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Weed Out the Tire Kickers PowerPoint PPT Presentation


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Prioritize Your Leads. Weed Out the Tire Kickers. Introduction. Speakers Mike Spadafore/R. L. Polk & Co. – leading international provider of automotive intelligence and marketing solutions

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Weed Out the Tire Kickers

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Prioritize your leads l.jpg

Prioritize Your Leads

Weed Out the Tire Kickers


Introduction l.jpg

Introduction

  • Speakers

    • Mike Spadafore/R. L. Polk & Co. – leading international provider of automotive intelligence and marketing solutions

    • Jeff Raab/Detroit Trading Company – largest automotive lead exchange for the trade of new car and auto finance leads

  • Agenda

    • Lead marketplace review

    • Leveraging data and analytics

    • The advanced exchange model

    • A better way forward


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It is a Tangled Web We Weave!

All leads are treated the same!


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Key Automotive Assets

Owner and Service Data

  • Internet leads as a competitive asset

  • Customers demand quality “Internet Conversations”

  • Need to optimize the number of leads per salesperson

Internet Leads


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The Power of Analytics

  • Prioritization

    • Lead Follow Up

    • Lead Purchase Optimization


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BUYERS & SELLERS

What is the impact of

Lead Prioritization

on Buyers and Sellers

at the point of purchase?


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What BUYERS want…

QUALITY

VOLUME


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What SELLERS want…

REVENUE


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It comes down to this…

QUALITY

REVENUE

&

But the current model isn’t working very well…


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How do BUYERS address QUALITY today?

  • “Brand Sourcing”

    • Edmunds, Yahoo!, MSN, AOL, KBB, Cars.com, AutoTrader

  • Outcome Data Measurement

    • Rate suppliers based on closing %

    • Adjust lead flow from various lead gen sources

  • Pay For Performance

    • Increased payout based on lead closing %


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So what is the PROBLEM?

All leads are not of the

same quality

…even those from the “best” sources


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Brand Sourcing vs. Lead Scoring


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10s Close 5X Higher than 1s

Outcome Analysis of 73,287 Leads

Bought, New or Used, Any Dealer, 45 Days


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How can we change the model?

Take Advantage of Lead Scoring at Point of Purchase

  • Use predictive intelligence to buy exactly what you want

    • Buy leads based on their score

    • Pay a price based on the value of the lead

  • Improve operational efficiencies

    • 10s close 5X higher than 1s – Buy the 10s

  • Dynamic, Market-Driven Pricing

    • Pricing based on ‘Propensity to Buy’

    • Increased focus on ROI, less on cost per lead


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Impact on Lead Generators?

  • Get paid a premium for your highest quality leads

    • Every source has high-value leads

    • Let buyers compete for your best leads

  • Access to More Buyers

    • Lead Scoring vs. Brand Sourcing

    • Level playing field in an open market

  • Benefit from Market Pricing

    • “Best Price for your Best Leads”


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QUESTIONS?


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