales and defection trends all in one place? Or quickly identify deficiencies in both your internal and external processes so that you can more efficiently assign responsibilities to your staff and get more ROI out of your third-party lead or traffic drivers?

What dealers have been lacking is a complete, 360° view of their sales operations, as well as the sales they lost to their biggest competitors. How can you improve the way you sell cars if you’re unaware of the leads in your CRM that have already purchased somewhere else? There is a reason for every lost sale, and that reason is exactly what you should use to take action and reclaim lost opportunities.

Attend this session and you will take away a lot more than the inspiration and motivation you need to take action. You will walk away with a game plan that you know has already proven to help individual dealers and dealer groups sell more cars and increase their market share. The topics of big data and attribution will transform from headaches, confusion, and irrelevant, obscure numbers into actionable steps to improve the way you operate today.

WHAT YOU’LL TAKE AWAY:

  1. Learn the fastest methods of uncovering actionable sales and defection trends hidden within your data.
  2. Define the sources responsible for your greatest opportunities and losses down to an individual salesperson, lead or traffic source, competing brand or dealer, and more.
  3. Eliminate “Marketing Blind Spots” and grow your market share using the automotive industry’s latest and most accurate attribution models.

Do yourself a favor. DO NOT leave Las Vegas deprived of this vital and enlightening knowledge. DO NOT return to your dealership in the dark. Join AutoHook, Clarivoy, and their panel of top dealers, to finally get a clear and complete view of your market and how to outshine the competition. 

THE ACTION STARTS TUESDAY, OCTOBER 24TH AT 9:50 AM SHARP AT THE BELLAGIO IN MONET ROOMS 3 & 4!

5 Reasons to Visit AutoHook at Digital Dealer 23

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1. Get the Power to Cut Your Lost Sales in HALF!

Gain the power to know what you're losing. AutoHook is excited for the official launch our newest solution, Traffic Conversion Analysis (TCA) taking place exclusively at Digital Dealer 23. TCA is the first-ever report that allows you to view and compare your own sales data versus the sales you lost, and defection trends to competing dealers or brands in your market. TCA instantly delivers a 360° analysis of your CRM data - exposing your greatest areas of lost sales opportunities tied to a specific competitor, salesperson, zip code, model, lead source, traffic source, or even time frame.

Using insights derived from TCA, dealers will have full control over their sales and marketing operations. The report is revolutionary in that it allows dealers to identify detailed lost opportunities tied to an individual salesperson, using data only hours old.

Read more about TCA >>

DON'T LOSE ANOTHER SALE! See how this Morrie's Automotive Dealership recouped over 50% of their lost sales opportunities using TCA. Read the Case Study >>


2. Channel Your Inner Celebrity & Take a Free AutoHook Limo

AutoHook is honored to once again be your #DD23 Transportation Sponsor! Whether it's your first time in Vegas or your 100th, cruise around the strip the way it was meant to be seen... from an AutoHook Limo - fully equipped with beverage service and free giveaways!

AutoHook's Limo Schedule:

  • Monday - 9:00am - 1:00am
  • Tuesday - 9:00am - 1:00am
  • Wednesday - 9:00am - 5:00pm

TO GET A FREE RIDE: Text the word "AutoHook" to the phone number 55678. Your personal driver will then contact you and take you to the next glamorous destination of your choice.

Want even more fun? Who can take the best picture in an AutoHook limo? Tag #AutoHook & #DD23 in your Limo Pics!


3. Join David Metter on Tuesday 9/19 to View Your Market's Sales Trends From an Entirely NEW Perspective...

On Day 2 of Digital Dealer, David Metter will present, The Uncut Story Your CRM Can't Tell You. Witness this eye-opening session Tuesday, September 19th at 2:35 PM in Versailles Room 1. David will give dealers first-time visibility into their market's sales trends and demonstrate how to:

  • Define your greatest opportunities and losses tied to a specific lead or traffic source, salesperson, model, day, or zip code.
  • Identify defection trends of competing stores or brands in your market to reduce lost sales.
  • Continuously grow your market share by understanding what you’re losing.

