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I appreciate everyone's feedback (a lot,) but I can't help but think many of you aren't quite getting what I'm saying. I'm not saying that I think Autotrader is valueless by any means. We've long been conditioned to understand that trackable sales aren't the way to measure Autotrader's (or any classified site's) success or failure. Lots of folks see a car they like online, and then contact is by other means. I'm on board with that.ZMOT is an interesting idea, though it almost feels too much like "just spend a ton of money plastering your cars and name everywhere, and everything will probably work out eventually." Almost like TV or radio advertising. I'm not sure that it's a particularly useful concept, even if it is interesting.My concern is trying to measure the effectiveness of Autotrader vs Cars.com with the best metrics we have – and as far as I can tell, those best metrics are SRP's and VDP's. Or, given the difference in measuring SRP's, just VDP's. By that measure, Cars.com gives me many more VDP's for less money. I was trying to see if this is a common occurrence, or if everyone just accepts that they "have to" be on Autotrader, and that's that.
I appreciate everyone's feedback (a lot,) but I can't help but think many of you aren't quite getting what I'm saying. I'm not saying that I think Autotrader is valueless by any means. We've long been conditioned to understand that trackable sales aren't the way to measure Autotrader's (or any classified site's) success or failure. Lots of folks see a car they like online, and then contact is by other means. I'm on board with that.
ZMOT is an interesting idea, though it almost feels too much like "just spend a ton of money plastering your cars and name everywhere, and everything will probably work out eventually." Almost like TV or radio advertising. I'm not sure that it's a particularly useful concept, even if it is interesting.
My concern is trying to measure the effectiveness of Autotrader vs Cars.com with the best metrics we have – and as far as I can tell, those best metrics are SRP's and VDP's. Or, given the difference in measuring SRP's, just VDP's. By that measure, Cars.com gives me many more VDP's for less money. I was trying to see if this is a common occurrence, or if everyone just accepts that they "have to" be on Autotrader, and that's that.
