use data today to sell more cars tomorrow

Use Data Today, To Sell More Cars Tomorrow

Chris Fousek

eCommerce Director

Cadillac Village of Norwood

Village Automotive Group

9th Digital Dealer October 2010

1999

• Local Computer Course• Salesman• The Print out• Given the Internet• The Leads• Website B.I. (Before Inventory)

• Website as Core• The Pathway• ISM • Sales Manager• BDC• eCommerce Director

“See if you can figure this out.”

Chris Fousek Village Automotive Group

9th Digital Dealer October 2010

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

“Just saying…”

“I know 50% of my advertising works…

I just don’t know which 50%”old sales maxim

“Be an Astute Student of the Game”Ted Sarandis – Ted Nation

WEEI - Boston

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Manage Your Pipeline With Business Intelligence

• Reduce Cost• Increase Revenue• Improve Customer Satisfaction

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Business Intelligence?

• Computer-based techniques used to spot, dig-out, and analyze business data.

• Historical, current, and predictive views of business operations.

• Common functions are reporting, analytics, data mining, business performance management, benchmarking, text mining, and predictive analytics.

• Enables & Supports decision making without bias

-Wikipedia

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Your Pipeline

• Is only as good as the sum of it’s parts• Know your parts – don’t just mix them in• Identify the purpose of the part • You can only manage what you understand • Measure what you manage• Think Accomplishments

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

The Now

– Until Now…• What’s been going on

– Historic Data– Trending Data

– What’s Happening Now…• Real Time Data• Social Data• New Technology• Greater Sophistication

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Until Now…

• Web Analytics• CRM Reporting• Call Reporting• Inventory Management Reporting• Vendor Reporting

– 3rd Party Classified / Chat / Video / Lead providers

• Web Site Surveys

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

#1: Your Web Analytics

Analytics Dashboard

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Always Drill Drown

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Keep Drilling

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

E-Mail Campaigns & Long Term Follow Up

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Use Goals

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

#2: Call Reporting

• Call Analytics• Use tracking numbers• Source

– How long is the call?– How many connected calls?– During what hours?– Are they prospects?– What time of day ?

Remember, the key is to always drill down

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

#3: Your CRM

• LMP: Lead Management Process

• Leads / Contacts/ Appts / Appt Shows / Sold• Leads / Outbound Calls /Outbound E-mails

Inbound Calls / Inbound E-mails• ROI

– Cost per lead– Cost per sale

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

#4: Additional resources

• Inventory Management Tools

• Third Party Leads / Third Party Classifieds

• Chat/Video/Finance/Training ….

• Excel

• On Exit Web Survey

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Monthly Internet Performance Summary

17

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

#5: Third Party ClassifiedMore than just leads…

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

#6: On Exit Web Survey

• Satisfaction• Primary purpose• Task completion• Why or why not?• Your customers own words• Powerful, simple & FREE

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

4q iPercptionsFree tool

Avinash Kaushik

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

ROI

• It’s not always a clear ROI formula

• Identify/Define the purpose of each part

• What do I want to accomplish with…– My Website– The Individual Source

Think Dividends

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

What’s happening Now…

• Real Time Data• Social Data• Mobile Platform: Anytime / Anywhere • New Technologies• Greater Sophistication

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

A Smarter PlanetIBM Video

http://youtu.be/sSSLYIURzmE

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

On the verge…

• Social Media• Social CRM• The Social Data Revolution*

Andreas Weigand former Chief Scientist at Amazon

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

The Influence of Social Media

• It’s not the ROI…• It’s the Social Data Revolution• Social CRM• Social Search• Social Commerce• Socialnomics – Erik Qualman• Your Dealerships Own Relevance & Reach

Chris Fousek Village Automotive Group 9th Digital Dealer October 2010

Thank you

• Questions?

• Chris FousekE Commerce DirectorVillage Automotive Groupcfousek@villageautomotive.com@cfouseklinkedin.com/chrisfousek