Read more about David's Session Here >>


4. Get an In-Depth Review of Your Dealership's Performance

Meet AutoHook's Client Services Team face-to-face and review the results of your test-drive incentive campaigns. We’re not just there to throw numbers at you. We also provide our dealers with full circle execution on how to reduce lost sales and grow your market share using AutoHook's custom incentive solutions. We'll even set up customized, targeted campaigns for you. Learn about our latest technology (TCA) and make sure you're getting the most out of your current solutions! 

If you're already an AutoHook client, let your Client Services Specialist know you’re heading to DD23 and we’ll have a report on your dealership’s latest results ready to review with you.

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Interested in learning how AutoHook delivers scientifically proven sales and showroom visits? We know your time is both limited and valuable. Get a $25 Reward if you complete a quick Demo at BOOTH 1035!

Or just stop by to say hello and pick up some free swag...


5. We Know How to Celebrate at Midnight

Last but not least, AutoHook is very much looking forward to sponsoring the Midnight in Paris Attendee Party - Tuesday, September 19th from 8-11 PM at the Chateau Nightclub & Gardens at the Paris Hotel & Casino. Join the team at one of sin city's most exclusive outdoor venues.

See you in Vegas auto people!

The Uncut Story Your CRM Can’t Tell You

You Can’t Win Without Knowing What You’re Losing

by David Metter

It’s hard to solve a problem you don’t know exists. Solutions become unreachable if you don’t know the root of the issue or the source it stemmed from in the first place. The same concept applies to the sales and BDC operations inside every existing dealership. Too often, we get caught up in the day-to-day routine and can only see what’s directly in front of our eyes. We lose sight of the big picture. We look to our CRM and DMS data to identify areas of success and failure. We then use that data to attempt to make decisions and changes to the way we operate. The problem, is that this data is one-sided, one-dimensional, and only one piece of a much larger picture.

It’s a lot like attempting to run a race with your eyes closed. Without the power of sight, you won’t know if your opponents are in front of you or gaining speed behind you. You won’t be able to see the finish line. What’s the point of running towards a goal you can’t see? In order to solve the problems within your sales operations, you need the power of sight, metaphorically. You need to be able to look at your entire market from a 360-degree vantage point so that you can identify sales trends along with the sources of your greatest opportunities and losses.

Sales and service data, believe it or not is the key to being able to see your market from an omnipotent perspective. It’s just a matter of where you get the data and how you use it. Ninety-day old sales metrics can be helpful, but in order to truly see what’s going on within your PMA, dealers need to know what sold and didn’t sell as of yesterday – not 90-days ago given the infinite variables that affect this industry on a daily basis. To most of us, data is just a collection of numbers, charts, and graphs that lack meaning. But what if you had the ability to detonate and mobilize data to make it work for you? That’s when data becomes valuable – when you can turn it into actions that result in more sold cars and less lost opportunities.

If you only draw conclusions based on your CRM’s sales and lead data, you can only quantify the effectiveness of your own sales. But it’s equally important to have the ability to identify defection trends to competing dealerships or brands in your market. How many of your customers purchased from somewhere else? Which dealers are you losing the most sales to? How many customers did you lose over a certain date range? Which competitors did you lose them to? How many units per day are you losing to a specific store? Can you pinpoint areas of lost sales tied to a specific salesperson or lead source?

When you have the ability to answer these types of questions, then and only then do you have what you need to take control of your marketing and sales processes. If you want to successfully grow your market share and cut your losses, you have to know exactly what you’re losing, where you’re losing, and who you’re losing to. The right data, will show you a clear snapshot of which models on your lot present the highest level of opportunity. It will show you which leads in your CRM have already purchased so you don’t waste time and money trying to reach people no longer in market for a car. The right data will determine if you are losing sales based on internal or external factors. It will show you the top 10 zip codes where you’re losing the most sales. It will show you by name which members of your sales and BDC staff have the highest closing rates, as well as who is allowing the most opportunities to fall through the cracks. It will empower you to make better decisions with staffing, training and employee responsibilities based on a more thorough analysis of your business.

