hooklogic / autohook suite - building the ultimate attribution model in automotive

Building the Ultimate Attribution Model in Automotive

Created for:

Copyright 2013 – HookLogic Inc.

What is the AutoHook Suite of Solutions?

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What we deliver:

We’re not a lead provider, we’re a Show Provider

• Identify leads who have the highest intent to buy• Drive these leads into your showroom• Get show rates of up to double the national average

32% 60% $75Avg. Show Rate Avg. Close Rate Avg. Cost per Sale

Deliver traffic where it matters – to your showroom

LESS THAN


KPI: Close Ratio/Lead to Show

Dealers typically measure by their closing %

Prospects Touched by All of Your Marketing

Dealer Closing Ratio: 10-12%Prospects Who Visit Your Showroom

100 Leads

17 Shows

10-12 Sales

but they should measure by their show %

17% Lead2Show


KPI: Show to Close Ratio

Dealers measure by their closing % but they should measure by their show %

Prospects Touched by All of Your Marketing

Dealer Closing Ratio: 10-12%

HookLogic Solution

Prospects Who Visit Your Showroom

Bef

ore

With

100 Leads

17 Shows

10-12 Sales

100 Leads

32 Shows

19 Sales

60% Show2Close

60% Show2Close


Building the Ultimate Attribution Model in Automotive

• When you attempt to match lead data • 30% match rate on Registration data

• When you match show/redemption data• 95% match rate on Registration data

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Attribution Modeling


HookLogic AutoHook Suite

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Web2Show Lead2ShowConverts traffic from your website into more showroom visitors. Prospects that visit your site are invited to choose a free gift, redeemable by visiting your showroom.

Maximizes your 3rd party leads using immediate scoring via data partners such as Polk and Dataium to identify and immediately the highest intent to buy customers.

Partners:


Web2Show

• Tags implemented on websites

• Overlay appears on specific landing pages only

• SRP• VDP• Vehicle Specials

• Trackable by Campaign

Driving Conversion on your websites


Web2Show: Consumer Experience

Coupon Redemption

• Instant Unique Coupon Code per customer

• Goes into CRM as “HookLogic-Web2Show”

• Email confirmation automatically sent to customer


Web2Show

Coupon Confirmation w/ Factory Incentives

• Confirmation includes Factory Rebates

• Customer can print out confirmation

• Email confirmation automatically sent to customer


Web2Show Confirmation w/ Rebates

• Sent to email address entered in overlay

• Dealership Location/Contact details included

• Redemption expiration date is two Saturdays from date of submission

• Reminder email sent 5 days prior to expiration date


Mobile Web2Show Conversion Opportunity


Features and Customization of Web2Show

• Exclude Dealership IP Address• IP Address Geo-Targeting• Make a Test Drive Required• Time delay of engagement• Triggered Links for PPC

• Inventory Specific • # of Page views before initial offer • # of Page views before re-engagement• Set max # of times offer re-engages• Customize Terms & Conditions

Customize the Consumer Experience


Web2Show Program Rollout

Program Goal:• Drive qualified leads to dealerships for test drives

Implementation Strategy:• Target offers to dealer website visitors demonstrating

in-market shopping behavior• Implement an overlay offering an incentive on key pages,

like dealer inventory pages• Capture key customer data on overlay form; deliver

incentive (gift card) after a test drive

Performance Expectations:• Within the first 60 days of program deployment, HookLogic

expects to generate a cost per lead of under $10, and a cost per show of under $55. Current dealers are currently well under these metrics.

• Of all leads generated and offered incentive, HookLogic expects a overall dealership “show rate” of at least 35%. The current redemption rate is 32%

Printable Coupon

Overlay Unit


Current Chrysler Dealer Web2Show Metrics

Current Chrysler Dealers on Web2Show• CPLead: $7.81• CPShow: $50.01• CPSale: $84.02

Averages:• Leads Generated: 33• Shows: 10.02 (30.68% Show Rate)• Avg. Total Monthly Cost: $354 per month


Current Subaru Dealer Web2Show Metrics

Current Subaru Dealers on Web2Show• CPLead: $4.46• CPShow: $39.70• CPSale: $79.40

Averages:• Leads Generated: 47• Shows: 18 (38.45% Show Rate)• Avg. Total Monthly Cost: $605 per month


What makes Web2Show unique:

• Exclusion within your dealership showroom and “backyard”• Behavioral Targeting of incentive overlay• Triggered links for specific marketing campaigns

Lead2Show: 3rd Party, OEM, & Inventory Site Solutions

© 2012 HookLogic


Campaign-Based Lead2Show

Real-time passing of Leads allows for custom offer on-demand targeting based upon multiple Lead variables:

• Make & Model(s)• Geo Targeting• Lead Source • Lead Score• Online Activity (Dataium ASI Score)• Offline Activity (Call Tracking)



Motivate action while lead is still hot and stand out from the competition!



Geo-Target your competitor’s backyard with a $25 incentive.

✔



Raise the incentive to customers on specific inventory that have to drive further to reach your dealership.

