1. We already know that almost 100% of people coming into the dealership visit websites first. What is this telling us we didn't already know?
Answer: Ya to be clear, this is just one customer example, we have a lot of examples that have a lot of 3rd party interactions in them with little to no paid search/organic or direct website visits. My sister in law for example exclusively used Edmunds to buy her used Subaru Forester. (Before you ask I don't have her click path)
2. What decisions large or small do you think you can make with this?
Answer: The point I was really trying to drive home is its really about the entourage effect marketing has. Looking at singular points in the 80 things we saw wouldn't tell the story correctly. IF we went by first touch (organic in this case) we'd ignore 79 things. IF we go by last touch (paid search) we ignore 79 things. On that same note, we can't just look at the data from one singular customer point of view either, when we view the data we are really looking for patterns that emerge amongst all click-paths collected, for example if all this dealers click-paths looked identical to 'Shawn' then we would come to the same conclusion you did about 3rd party auto, but as a one off customer experience this wouldn't be actionable (unless maybe Shawn has an identical twin ha).