From my years of experience as the General Manager of a dealership and as the CMO of a large dealer group, I am very aware of the fact that dealers are not data scientists, nor should they ever be expected to be. Your only job is to sell cars and to reduce the rate of lost sales to the competition. But you can’t stop losing sales if you don’t have the near-real time data to expose why you lost them in the first place. And it’s not only about having access to the fastest data or the best data – that’s only half the battle. It’s also about working with the people that know how to extract the most impactful, actionable pieces of that data and that possess the technology needed to execute a strategy that results in fewer losses and more incremental gains.

My session, “The Uncut Story Your CRM Can’t Tell You” at Digital Dealer 23, will provide dealers with never before seen visibility into their market conditions so that missed opportunities can be turned into closed sales.

Attend this session and learn how to:

  • Define your greatest opportunities and losses tied to a specific lead or traffic source, salesperson, model, day, or zip code.
  • Identify defection trends of competing stores or brands in your market to reduce lost sales.
  • Continuously grow your market share by understanding what you’re losing.
  • Identify defection trends even down to your individual salespeople that are in your showroom. Know more about what’s going on in your dealership and the dealerships around you.

The Digital Dealer 23 Conference & Expo will be held this Sept. 18-20th in Las Vegas, NV. Register now to start building your agenda by choosing from more than 100+ sessions!

***Article originally posted on DigitalDealer.com.

5 Reasons to Attend PCG’s Automotive Engagement Conference

1. The Mission…

QUALITY > QUANTITY

Unlike any other conference in digital history, the Automotive Engagement Conference began as a collective mission to expose all digital entities guilty of not delivering QUALITY, measurable solutions to dealers. It all began as a dream, or more so, it began when industry leaders started waking up to a big problem. Study after study found evidence of dealerships paying for website traffic that consisted of BOTS – not humans – not actual people that were capable of purchasing a car, let alone converting into a showroom visit. The unfortunate reality is all too often digital advertising sources are charging dealers big bucks for clicks and impressions that did not engage with their website or the content and lead forms within it.

Orbee, an automotive software company that specializes in identifying bad website traffic, determined up to 60% of dealerships’ paid traffic, and up to 80% of their overall website traffic is coming from non-humans (or bots). Furthermore, Orbee’s late 2016 Automotive Website Traffic Quality Report stated, “Bot traffic is a $7 billion problem for the advertising industry and with dealership digital marketing budgets averaging $30-50K per month, the automotive industry must address this issue to prevent massive waste in digital adverting spend.”

Last year, Brian Pasch, host of the AEC Tour, began the PCG Engagement Project in efforts to measure the quality of traffic coming to dealer websites. “Once dealership managers understand the impact of not measuring engagement – their advertising blind spot — they will act to get their website(s) configured to start tracking engagement,” said Pasch.

Pasch’s mission to expose these “sharks” along with the rate of waste occurring under the radar was something AutoHook ethically HAD to get involved with. The AEC Tour isn’t your ordinary pay-to-play conference where vendors spend thousands of dollars just to get their product in front of dealers around the country. This is a movement. This is a collective mission to hold ALL automotive agencies and vendors accountable for providing their dealer clients with accurate reporting that shows their solutions deliver actual human traffic, capable of converting into a sale.

2. The Experts…

PCG has hand-picked the companies and presenters listed below because of the simple fact that their solutions are all proven to increase consumer engagement, and most importantly, increase sales from all lead opportunities. 