✔



Using HookLogic’s Polk Lead Intelligence incent the customers that have the highest intent to buy.

✔



Reanimate your old leads with Dataium’s ASI In-Market Lead Alert.

✔


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Integrating off-line call tracking data from CallSource that enhances the chances of driving more customers to your dealership.



Pulling it all together to offer best-in-class execution.

✔


Customization of Lead2Show

• Target Specific Makes & Models• Tie In Regional Marketing Campaigns• Tie In Factory Incentives• Focus On Conquest Marketing

• On-Demand Start and Stop Dates • Geo-Target• Utilize Data Indicators• Customize Messaging

Customize the Post-Lead Submission Experience


Dealership Experience: Coupon Redemption and Fulfillment Process

Customer visits Dealership and presents Coupon to Sales Manager

Sales Manager, ILM, or receptionist Redeems Coupon using HookLogic’s 30-

second Redemption Tool

Customer Receives Gift Card instantly via e-Code or by Mail in 2-3 weeks

• HookLogic’s web-based tool or mobile apps; allows for easy Coupon Redemption in 30-seconds

• HookLogic manages the entire Gift Fulfillment and Shipping process

• Customer receives email verifying redemption of coupon

• Gift Card will be received by customer instantly by e-code or by mail within 2-3 weeks.


Client Login: When Logged In

• Enter in 8 digit code that is on the incentive offer customer brings in• Include the “-” and no spaces• Hit “Submit”



• Status of reward is “Pending”

• Dealership will need to enter in the following fields• Email Address • Street Address • City • State • Zip Code

Click “Confirm Redemption”



Redemption will state “Successfully Completed!”

Status will changed to Redeemed

Communicate to Customer that the reward will be received via e-code or in the mail. If mailed..

- Within 2-3 Weeks

- In a white envelope with “Incentives Network”


Weekly Reporting: Performance Report

Measures Performance by: • Site Name• By Tactic (product)

Redemption Rates • Leads/Coupons: incentives offered within time

frame• Walk-ins: Actual redemptions that have occurred

in specified time frame

Enterprise Reporting Included

• Automated report received on first Monday after product activation

• Customized reports available• Real-time reporting accessible 24/7 within the

User Interface

Web based reporting 24/7


Building the Ultimate Attribution Model in

Copyright 2013 – HookLogic Inc. 32

Cost per lead: Less than $8 Cost per show: Less than $45 Cost per sale: Less than $75

What’s the ROI?


Award Winning Solutions

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Case Study: VW

VW Measured Performance by: • Leads Generated• Walk-Ins (Lead to Show)• New Car Purchases (Show to Close) • Loyalty/Defection Rate

HookLogic Exceeded Expectations by:• Lifting Lead Count by nearly 20%• Drove over 4k customers in a showroom• Validated almost 1900 New VW Sales• Increased Loyalty Rate by almost 34%


No Monkey Business, Just Results


Case Study: Toyota

Toyota Measured Performance by: • Leads Generated• Walk-Ins (Lead to Show)• New Car Purchases (Show to Close) • Loyalty/Defection Rate

HookLogic Exceeded Expectations by:• Lifting Lead Count by nearly 20%• Drove over 5k customers in a showroom• Validated almost 2300 Sales• Increased Loyalty Rate by almost 37%



Case Studies that Validate Results


Case Study: Honda

Honda Measured Performance by: • Leads Generated• Walk-Ins (Lead to Show)• New Car Purchases (Show to Close) • Loyalty/Defection Rate

HookLogic Exceeded Expectations by:• Lifting Lead Count by nearly 20%• Drove over 6k customers in a showroom• Validated almost 3300 Sales• Increased Loyalty Rate by almost 27%



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Direct Mail & Email Bulk Incentive API

• Integrate incentives into Conquest Mail & Email Campaigns• Track showroom visits and sales by campaign • Turn-key system from HookLogic to preferred vendor


First in the automotive industry to offer Apple Passbook integration.

E-Code Redemption and Fulfillment Process


AutoHook Mobile Tool

• Dealers can empower their marketing team with mobile devices. To leverage this growing trend, HookLogic’s mobile app –

available for Apple and Android devices – provides on-demand access to redeem coupons, issue coupons and run reports.

The extended benefits reach beyond the dealer’s lot including off-site special events where lead capturing and lead conversion are important.

The on-demand reporting enables mobile marketing teams to quickly issue coupons and drive in-market shoppers to area VW dealerships.


Winning OUR Moment of Truth

Here’s what our clients are saying…

“This has convinced the biggest skeptics, and proved that targeted incentives work.”

– Daniel Boismier, Internet Director, The Suburban Collection

“We have discovered that not only is the HookLogic technology an important part of our website strategy, but is also very effective in our Event Marketing Campaigns, Microsite Campaigns and Permission Based Marketing. We use it to attract clients to our showrooms and to anchor appointments … perhaps, one of the best things we have done in a long line of eBusiness strategies over the past few years!”

–Shaun Kniffin, Director of Internet Sales and eBusiness DevelopmentGermain Motor Company

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