Dataium offers useful information you can't get anywhere else and gives it away free to dealers!
Their VisiCogn INSITE product is a desktop application that functions like a dashboard for your website. That may not seem like much if your vision of a dashboard is the old-fashion type. I'm talking about the modern type. One of the great benefits of a GPS is that I can not only know how fast I'm going but how fast I should be going. That is the Dataium difference.
The tool shows trending for the site's lead to visitor ratio alongside the average for the DMA, Nation, or Brand. A Nissan dealer can see how many times his visitors look at an Altima compared to the brand average. Not doing as well as you should be? Maybe you are not attracting enough Altima shoppers. Behavioral targeting might be a consideration. Maybe this is where you need to focus effort on vehicle specific pages. (I'm sure the SEO and SEM folks can think of other solutions as well.)
For customers submitting a lead on your site, you can see them by name and quickly find out all the vehicles they looked at while on the site. You can see what automotive site they came from. In some cases, you can even see what automotive site they went to after they left yours. That's a selling tool I think we can all appreciate. Listening to the shopper means not only listening to what they say but what they do, and now you can listen better than ever. This kind of data does not mean you know what the shopper's consideration set of vehicles is, but you certainly have a better idea about what information to probe for.
The tool is new, and it is just a taste of what the Pro version can do; however, It will be a great help to anyone running a BDC or managing a website. It's a very quick install designed to work on virtually any website.
The aggregate-data benchmarks will become increasingly useful over time, as more dealers add the tool. So if what you see at the DMA level seems a bit funky in your area, just use the national and brand benchmarks for a few months.
As a data junkie, I love the fact that this tool provides one version of the truth across multiple sites regardless of who built the site or how they show data in internal reports. It uses that capability to form useful benchmarks. Think of it as Google Analytics on steroids.
Your link to this week's freebie is http://dataium.com. Look in the top right-hand corner for the free INSITE download. Let me know if you have freebies for dealers you would like covered, DennisGalbraith@msn.com.