LEARN FROM AWARD-WINNING AUTOMOTIVE MAR-TECH EXPERTS

 

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3. The Content…

Dealers will learn proven methods to:

  • Accurately measure their website’s engagement metrics to further increase conversion rates and ELIMINATE areas of waste in their marketing spend.

  • Leverage marketing automation tools to create relevant advertising optimized by consumer engagement.
  • Improve their online communications strategies to increase conversions: leads, calls, chats, and text messages.
  • Lead their dealership in a digital age and protect your store from Digital Sharks!

AutoHook President, David Metter, will be presenting:

“99 Problems but the Data Ain’t 1” – Check out the teaser video below.

4. The Value…

+ $300 WORTH IN MATERIALS

+ AWESOME SWAG BAGS AND FREE PRIZES!

5. AutoHook Will Cover Half Your Ticket…

Tickets for the event cost only $50. Have you ever attended a conference for just $50? When you visit AutoHook at a city near you, we’ll reimburse you for half your ticket cost with a $25 Visa Card.

We’ve Got the Data! Now What? (Top 3 Takeaways from the J.D. Power Data Expert Panel)

by David Metter

If anyone experienced the great misfortune of not being able to attend AutoHook’s J.D. Power AMR panel that had attendees lined up against the walls, I’ve got you covered. Below is a condensed collection of key insights from the session, We’ve Got the Data! Now What?

I know you’re probably all tired of hearing the term “big data.” You may even be a little nauseous from it – thus the critical need for this panel and the recap below.

First, let me formally introduce our superstar lineup. I do have to take a moment to say these leaders are not just auto experts with impressive titles. Each has proven a genuine desire to improve the way our industry operates and the way we share data for the benefit of all – and that’s huge.

It’s funny (and a little ridiculous) how often the solutions to the world’s biggest problems come from plain old common sense. We all have a tendency to overcomplicate even the most evident of concepts. Perhaps the secret to solving all this big data ambiguity is to take a step back and “under-complicate” the idea.

Three overarching themes dominated our big data discussion:

1. The largest obstruction to big data in the automotive industry is the automotive industry itself.

 Pictured (left to right): Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, & David Metter

Pictured (left to right): Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, & David Metter

I’m not pointing any fingers, but it’s no secret that our three-tier system makes things more difficult. It creates large disconnects in communication from one layer to the next. Dean Evans points out, “We know at Hyundai you can’t do decent business today unless you are connecting those layers.”

We also know it’s rare for what happens at the dealer level to be properly recorded and communicated at the OEM level. That’s just how it is. Allow me to propose an idea. If knowledge is power, then sharing data is power. Imagine the influence we could claim if we all stopped being selfish with our data. A united industry is an unbreakable industry.

Kelly McNearney adds, “The challenge for tier three in this big data game is getting some team spirit going where dealers will actually share with the OE and the OE will share with the dealers, and then you’ve got really powerful stuff you can use. Then you can really start to understand who your consumer even is and what their actions are.”

We’ve completed step one, identifying the problem. Now it’s time to complete step two, taking action to solve the problem. So, who’s taking action? AutoHook already has by opening our API and the attribution data that comes with it to the entire industry free of charge. CDK and Dealer.com are doing it by creating centralized data dashboards so OEMs can have a better view of the consumer sales data collected at the dealership level. So who’s next?

2. More data is not necessarily better.

 Pictured: Jenny Watson & David Metter

Pictured: Jenny Watson & David Metter

The secret is not obtaining more data. Sometimes it’s about doing more with what you have at your fingertips. It’s about taking smarter, more efficient actions. What’s the end goal? Jenny Watson says, “At the end of the day it’s really about units sold and the number of repair orders generated,” and she’s right! More is not better. It’s just more. An emphasis on obtaining more data may be the root cause of why the subject has become so complex.

It’s also important to note that each channel has its own specific set of measurable KPIs. Regardless of what they are, if you can’t validate that these channels resulted in a sale or a service order, then don’t waste your money advertising on them. It’s that simple.

