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How are consumers finding a dealer's used car inventory? Is it through Autotrader.com, Cars.com, or is it a combination of Craigslist as well?
Since we have the opportunity to work with hundreds of dealers across the US and Canada, we have tested setting goals on a number of different business objectives.
In the case below, we set a goal to look at how consumers get to a dealer's USED CAR inventory search pages. Here is an example of how Craigslist is driving traffic to a DEALER'S used car inventory pages:
If you look at the LAST referring source, all but one of these LAST influencers to the dealer's USED CAR inventory pages would NOT be attributed to Craigslist, YET the STARTING influence is Craigslist.
Mmmmmm, do you finally see that the last REFERRING website is NOT the only source of influence!! I know lead form conversion is important but seeing what investments are influencing your inventory to be viewed by a consumer is also important because of the calls and walk-in traffic visitors generate.
What does this say? It says that you better start by getting Multi Channel Sales Funnels setup for your dealership. You need to start looking at your Analytics data in a new light.
If you don't know how to do this, join the three webinars starting on February 13th, which will show dealers how to setup and leverage this free tool from Google which shows consumer behavior in the last 30 days.
Join by visiting http://www.automotiveseostudy.com.
You should also consider getting richer data by signing up with Dataium which shows contributing sources for much longer than 30 days. You can get more information on Dataium's data insights by visiting http://ww.dataium.com or calling Jason Ezell at 704-658-5277.
Refine your digital marketing strategy by using intelligent analytics in 2012!!
Brian Pasch, CEO
PCG Digital Marketing
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