No, not attribution. Attribution is another thing that exists in many industries and is slowly coming to Automotive.
I'm talking about tailoring an experience to a visitor based on their user profile.
The same way the social networks, Amazon, eBay, AmEx, etc do this.
There are patterns in all this data being collected by companies like Vast/CarStory and those patterns can be predicted and, as they're seen in new visitor behavioural patterns, can be used to deliver a better experience to every visitor.
For example, we've been playing alot with the idea of what to do with a customer after they submit a service form.
We can thank them and say "have a nice day" or we can try and take them to the next logical step.
Should we offer them a free maintenance guide?
Should we show them vehicles for sale?
Should we recommend our loyalty program?
The data can help tell us how to handle transactions like this, but also non-transactional visitors who are browsing the site normally.
These decisions help a dealership convert higher, better understand their customers, etc.
It has a real impact on bottom line business.
, leading me to speculate that the tech industry may be too concerned with solving their own problems vs. problems dealers are really passionate about. Kiazen is too often accompanied by additional complexity, seemingly especially with software/tech.
