CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
How do you improve something you can’t see? When a customer walks into your physical showroom you can see him peering into a car or examining rebates. However, when a customer enters your virtual showroom (your website) can you see him customizing a car or filling out a credit app? The latest real-time analytics allow you to not only see the number of visitors on your virtual showroom, but how each of them interacts with your website in real-time. True real-time analytics is equivalent to sitting right next to a visitor as he browses your virtual showroom. What’s more interesting is that it presents a number of advantages:
Improve website flow
Example: Watch visitors as they click through your home screen and change the layout if too many close a recently added coupon.
Understand your demographic
Example: Compare how a visitor from Citigroup (a business) browses your website differently than a residential/non-business customer
React to browsing patterns
Example: Discover which are your websites most busiest days/moments and target your marketing efforts accordingly
Guide calling customers
Example: Identify a customer on your website that has called your phone and help them fill out a credit financing form properly
Evaluate your geo-reach
Example: Zoom to locate your visitors on a map down to the neighborhood and see how far your (real-time) advertising efforts reach
Interestingly, online publishers, such as the NY Times for example, sport the most sophisticated real-time analytics out there. They use the functionality above to adjust placement, Facebook posts, Twitter and other things in real-time in order to promote pageviews. Real-time analytics can add a lot of value for dealerships. However, the way dealerships use the data will ultimately dictate their success.
At SaleMove our real-time analytics are so advanced we don’t even call them analytics- we refer to them as real-time “movement” because its as if you are watching customers at the physical showroom. We are trying something new- for the next two weeks we are giving away our real-time movement platform for free (forever!). We want every dealer to open their eyes to see their virtual customers for the first time!