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There are many factors that bring in a potential buyer, buyer or lifetime buyer into the showroom (not all buyers are the same either, we're all different). There's no one reason, it's a multitude of reasons.

I'm sure this has been discussed here many times. But how do you measure an up that has been marketed to through billboards, newspaper, TV, PPC (paid search, display, video) and organically, for example? Which marketing piece truly brought in the customer? How do you measure or weigh it?

https://en.wikipedia.org/wiki/Neuromarketing

Neuromarketing is a field that claims to apply the principles of neuroscience to marketing research, studying consumers' sensorimotor, cognitive, and affective response to marketing stimuli.

I will say, I do like the concept of implementing biometrics in the automotive showroom / lot. Some start-up will tackle this at some point and easily provide reports and details on "real" automotive shoppers and / or buyers. It's not a bad idea...

http://www.icon-uk.net/biometrics-in-retail

http://findbiometrics.com/significant-growth-predicted-for-biometrics-in-retail-301223/

http://www.prnewswire.com/news-releases/global-biometrics-market-in-retail-sector-2016-2020---key-vendors-are-crossmatch-technologies-honeywell-security-m2sys-technology-nec-safran--suprema-300208400.html