4 THINGS EVERY DEALER SHOULD KNOW FROM
CLICK TO CAR SALE: THE MARKETING MEASUREMENT WHITEPAPER To see what's really driving car sales, Cox Automotive commissioned Perficient to independently conduct a whitepaper. The goal? To uncover smarter marketing measurement, find new ways to help dealers protect spend and to get to the bottom of what's truly working in today's times to gain ROI and market share. See below the top takeaways and key findings.
FINDINGS CONCLUDED THERE IS A SMARTER WAY FORWARD: Apply the Weighted Engagement Formula (WEF) to evaluate engagement by conversion potential.
Use Multi-Touch Attribution (MTA) to capture the complete shopper journey.
Shift from lead volume to ROI-driven metrics that reflect real sales impact.
#1: YOU'RE NOT SEEING OR MEASURING WHAT MATTERS
92%
AVERAGE BLIND SPOT of auto sales not traceable in CRM
One of the most significant findings was that 92% of auto sales never show up correctly identified in the average dealer’s CRM. That’s not a glitch—it’s a blind spot. And it’s costing dealers real revenue. Data showed out of 875,000 shoppers, most buyers never filled out a form, made a call, or started a chat. But they still bought a car.
ACTIONS TO TAKE: • •
It's time to switch away from first and last touch attribution. Start using Multi-Touch Attribution (MTA) to identify which marketing efforts lead to high-value shopper engagement.