3. Data Management Platforms (DMPs) are important to use and understand, but never at the cost of simple, actionable insights.

DMPs have been around in other industries for years. In a lot of ways, they’re starting to replace that “big data” term. Both dealers and OEMs should take advantage of these systems in order to better serve their network. Dean Evans says, “Feeding the dealer network is always paramount.” In addition, because of our three-tier system, the auto industry has the most complicated business model in existence. Therefore more than anyone, we need DMPs. They exist and are designed to help us – so use them.

Erik Lukas shined a lot of light on this subject. “There’s room for both,” he says. “There’s the big insights that come from DMPs that we need to unlock, but you still can’t ignore some of the things that are right in front of your face.” Erik gives the example of Subaru’s highly successful Dog Tested campaign and how it all began. “A key insight for us that we spawned a whole campaign off of was that 2/3 of Subaru owners own pets, and of those, 70% are dogs. Clearly, that’s not a big data or DMP derived result, but we built a whole disruption campaign around this one key insight and it’s really resonated with our customers.”

Kelly McNearney is a big advocate of DMPs especially for the automotive vertical. However, she speculates DMPs are perhaps given too much credit. “Some of the best data we have is actually something quite small, but that we can take action on,” said Kelly. She followed that up with a great example. “In the month of November for the past three years in a row, searches for tires have been at an all time high. That is a useful piece of data and that’s not from a machine, it’s not from a DMP, it’s just a simple Google Trend.”

To conclude, if you’re going to remember anything, remember these three things:

  • The only way for us to overcome barriers across tiers is to knock down the egotistical walls that separate us and work together.

  • Instead of more, more, more, when it comes to big data, remember that the end goal is to increase sales and revenue at the dealership level.

  • And lastly, do your research on DMPs and allow this tool to help you – but never ignore the immense potential of a single statistic such as 67% of Subaru owners are animal lovers.

Click here to watch the complete live recording of the J.D. Power AMR panel, We’ve Got the Data! Now What? 

10 Most Memorable Quotes from the J.D. Power Automotive Marketing Roundtable

The 11th Annual J.D. Power Automotive Marketing Roundtable

AutoHook was honored to attend the 2016 J.D. Power Automotive Marketing routable at the Bellagio, Las Vegas. From Tuesday, October 25th - Thursday, October 27th, we had the privilege of networking with some of the most brilliant leaders in our industry. Things can get a little chaotic between fast-paced sessions and panel discussions, meetings, parties, and catching up with all our friends, clients, and partners.

We've taken the liberty to bring you the 10 very best, most memorable quotes of 2016 - straight from the mouths of automotive's smartest minds themselves. 

1. “Don’t start with the big data, start with the business needs first. Identify them and then work backwards. I hear too much of let’s get big data let’s get DMPs in the room, but we need to start with the business needs first.” 

- Dean Evans | Chief Marketing Officer, Hyundai Motor America

2. “If there’s ever any hope of attributing all these touch points along the shopping journey, you’ve got to have some place where all the data rolls up and you can analyze it as one set.”

- Erik Lukas | Retail Digital Operations Manager, Subaru of America

3. “There’s no silver bullet when it comes to KPIs. Big Data has become a muse for creativity.” 

- Trace Przybylowicz | Autos Lead: Industry Relations, Facebook

4. “The challenge for tier 3 in this big data game is getting some team spirit going where dealers will actually share with the OE and the OE will share with the dealers, and then you’ve got really powerful stuff you can use. Then you can really start to understand who your consumer is and what their actions are.”

Kelly McNearney | Senior Automotive Retail Strategist, Google

5. “A discussion that seems to be both prevalent and imminent is around DMPs. Data management platforms are almost replacing that ‘big data’ term.” 

- David Metter | President, AutoHook powered by Urban Science

6. “A DMP can really give you a full view of who your customer is and how to personalize that experience – that’s the holy grail – making sure your marketing investments are put in the right place.” 

