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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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Presentation Transcript
  • 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
it is a tangled web we weave
It is a Tangled Web We Weave!

All leads are treated the same!

key automotive assets
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

the power of analytics
The Power of Analytics
  • Prioritization
    • Lead Follow Up
    • Lead Purchase Optimization
buyers sellers

What is the impact of

Lead Prioritization

on Buyers and Sellers

at the point of purchase?

it comes down to this
It comes down to this…




But the current model isn’t working very well…

how do buyers address quality today
How do BUYERS address QUALITY today?
  • “Brand Sourcing”
    • Edmunds, Yahoo!, MSN, AOL, KBB,, 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 %
so what is the problem
So what is the PROBLEM?

All leads are not of the

same quality

…even those from the “best” sources

10s close 5x higher than 1s
10s Close 5X Higher than 1s

Outcome Analysis of 73,287 Leads

Bought, New or Used, Any Dealer, 45 Days

how can we change the model
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
impact on lead generators
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”