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


Manage Your Pipeline With Business Intelligence

• Reduce Cost• Increase Revenue• Improve Customer Satisfaction


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


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


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


Until Now…

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

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

• Web Site Surveys


#1: Your Web Analytics

Analytics Dashboard


Always Drill Drown


Keep Drilling


E-Mail Campaigns & Long Term Follow Up


Use Goals


#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


#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


#4: Additional resources

• Inventory Management Tools

• Third Party Leads / Third Party Classifieds

• Chat/Video/Finance/Training ….

• Excel

• On Exit Web Survey


Monthly Internet Performance Summary

17


#5: Third Party ClassifiedMore than just leads…


#6: On Exit Web Survey

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


4q iPercptionsFree tool

Avinash Kaushik


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


What’s happening Now…

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


A Smarter PlanetIBM Video

http://youtu.be/sSSLYIURzmE


On the verge…

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

Andreas Weigand former Chief Scientist at Amazon


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


Thank you

• Questions?

• Chris FousekE Commerce DirectorVillage Automotive [email protected]@cfouseklinkedin.com/chrisfousek

mailto:[email protected]

use data today to sell more cars tomorrow

Automotive

business data

data mining

use data

party classifiedmore

predictive analytics

time of day

connected calls

influence of social