Digital Dealer - March 2019 - 20

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M A R K E T I N G & A DVERT ISING: Da ta & An a lyti cs

Data Gaps Are
Costing You Sales
Every Month.
Here's How to
Close Them!
When it comes to
marketing success, it's
becoming increasingly clear
that disconnects in your
dealership's data are no
longer a minor issue- they
are costing you sales every
month.
Why is disconnected data
such a problem? Here are
two major reasons:
1.) If your website has
data disconnects, you are
missing opportunities to create a relevant, personalized
customer journey. Nearly
three quarters of customers
are frustrated by irrelevant
digital content, with 61% of
customers leaving companies that give them a
poor digital experience(1).
Disconnected data means
lost customers, which costs
you sales.
2.) If your marketing
reporting has data disconnects, your true ROI is
invisible. That means your
strategy involves a lot of
very expensive guessing.
Studies show that disconnected data costs companies in the U.S. and UK
20

MARCH 2019

$140 billion every year.(2)
Identifying and isolating true
ROI is critical to efficient and
effective business marketing
management. These are big
issues, but solving them is
within your reach.
Here's how to close the
data gaps and stop leaving
money on the table.

to really figure out what's
missing in the dealership
digital experience, you need
an objective, critical eye.
So go to a competitor's
site instead, and track your
experiences. Ask:
ARE INTERACTIONS
RELEVANT?

Let's say you're looking

STUDIES SHOW THAT
DISCONNECTED DATA
COSTS COMPANIES IN THE
U.S. AND UK $140 BILLION
EVERY YEAR."
1: IDENTIFY THE GAPS
IN YOUR DIGITAL CUSTOMER EXPERIENCE

It's crucial to understand
where data disconnects are
keeping your customers
from having the best digital
experience and choosing
your dealership. To figure
out where this is happening,
take a deep dive into what
car shoppers are really
experiencing online.
You've heard about
shopping your own site, but

D I G I TA L D E A L E R . C O M

at lease information. Are the
on-site engagements you
see relevant to leasing? Or
are you seeing only sales
offers? If you're a service
customer, do you see relevant service content? As you
shop, track the website's
responsiveness to your
actions. If it reacts to your
interests, guiding you to the
right content, that's good.
If it's ignoring you, offering
something irrelevant, or
even worse, taking you to

PRESENTING COMPANY
By Julie Biskis
Midwest Regional Sales
Manager, AutoLeadStar

a third-party site, then you
have, you guessed it, a data
gap.
DO ENGAGEMENT AND
CONVERSION TOOLS
COMMUNICATE WITH
EACH OTHER?

When you interact with an
on-site tool, especially if you
convert, what happens next?
Do you see another engagement that picks up where
you left off, or does the
conversation end, or worse,
repeat what just happened?
For example, let's say you
convert on a special offer.
Do you now see an engagement for booking a test drive
or valuing your trade? Or
does nothing happen? Or,
does an offer for another
vehicle appear? Keep track
of how the website handles
your buying process: whether it helps you move forward
in a logical, seamless way,
or whether it slows you down
with repetition and irrelevance - or misses opportunities by not guiding you to the
next step. If the website isn't
helping you move forward,
then there is a data gap, and
that costs the dealership
frustrated customers- and
sales.
ARE TOOLS
REDUNDANT?

A lot of websites have
multiple ways to engage
one-on-one via text, chat,
etc. If you encounter this,
and you actually want a oneon-one engagement, how
do you choose one? Note
whether or not you encounter friction by being asked to
do the same thing multiple
times. Similarly, if you submit
your lead information, notice
if you are asked to submit
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Digital Dealer - March 2019

Table of Contents for the Digital Edition of Digital Dealer - March 2019