Jenny Watson | Digital & Performance Marketing Expert

7. “Because everyone is online shopping at the dealer’s site, the dealers have a wealth, almost a paralyzing wealth of information. Using that to understand and to empower their marketing - online marketing efforts in particular - can make them much more efficient and vastly more powerful in what they do.”

Jason Knight | COO & Co-Founder, Lotlinx

8. “Unfortunately too many businesses today do focus just on the transaction and not the experience. We assume people don’t want to be there so we treat them that way. The truth is, people don’t come back if it’s not a great experience. If it’s just a transaction, how is that a great experience?”

Beau Boeckmann | President, Galpin Motors

9. “With big data comes big challenges in verifying consumer data. We need free from fraud, viewable consumer content and data.” 

- Mark Pearlstein | Chief Revenue Officer, DoubleVerify

10. “55% of advertisers consider themselves beginners in mobile advertising – that’s alarming.”

Christian Fuller | Chief Relationship Officer, Search Optics

 Pictured (left to right): Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson

Pictured (left to right): Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson

 Pictured: Christian Fuller

Pictured: Christian Fuller

 Pictured: Beau Boeckmann

Pictured: Beau Boeckmann

 Pictured (left to right): Joe Gumm, Bert Boeckmann, Beau Boeckmann, and Bridget Fitzpatrick

Pictured (left to right): Joe Gumm, Bert Boeckmann, Beau Boeckmann, and Bridget Fitzpatrick

 Pictured (left to right): Jeremy Anspach, Trace Przybylowicz, Myles Rose, Miran Maric

Pictured (left to right): Jeremy Anspach, Trace Przybylowicz, Myles Rose, Miran Maric

 Pictured (left to right): Andy Jacobson, Kamakshi Sivaramakrishnan, and Mark Pearlstein

Pictured (left to right): Andy Jacobson, Kamakshi Sivaramakrishnan, and Mark Pearlstein

 Pictured (left to right): Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, & David Metter

Pictured (left to right): Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, & David Metter

 Pictured (left to right): Jenny Watson and David Metter

Pictured (left to right): Jenny Watson and David Metter

AutoHook’s Vegas Adventure: DSES & JDPowerAMR Highlights

Brought to you by the AutoHook Marketing Team

Last week, the AutoHook team had the privilege of attending these two back-to-back events at the Bellagio Hotel in Las Vegas. Our Vegas adventure began with the DrivingSales Executive Summit, or the “perfect storm of awesomeness,” according to DrivingSales Founder & CEO, Jared Hamilton, and ended with the J.D. Power Automotive Marketing Roundtable – a sophisticated gathering of the smartest minds in data, analytics, and automotive marketing.

 

SUNDAY, OCTOBER 23RD - THURSDAY, OCTOBER 27TH

AutoHook Limos

 Pictured: April Rain

Pictured: April Rain

MONDAY, OCTOBER 24TH

AutoHook Booth & Twitter Board

Thank you to all who stopped by our booth. It was awesome sponsoring the GIANT twitter board in the main ballroom. We were honored to keep the tradition alive!

 Pictured: Lindsay Kwaselow, Ani Hagopian, Danny Benites, Andrew Pargoff, Brad Somervell - and can't forget KEVIN FRYE on the twitter board!

Pictured: Lindsay Kwaselow, Ani Hagopian, Danny Benites, Andrew Pargoff, Brad Somervell - and can't forget KEVIN FRYE on the twitter board!

Team Dinner at Yellowtail Sushi (Bellagio)

A little team-bonding with an incredible view and incredible food AND service.

 Pictured: Ani Hagopian, Lindsay Kwaselow, Andrew Pargoff

Pictured: Ani Hagopian, Lindsay Kwaselow, Andrew Pargoff

TUESDAY, OCTOBER 25TH

Innovation Cup Awards

Congratulations to Steve White of Clarivoy for being the 2016 Innovation Cup Award Winner! Clarivoy came out on top and impressed the judges with their proprietary TV Analytics solution. Their new solution is designed to match advertising spot data with website visitors, providing a transparent snapshot of which TV ads influence sales.

