Industry 1st! - Driven-Data Just Dropped a BOMB

[joe.pistell]

http://content.drivendataconsulting.com/3rd-party-classified
Imagine compiling 300,000 third-party classified (TPC) leads:

• Autotrader.com
• CarGurus.com
• Cars.com
• Edmunds
• TrueCar

All 300k leads gathered from CRMs from 100's of dealerships, so you can FINALLY see TPC lead gen performance from "inside the store". You'll see:

• Raw Lead Counts
  • Leads w/2 points of contact
• % Leads that replied
• % that set an Appt
• % that showed
• # Appts Sold
• Conversion %
• Avg Gross! <--- WHAT ??!!!
• Avg Gross Per Lead! <---- WOW, the ULTIMATE Quality Score!

Now, for the 1st time ever, a dealer decision maker can compare TPC performance between the TPCs and compare to his/her store's stats.


Thanks to @jon.berna & his team...
This transparency is a game changer.

 

[joe.pistell]

Guess which TPC had the highest Gross per used vehicle sold?

• Autotrader.com
• CarGurus.com
• Cars.com
• Edmunds
• TrueCar

Guess which TPC had the highest Gross per new vehicle sold?

 

[Alexander Lau]

Yeah, I saw this. @jon.berna is clearly leading the charge in this realm. It's kickass, you're right.

"But, but, but attribution!"

 

[jon.berna]

Q1 Update is now available: http://content.drivendataconsulting.com/3rd-party-classified-q1

Find out how Cars.com, Autotrader, CarGurus, Edmunds and TrueCar stack up on over 365k leads

First Quarter Highlights compared to Full-Year 2018

• Average gross profit up $180 to $1442 per sale (+14.3%) and up $10.53 per lead to $66.17 (+18.9%)
• Lead conversion up .2% to 4.6%
• Percentage of leads contacted up 5%, however percentage of shown appointments down 4% (new vehicle leads down 7%, used down 3%)​

Each site has clear strengths and challenges delivering value to their dealership customers. At the request of many, Car Fax is being added to Q2 Report.

 

[craigh]

I really appreciate the work you are putting into this and that you're sharing.
Looking forward to Q2 with CarFax.

 

[jon.berna]

Thank you for downloading Craig and you're welcome on the report effort! It's a decent amount of work but we are happy to publish it

 

[Alexander Lau]

Meanwhile where are all the "automotive attribution" groups on this!?

Driven-Data is BY FAR the best tool out there measuring this stuff!

 

[Alex Snyder]

I'm not afraid to say @jon.berna will be on RefreshFriday this week. Guess what the topic is?

 

[Colin Rodger]

Great stuff!

Does show a glaring CarGurus opportunity/short-fall - new car. They have the highest avg gross per new vehicle by a HUGE margin (CG - $1246, AutoTrader - $477), but CG is also 2nd to last in new car lead volume, surprisingly even behind Edmunds. Wasn't expecting that at all.

Thanks @jon.berna

 

[Zhendrix]

Great stuff @jon.berna. In your comparisons... Does "raw leads" mean unique or household-ed?