Automotive Website Aligns with Polk to Provide Lead Conversion Reporting
IRVINE, Calif. — Autobytel Inc. (Nasdaq:ABTL), the company dedicated to helping dealers and car-buyers connect online, and Polk, the premier provider of automotive information and marketing solutions, today announced they have released a case study based on data collaboration between the two companies. Autobytel has been working with Polk to arm its clients with solid data on how consumers research vehicles and to understand their cross-shopping behaviors. Polk cross references its state registration data with automotive leads delivered to Autobytel clients to provide dealers and automotive manufacturers with lead conversion reporting on a monthly basis. The case study demonstrates how Autobytel successfully uses the data from Polk to provide marketing insight to automotive manufacturers and dealers.
For Autobytel dealers and automotive manufacturer customers, the Polk insights provide credible data to show new car lead conversion performance, and quantify their investment in Autobytel leads. The findings also can help shape improvements to online lead management, online advertising and dealership sales process training.
“The conversion data from Polk has proved to be beneficial to us internally as well as for our clients,” shared Autobytel Inc. Chief Executive Officer and President, Jeffrey H. Coats. “By analyzing consumer behavior, we are able to better manage and focus our internal lead generation activities. Autobytel dealers and OEM partners benefit not only from our actions, but also by analyzing the data themselves and making changes to their processes.”
The reports show OEMs and dealers a comprehensive picture of consumers’ cross-shopping behaviors, including purchase timeframes and new-to-used vehicle shopping patterns. Access to this type of information is invaluable for Autobytel dealer and OEM customers. The data allows Autobytel dealers to see the number of lost sales (consumers who bought a vehicle from another dealership) from the leads delivered to their dealership and, in most cases, also where the lost sale occurred and what vehicle the consumer purchased. Additionally, OEM clients can see how leads for their brand performed compared to segment and industry averages. Moreover, the data shows if new car intenders actually purchased a used car or purchased a vehicle of another brand.
“The findings show that product parity has leveled the playing field and consumers are considering brands deeper in the buying funnel,” said Brad Korner, Vice President, Sales and Client Services, Polk Automotive Retail Solutions. “Therefore, OEMs and dealers have the opportunity to implement more strategic marketing approaches for targeting in-market consumers.”
To view the entire case study, visit How Autobytel Leads the Way in Proving the Value of its Third Party Leads. For in-depth editorial car reviews and automotive industry information, visit Autobytel at www.Autobytel.com. Watch exclusive videos on Autobytel’s YouTube page or join the conversation on the Autobytel Facebook Fan Page.
About Autobytel Inc.
Autobytel Inc., an online leader offering consumer purchase requests and marketing resources to car dealers and manufacturers and providing consumers with the information they need to purchase new and used cars, pioneered the automotive Internet when it launched its flagship website in 1995. Autobytel continues to offer innovative products and services to help consumers buy, and auto dealers and manufacturers sell, more used and new cars. Autobytel has helped tens of millions of automotive consumers research vehicles; connected thousands of dealers nationwide with motivated car buyers; and helped every major automaker market its brand online. Through its flagship website, network of automotive sites and respected online affiliates, Autobytel continues its dedication to innovating the industry’s highest quality Internet programs to provide consumers with a comprehensive and positive automotive research and purchasing experience, and auto dealers, dealer groups and auto manufacturers with some of the industry’s most productive and cost-effective customer referral and marketing programs.
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Polk is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.