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I'm just going to throw this clay pigeon up in the air expecting one of you guys to shoot it down: What if the measure we want to chase down is time on site?  If we aren't nailing their needs and workflow, they leave and that number droops.  If we do, we are rewarded with a closer relationship, increased consideration, less time (assuming it's finite) to shop the competition...and a higher number there.  It certainly strikes me as a measurement that takes better account for a user base that is scared of (smart to?) being spammed and called to death.