Autobytel Inc. (Nasdaq: ABTL), the company dedicated to helping dealers and car-buyers connect online, and Polk, the premier provider of automotive information and marketing solutions, today announced they have released a case study based on data collaboration between the two companies. Autobytel has been working with Polk to arm its clients with solid data on how consumers research vehicles and to understand their cross-shopping behaviors. Polk cross references its state registration data with automotive leads delivered to Autobytel clients to provide dealers and automotive manufacturers with lead conversion reporting on a monthly basis. The case study demonstrates how Autobytel successfully uses the data from Polk to provide marketing insight to automotive manufacturers and dealers.
For Autobytel dealers and automotive manufacturer customers, the Polk insights provide credible data to show new car lead conversion performance, and quantify their investment in Autobytel leads. The findings also can help shape improvements to online lead management, online advertising and dealership sales process training.
“The conversion data from Polk has proved to be beneficial to us internally as well as for our clients,” shared Autobytel Inc. Chief Executive Officer and President, Jeffrey H. Coats. “By analyzing consumer behavior, we are able to better manage and focus our internal lead generation activities. Autobytel dealers and OEM partners benefit not only from our actions, but also by analyzing the data themselves and making changes to their processes.”
The reports show OEMs and dealers a comprehensive picture of consumers’ cross-shopping behaviors, including purchase timeframes and new-to-used vehicle shopping patterns. Access to this type of information is invaluable for Autobytel dealer and OEM customers. The data allows Autobytel dealers to see the number of lost sales (consumers who bought a vehicle from another dealership) from the leads delivered to their dealership and, in most cases, also where the lost sale occurred and what vehicle the consumer purchased. Additionally, OEM clients can see how leads for their brand performed compared to segment and industry averages. Moreover, the data shows if new car intenders actually purchased a used car or purchased a vehicle of another brand.