Attribution

The Untapped Source for Attribution Learnings: Customer Reviews

Understanding the factors that influence a customer’s purchase decision is such a thorny issue that our industry devotes an entire conference focused solely on analytics and attribution. Dealerships continue to invest in tools that provide only a partial view of how and why a customer purchased a vehicle. To get a more complete picture of […]

How Can Dealerships Use Attribution Data?

How should automotive dealerships think of attribution? Is last-touch attribution dead, and what should dealers do with the attribution data they collect, however imperfect it is? These and other questions were the focus of a DealerRefresh Roundtable, hosted by Ryan Gerardi, founder and CEO of AutoConversion. During the roundtables, sponsored by Cars.com, automotive thought leaders […]

AAAS 2017: It’s Time to Redefine Automotive Analytics and Attribution

On the first day of the Automotive Analytics & Attribution Summit, host Brian Pasch asked a blunt question: do you trust the data and reports from your third-party analytics vendors? Most of the attendees – key decision makers of dealer groups — said they do not. It’s clear from the AAAS 2017 event that the industry […]

Decluttering Attribution Data: Interview with Clarivoy & Cars.com

Cars.com Senior Director of Data Strategy, Brian Archey, sits down with Clarivoy Founder & CEO, Steve White, to discuss how dealers can cut through the clutter when it comes to making their marketing spend go further.

Is Google finally scrapping last-click?

Last-click attribution might be on its last mile – finally. On May 23, Google announced a new product, Google Attribution, that will help businesses more effectively measure how well their marketing investments across multiple customer touch points contribute to sales. “For the first time, Google Attribution makes it possible for every marketer to measure the […]

New Study Shows Cars.com Fuels Dealership Growth

Just how much impact does a third-party site like Cars.com have on dealers’ sales, service, and growth? Cars.com partnered with analytics firm Transparency to find the answer by analyzing dealer data across the United States. The results underscore the value of Cars.com’s audience: Cars.com influences 60 percent of average dealers’ sales and service transactions, delivering […]

Mobile Apps and Mobile Websites – Is One Better than the Other?

The answer? No, one isn’t better than the other as they are both important to the larger car shopper audience and help drive that walk-in traffic. We’ve been discussing the role smartphones play in the car shopping process for a while now, but we haven’t specifically addressed the use of mobile apps and mobile websites. […]

Clarivoy Launches Study about State of Automotive Attribution

Study results will be used to help auto dealers better understand which marketing investments actually lead to vehicle sales. Columbus, OH (March 23, 2017) – Clarivoy, the auto industry’s leading provider of Multi-Touch Attribution, today announced the launch of an industry-wide study to better understand the current state and usage of attribution in the retail […]

Why Big Brands Are Boycotting Google’s Ad Network

An advertising boycott of Google’s YouTube is gaining traction among some of the world’s biggest brands. Volkswagen, Wal-Mart, Starbucks, PepsiCo, AT&T, Verizon, and more have suspended their advertising over concerns related to Google’s ability to prevent their ads from being run alongside offensive content. Wal-Mart said in a statement on Friday, “The content with which […]

Your Most Valuable Customer: The Walk-in Shopper

Walk-in shoppers are a sizable and important audience. According to recent research conducted by Cars.com, 43 percent of car shoppers don’t contact a dealership before walking onto the lot via traditional “lead” methods, meaning that about 4 out of 10 shoppers have narrowed their vehicle search without ever contacting a dealership. And, these walk-in shoppers […]

How Are Car Shoppers Finding Your Dealership?

Today, all leads are Internet leads – especially on-the-lot shoppers – but I’d bet you don’t source on-the-lot shoppers as such. Dealerships that treat all leads – traditional, digital, and on-the-lot – as Internet leads are going to be the most successful. So, how are car shoppers learning about your dealership? How Consumers Find Dealership […]

Simplifying Attribution to Propel Efficiencies and Profits

Following is a guest article by Ryan Gerardi of DealerRefresh. Despite changing consumer behavior patterns, many if not most dealers continue to evaluate third parties only on “hard lead” measures and discount others forms of influenced purchase behavior. Consumers want to be in control of their experience and they are reluctant to provide their […]

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