preditive analytics for auto sales: before the-form
DESCRIPTION
In this talk for Digital Dealer 16, Scott Meyer of 9clouds.com explains why Predictive Analytics are essential for auto sales. The fact that most consumers never set foot in the dealership and are afraid to fill out a form means dealers need to know when someone is ready to buy based on historic and real-time factors. Learn in this talk how to identify potential buyers and reach out in a data-drive, targeted way.TRANSCRIPT
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Before the Form: Predictive Analytics for Sales
Scott D. Meyer@9Clouds Subscribe: 9clouds.com/blog
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BEFORE THE FORM
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BEFORE THE FORM
Customers don’t tell you what they want, they show you.
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BLAST - CONVERT - FOLLOWUP
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BLAST - CONVERT - FOLLOWUP
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BLAST - CONVERT - FOLLOWUP
Emails
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
Newspaper
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
Scott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
Scott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
Scott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
EmailsScott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
Emails
CallsScott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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BLAST - CONVERT - FOLLOWUP
Emails
CallsScott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
Retarget
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BLAST - CONVERT - FOLLOWUP
Emails
Calls
Mailers
Scott Meyer [email protected] !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
Retarget
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This is desperate.
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This is desperate.
21% of auto consumers see salespeople as trustworthy.
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Customers don’t tell you what they want, they show you.
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BEFORE THE FORM
DME Automotive, 2014
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16% took no test driveBEFORE THE FORM
DME Automotive, 2014
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16% took no test drive33% test drove only one car
BEFORE THE FORM
DME Automotive, 2014
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16% took no test drive33% test drove only one car68% visited two dealerships or fewer
BEFORE THE FORM
DME Automotive, 2014
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16% took no test drive33% test drove only one car68% visited two dealerships or fewer80% used the Internet in buying process visiting average of 10 websites
BEFORE THE FORM
DME Automotive, 2014
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BEFORE THE FORM
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BEFORE THE FORM
Repulse
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BEFORE THE FORM
RepulseIdentify
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BEFORE THE FORM
RepulseIdentifyConnect
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Brofounders
9 CLOUDS
Digital marketing & education
Improve digital literacy
Teach | Audit | Market
Scott and John Meyer
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REPULSE
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
“The goal of the email is not so much to attract viable users as to repel the non-viable ones, who greatly
outnumber them. Failure to repel all but a tiny fraction of non-viable users will make the scheme unprofitable.”
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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HELP CUSTOMERS FILTER THEMSELVES
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IDENTIFY
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IDENTIFY
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IDENTIFY
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IDENTIFY
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SHRINK THE POND
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SHRINK THE POND
# of days since last purchase
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SHRINK THE POND
# of days since last purchaseMileage
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SHRINK THE POND
# of days since last purchaseMileageNumber of repair orders
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SHRINK THE POND
# of days since last purchaseMileageNumber of repair ordersCost of last vehicle
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SHRINK THE POND
# of days since last purchaseMileageNumber of repair ordersCost of last vehicle% of last vehicle paid off
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SHRINK THE POND
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SHRINK THE POND
Cars purchased: 5,084
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service:
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service: 238
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
238
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
238346
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
Average miles at trade-in:
238346
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
Average miles at trade-in:
238346
88,179
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SHRINK THE POND
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SHRINK THE POND
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SHRINK THE POND
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Customers don’t tell you what they want, they show you.
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Email Segmentation1
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16% open
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16% open
58% open
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16% open
58% open
3 sales
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16% open
58% open
3 sales
27 sales
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What brings the right people for your dealership?
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Personas2
-Male -30-50 -Price-focused
-Female -45-60 -Safety
-Female -20-25 -Mileage
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WHAT YOU NEED
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WHAT YOU NEED
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Inventory3
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Predictive Historical Factors4
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SHRINK THE POND
# of days since last purchaseMileageNumber of repair ordersCost of last vehicle% of last vehicle paid off
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SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
Average miles at trade-in:
238346
88,179
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SHRINK THE POND
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SHRINK THE POND
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SHRINK THE POND
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Predictive Real-Time Factors5
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IDENTIFY - ENGAGE - FOLLOWUP
Personal Follow-up
Historical Factors for Specific Persona
Activity Activity
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BLAST - CONVERT - FOLLOWUP
Personal Follow-up
Historical Factors for Specific Persona
Activity Activity
Email Open/Click
Website Visit Email Open/ Click
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BEFORE THE FORM
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BEFORE THE FORM
Customers don’t tell you what they want, they show you.