Okay - this gets exciting so follow me here...
Over the past few months, we have been talking about "Building the Ultimate Attribution Engine”. As part of that story, we introduced our new Purchase Analysis Reports powered by IHS Automotive, driven by Polk.
Over the next few months, we are going to break down sales data by OEMs, vendor partners, and marketing campaigns. Drawing the line between digital marketing and a sale in the showroom has always been blurry..until now. You are about to see why HookLogic is used by so many dealerships and manufacturer programs.
The data and results in the below "info-ish-graphic" represents the real results for 193 dealerships using HookLogic's Web2Show feature and are on the Dealer.com website platform. There's quite a bit of information included so lets break it down, starting from the top and moving our way to the bottom.
Before we get started - I would like to point out that we have partnered with Polk to help acquire and validate the lead close rates for our customers. This is provided by matching all leads to Polk’s census of vehicle registrations for actual close rates of all new and used vehicles purchased by the consumer submitting the lead. You can’t get any better than the data Polk provides.
Moving on...
Starting from the top, you see "Leads Generated". During the months of January 2013 – June 2013 HookLogic Web2Show generated 29,577 leads for dealers on the Dealer.com platform. Of the 29,577 incentivized vehicle shoppers, 9,814 customers walked into a dealership during this time frame to test drive a vehicle. Of the total amount of leads submitted, 1 in 3 showed up at the dealership for a 33% Lead to Show rate.
Now lets get to the final result - A SALE!
Of the 9,814 incentivized customers that walked into this group of 193 dealers for a test drive, 6,320 or 65% Purchased a Vehicle between 1/1/13 – 6/30/13.
