Manufacturers and dealers spend hundreds of millions of pounds/euros each year on sales and service campaigns, but only a small percentage of consumers return as loyal customers. Opportunities are lost and much of the marketing spend is wasted. How can you boost efficiencies and growth? Is there a way to more effectively leverage data to target the right prospect, at the right time, with the right message? 

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Take a close look at any highly successful dealer network and you’ll find it operates with a strong approach to Standards Management, one that delivers the right tools to consistently adhere to corporate standards.  As we face a growing array of economic challenges, now is the time to ensure that you are moving ahead with a system that is flexible, reliable and cost-effective.

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Lead qualification (scoring) not only improves dealer satisfaction on the leads they receive, it also improves close rates and ultimately the ROI on your lead management efforts. And it all comes down to the science of accurately predicting a lead’s sales potential by estimating close rates. This in turn enables the development of relevant response strategies, and can lead to significantly improved dealer performance and increased sales. Although the concept is not new in automotive marketing, it is as important as ever. With effective lead qualification efforts, dealers can focus their efforts to maximise sales by identifying and targeting unique customer segments with the right differential treatments, at the right time.

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For decades, automotive manufacturers have created performance benchmarks by comparing an individual dealer’s performance against that of the “average” performance of a larger group of like-brand dealers. That group can range from a national dealer network down to a small subset of dealers operating in the same area of a metropolitan city. This process is used to compare such things as vehicle sales, financial data, customer satisfaction, warranty costs, parts sales and virtually every other operating performance metric. The average is then considered to be the “standard” for measuring whatever performance metric is being assessed.

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In today’s economy, marketers are under pressure to do more with smaller budgets and demonstrate contribution to sales and profits. More so than ever before, they need to prove the effectiveness of their campaigns by measuring results in order to justify their marketing spend. How can this be done? Predictive analytics is the art and science of building statistical models that predict customer behaviour. By harnessing predictive analytics, automotive marketers can turn customer data into actionable insights that increase campaign profitability and improve the return on marketing investment.

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