 Pictured: Jared Hamilton and Steve White

Pictured: Jared Hamilton and Steve White

The four other Innovation Cup finalists also deserve a special shout out and recognition for their participation in the event. More importantly, we commend these industry leaders for their efforts to change the automotive landscape for the better, through new and groundbreaking technology. Congrats to finalists, Tarry Shebesta, President of DriveItNow & Partner at GoMoto, Tom Gallaher, Co-Founder of AutosOnVideo, Bryan Harwood, CTO of Outsell, and Eric Miltsch, President of DealerTeamwork.

 

DSES ---> J.D. Power AMR

The chaos got real during the transition from the DrivingSales Executive Summit to the J.D. Power Automotive Marketing Roundtable. Thankfully, AutoHook leveraged some unbreakable teamwork (and a much needed rolling cart) in order to move from the Bellagio Ballroom to the poolside cabanas (in record time of course).

We all got a nice workout during what felt like a six-mile hike down to the pool. Except for our Client Services Manager, Ani…she got a VIP ride with all our swag boxes, courtesy of our Business Development Team Lead, Travis.

Venus-Pool-910419.jpg
 Pictured: Ani Hagopian & Travis Laufle

Pictured: Ani Hagopian & Travis Laufle

The J.D. Power AMR Kickoff Gala

Complete with live musical entertainment, delicious hors d’oeuvre stations, a fully stocked bar, a silent auction (…signed Taylor Swift poster anyone?) and only the best of the best were in attendance at the poolside kickoff party.

 Pictured: Kelly Carven, Ani Hagopian, Travis Laufle, Andrea Demma, and TAYLOR SWIFT

Pictured: Kelly Carven, Ani Hagopian, Travis Laufle, Andrea Demma, and TAYLOR SWIFT

WEDNESDAY, OCTOBER 26TH

This was definitely the most jam-packed day of the week. So many sessions to see, data insights to absorb, and important connections to be made!

AutoHook’s Big Data Panel - We’ve Got the Data! Now What?

If anyone suffered the unfortunate tragedy of not being able to attend the J.D. power panel that had attendees fighting for seats and lined up against the walls, don't worry. Watch out for the official panel recap coming next week.

 Pictured: Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, and David Metter

Pictured: Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, and David Metter

Poolside Meetings at our Bellagio Cabana

AMR Connect

The rooftop of Drai’s nightclub served as the perfect atmosphere to connect with industry peers while overlooking the Las Vegas Strip. Thank you to Deep Root Analytics for sponsoring this great networking event.

A Night at Surrender

The AutoHook team sponsored our very own cabana at Surrender Nightclub Wednesday night at the Wynn. During the party, we met a lot of incredible people, got in some good team-bonding, and networked like we’ve never networked before! 

THURSDAY, OCTOBER 27TH  

The team attended several content-packed sessions and ended the trip feeling inspired, armed, and ready for 2017.

 Pictured: Roman Lesnau, Linda Yaccarino, Edward Erhardt, Steve Lanzano, John Tierney, Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, and David Metter

Pictured: Roman Lesnau, Linda Yaccarino, Edward Erhardt, Steve Lanzano, John Tierney, Dean Evans, Kelly McNearney, Erik Lukas, Jenny Watson, and David Metter

…Until next time Vegas. 

 

 

Cabana confessions: From the NADA Convention in Florida

Earlier this month, the HookLogic AutoHook team ventured to Orlando for the 96th NADA Convention & Expo. At the event, HookLogic hosted clients, industry friends, and partners at a poolside cabana on the grounds of the HOTEL NAME. Hot topics of conversation include: Together, we're stronger than the sum of our parts: ActiveEngage, a partner of HookLogic and the leading provider of chat solutions in the automotive industry, came by to chat with us. The main topic of conversation was, "How can we better join forces to arm dealers with more data." Basically, "Let's help our clients sell more cars than ever before." The takeaway from this conversation was that we need to amplify our message and better communicate the HookLogic-ActiveEngage value proposition.

