What is defection data?
Unfortunately, not every lead converts to a sale – and in many cases, dealers have no visibility into where their leads go when they convert at competitive-brand dealerships. Defection data, powered by Urban Science’s unrivaled daily industry sales data, reveals when, where and what, customers – who previously submitted a lead to your dealership – buy from other stores, including competitive brands.
We’re the only company providing daily visibility into your lost sales so you can refine your marketing, sales and training strategies to convert more leads in the future.
Our recent automotive retail events showcased tangible ways our defection data is making an impact on dealership operations across the nation.
DMSC 25
In today’s competitive market, dealers can’t afford to lose customers without a fight — and this session proved just how critical defection data has become. With 19% of leads defecting from CRMs each month, our panel of industry experts and dealer leaders explored how identifying and addressing process gaps can drive real performance gains. Attendees heard firsthand how top dealerships are leveraging defection insights to optimize lead buys, media spend and team training—while improving follow-up strategies and delivering measurable results.
The session also featured an exclusive preview of findings from the 2025 Urban Science Dealer Survey, along with a look at upcoming innovations designed to fuel even greater success. It was a data-driven discussion packed with actionable insights — and a clear reminder that turning data into strategy is no longer optional.
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ASOTUCON 25
What if your most powerful personalization engine wasn’t AI—but historical behavior? That was the core idea explored in this insightful session, which encouraged attendees to take a fresh look at the behavioral data already within their systems. Rather than focusing solely on new technologies, the discussion emphasized the value of past purchases, service patterns and communication preferences in shaping next-best actions. Attendees walked away with a practical framework for behavioral segmentation, creative ways to activate historical data in both marketing and service, and compelling examples of how past behavior is already predicting present success. The session made one thing clear: the future of personalization may be rooted in the past — if you know where to look.
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