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Industry 1st! - Driven-Data Just Dropped a BOMB
- Thread starter joe.pistell
- Start date
- Apr 28, 2009
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- Jerry
I would love to see you do this study with our top 25 Phone Ninjas clients! The appointment % would have been a lot higher than the 16% average.
Thanks Jon. To be more specific with householding vs. unique... If a consumer submits a lead to multiple dealers on the same lead source, is that lead aggregated as 1 lead or 3 leads?
- May 1, 2006
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- Alex
Somewhat technical answer:
We merge the changes in the lead record when the modified date of the row is greater than the refresh interval with the CRM provider to mirror what is in the dealer's CRM. We exclude lead statuses of duplicate and leads marked as bad. Note that each CRM has varying logic that we standardize in the integration layer prior to the insert into staging. This gives as an accurate data set. We try not to filter too much as that creates problems of our data not matching the CRM. It also creates scenarios where problems are not uncovered because we pre-filtered them from our dealer partners inside Driven Data.
In terms of dealers marking leads bad erroneously we do an analysis and catch this around on boarding and determine best path. It does happen. Regarding re-conversion, it depends how the dealer managed the lead in the CRM. Obviously the customer can not purchase twice with one inquiry (unless 2 car deal) so removing the duplicate creates the most accurate analysis of conversion.
System was designed for much more comprehensive reporting at the record level. The rolled up data is solid, especially for a report as straight-forward as this.
We merge the changes in the lead record when the modified date of the row is greater than the refresh interval with the CRM provider to mirror what is in the dealer's CRM. We exclude lead statuses of duplicate and leads marked as bad. Note that each CRM has varying logic that we standardize in the integration layer prior to the insert into staging. This gives as an accurate data set. We try not to filter too much as that creates problems of our data not matching the CRM. It also creates scenarios where problems are not uncovered because we pre-filtered them from our dealer partners inside Driven Data.
In terms of dealers marking leads bad erroneously we do an analysis and catch this around on boarding and determine best path. It does happen. Regarding re-conversion, it depends how the dealer managed the lead in the CRM. Obviously the customer can not purchase twice with one inquiry (unless 2 car deal) so removing the duplicate creates the most accurate analysis of conversion.
System was designed for much more comprehensive reporting at the record level. The rolled up data is solid, especially for a report as straight-forward as this.
- May 1, 2005
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- Jeff
Heads up... be sure to join us tomorrow (Friday the 19th at 1pm EST) live on Facebook. Jon will be joining us as we dive a bit deeper into these reports and statistics, along with a few other hot topics and trends around leads.
- Feb 11, 2015
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- Alex
That 3PA (3rd Party Auto) index of yours is STUNNING!
@jon.berna wouldn't it be grand to hold the massive amounts of dealer marketing agencies accountable for their wares as well? Some form of a computation that takes into account their shabby SEO, content marketing and PPC management. Gosh, that would be useful... actually rank the agencies that talk such a big game.
I can think of quite of a few that frequent these waters.
@jon.berna wouldn't it be grand to hold the massive amounts of dealer marketing agencies accountable for their wares as well? Some form of a computation that takes into account their shabby SEO, content marketing and PPC management. Gosh, that would be useful... actually rank the agencies that talk such a big game.
I can think of quite of a few that frequent these waters.
- Apr 7, 2009
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- Joe
Third Party Classified (TPC) Lead Performance Thoughts:
Call in leads (not seen in this report) have a super high closing rate (vs email leads), but, the connection to CRM isn't fully automatic which makes the reporting highly dependent on the BDC/Sales team's training and skills. Most all of us know this so...
Dealers, what do you do to isolate call-in leads and measure them?
Thank you, @jon.berna! Your report will create conversations that are so needed!
*PII = Personally Identifiable Information
Call in leads (not seen in this report) have a super high closing rate (vs email leads), but, the connection to CRM isn't fully automatic which makes the reporting highly dependent on the BDC/Sales team's training and skills. Most all of us know this so...
Dealers, what do you do to isolate call-in leads and measure them?
- Thought: What is your ratio of TPC phone call leads that are seen in CRM vs total TPC phone call leads. (e.g. A classified site generates 100 call leads, yet, only 15 are logged in CRM)
- Question: Is there a TPC platform that automatically drops in the callers PII* and the Vehicle Info on phone call leads?
Thank you, @jon.berna! Your report will create conversations that are so needed!
*PII = Personally Identifiable Information
- Feb 11, 2015
- 2,491
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- First Name
- Alex
✨ AI Highlights
Driven-Data Consulting released a comprehensive analysis of 300,000+ third-party classified (TPC) leads from major platforms (Autotrader, CarGurus, Cars.com, Edmunds, TrueCar) aggregated from hundreds of dealership CRMs, revealing performance metrics like conversion rates, appointment show rates, and average gross profit per sale. The Q1 update showed average gross profit increased 14.3% to $1,442 per sale, with each platform displaying distinct strengths and weaknesses—notably CarGurus generating significantly higher gross per new vehicle ($1,246) despite lower lead volume. The thread consensus is that this benchmarking data fills a critical gap in attribution measurement that the automotive industry has lacked.
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