Ultimately, many dealers are still unaware of what this partnership really means for them. Once they know, the rest will fall into place. Basically, dealers who implement ActivEngage's flexible live chat on their websites turn, on average, eight out of 10 conversations into qualified leads and gain granular insights into what individual shoppers are in market to buy. Dealers leveraging in the integrated HookLogic-ActiveEngage solution are able to take this a step further and target those shoppers with the highest purchase intent into local dealerships with targeted incentives.

On that note, keep your eyes on your inbox for an invitation to a HookLogic-ActiveEngage webinar in the near future.

 

 

HookLogic Launches Mobile2Show

Hooklogic introduces mobile2show

HookLogic Helps Auto Dealers Conquest Customers Away From Competitors New York, NY— January 21, 2015 – HookLogic, the global leader in commerce search advertising and premium provider of lead-generating incentive solutions for automotive dealers, today announced the launch of Mobile2Show, a best in class mobile targeting and showrooming solution. Mobile2Show targets competitive dealership/brands in the mobile environment, both on the dealer’s site as well as other local and regional sites, and drives prospects away from competitors and into the dealership’s showroom.

“Mobile usage has become an important part of the car buying process. Over 60 percent of customer’s visiting an auto dealer’s lot will use their smartphones to simultaneously shop the competition. And two thirds of those will leave that dealership and visit another store within a day. This is called showrooming. Now, more than ever, dealers need a mobile strategy,” said David Metter, president of automotive for HookLogic.

Mobile2Show "Showrooming" Solution from David Metter on Vimeo.

Mobile2Show helps dealers to conquest customers away from a competitor’s dealership and into their showroom. Its responsive design enables the display of a call to action on mobile devices or the dealer’s mobile site. Once clicked, the incentive is delivered by email or text message and the customer is promptly connected to the dealership through the e-delivery of driving directions, or via phone.

HookLogic’s user interface has over 19,000 franchised dealerships precisely mapped out, making it an easy process for dealers and OEMs to locate and choose specific competitive dealerships to target with Mobile2Show. When a customer at a targeted competitor searches the dealer’s or OEM’s site, a dynamic offer pushes the customer out of the competitor’s dealership and into the Mobile2Show dealership for a test drive. Once at that dealership, the customer redeems their offer via a simple 30-second process that precisely attributes the showroom visit and sale back to the mobile offer. Mobile2Show is the first true automotive showrooming solution tied to HookLogic’s award-winning attribution engine, which can directly attribute sales at the dealership, and in most states, from other dealerships as well.

Should the customer fail to visit the dealership’s website while showrooming, HookLogic’s dynamic incentives enable Mobile2Show to target customers browsing on hundreds of other mobile websites and apps powered by Verve Mobile. Each dealership and OEM can customize the targeting of customers based on geographic region and local Auto Intenders. Mobile2Show can also retarget consumers that showed interest in an earlier mobile visit, enabling dealers to reach the right customer at the right time with the right offer...

“Our dealers and OEM partners can protect their own backyard, conquest around competitor’s dealerships, and even retarget opportunities,” said Metter.

Mobile2Show is the latest addition to the AutoHook Suite of Solutions which includes: Web2Show, a tool that converts traffic from the dealer’s website into more showroom visitors. Prospects that visit the dealer’s site are invited to choose a free gift, redeemable by visiting their showroom. And Lead2Show, a tool that maximizes the dealers 3rd party leads using scoring via data partners, such as Polk and Dataium, to immediately identify the highest intent to buy customers.

To schedule a demonstration of Mobile2Show or any of the AutoHook Suite of Solutions at NADA 2015, January 23-25, or at any time, click here and fill out the quick form.