automotive digital marketing case study: leads by source analysis for chevrolet dealer

7/31/2019 Automotive Digital Marketing Case Study: Leads by Source Analysis for Chevrolet Dealer

1/12

Name/Description

of Lead Source

Total

Leadsct ct

07 Avalanche 57 12 21.05% 12 26.67%

07 Silverado 156 56 35.90% 18 18.00%

07 Suburban 81 36 44.44% 14 31.11%

07 Tahoe 248 104 41.94% 17 11.81%

08 Camaro 8,326 5,703 68.50% 13 0.50%ABU 1 0 0.00% 1 100.00%

Adtel 7 2 28.57% 0 0.00%

Auto Credit Express, Inc. 960 206 21.46% 38 5.04%

Auto Lead Exchange 997 295 29.59% 27 3.85%

Auto Trader 1,508 883 58.55% 47 7.52%

Auto-pro Network 80 25 31.25% 2 3.64%

AutoBuyingUSA 2,747 820 29.85% 74 3.84%

Autobytel 943 206 21.85% 29 3.93%Autoextra.com 6 2 33.33% 0 0.00%

Autofusion 21 11 52.38% 0 0.00%

Autointernetmarketing 17 9 52.94% 0 0.00%

automotive 744 219 29.44% 31 5.90%

Automotive Lead 4 4 100.00% 0 #DIV/0!

Automotive.com 103 29 28.16% 3 4.05%

AutoNet 1 0 0.00% 1 100.00%

AutoNetUSA 225 217 96.44% 0 0.00%Autonetusa.com 5,151 1,108 21.51% 75 1.86%

AutoPilot 35 33 94.29% 0 0.00%

Autos.com 1,755 585 33.33% 39 3.33%

Autotrader com 743 340 45 76% 33 8 19%

Sold Leads

Courtesy Chevrolet - PhoenixVolume of Leads Received, Marked Invalid or Duplicate

and Leads Sold from 01-01-2005 through 10-31-2007

Invalid & Duplicate


2/12

brainerd.net 48 48 100.00% 0 #DIV/0!

Buzzlot Contact Form 68 25 36.76% 5 11.63%

Buzzlot Make An Offer Form 302 146 48.34% 19 12.18%

Buzzlot Request A Quote Form 184 76 41.30% 15 13.89%Buzzlot Test-drive Form 7 2 28.57% 1 20.00%

Buzzlot Trade-in Evaluation Form 163 85 52.15% 11 14.10%

Bz Popup Coupon Form 4 1 25.00% 1 33.33%

Bz Purchase Request From Imotors 561 179 31.91% 24 6.28%

Bz Accessories Form 6 0 0.00% 4 66.67%

Bz Ask A Tech Form 3 0 0.00% 0 0.00%

Bz Buzzlot Contact Form 145 56 38.62% 11 12.36%

Bz Buzzlot Financing Form 245 106 43.27% 22 15.83%Bz Buzzlot Make An Offer Form 743 292 39.30% 42 9.31%

Bz Buzzlot Request A Quote Form 504 160 31.75% 30 8.72%

Bz Buzzlot Test-drive Form 32 16 50.00% 3 18.75%

Bz Buzzlot Trade-in Eval Form 331 129 38.97% 21 10.40%

BZ BZ Employment Application 6 6 100.00% 0 #DIV/0!

Bz Check Availability Form 146 60 41.10% 14 16.28%

BZ Check Availabilty 121 24 19.83% 12 12.37%

Bz Chevrolet Buy Back 23 6 26.09% 3 17.65%BZ Contact 120 54 45.00% 6 9.09%

Bz Contact Form 727 285 39.20% 41 9.28%

Bz Employment Application 2 2 100.00% 0 #DIV/0!

Bz Events Contact Form 7 1 14.29% 1 16.67%

BZ Financial Application Form 838 312 37.23% 62 11.79%

Bz Financing 687 402 58.52% 47 16.49%

Bz Financing Form 90 33 36.67% 11 19.30%

BZ Find a Vehicle 101 48 47.52% 7 13.21%Bz Fresh Start Financing Form 129 50 38.76% 8 10.13%

Bz Freshstart 633 312 49.29% 54 16.82%

Bz General Form 154 77 50.00% 11 14.29%

Bz Important Month-end Information 2 1 50.00% 0 0.00%


3/12

BZ Website 33 13 39.39% 2 10.00%

bzPopup 761 267 35.09% 44 8.91%

bzPopupGMdiscount 84 24 28.57% 8 13.33%

bzPopupLavozCoupon 5 1 20.00% 1 25.00%Bzresults Job Application Form 238 238 100.00% 0 #DIV/0!

Camaro 213 85 39.91% 1 0.78%

Captainautoquote.com 13 4 30.77% 0 0.00%

Carloans.com 140 68 48.57% 4 5.56%

CarPrices.com 558 133 23.84% 13 3.06%

Carpriceusa.com 158 35 22.15% 8 6.50%

cars.com 1,394 273 19.58% 69 6.16%

Cars.com Newleadsplus 4,008 935 23.33% 117 3.81%CarsDirect - Special Finance 1,320 402 30.45% 42 4.58%

Carsdirect.com 24 8 33.33% 5 31.25%

CarSmart 579 239 41.28% 13 3.82%

Chevrolet 1,008 240 23.81% 52 6.77%

Chevrolet New Car 497 239 48.09% 10 3.88%

Chevyarizona.com 14 4 28.57% 2 20.00%

Clickmotive 2,540 786 30.94% 178 10.15%

Cls 49 10 20.41% 6 15.38%Cobalt 3 1 33.33% 0 0.00%

Contact 54 23 42.59% 4 12.90%

Contact Courtesy 128 59 46.09% 14 20.29%

Costco Auto Program 733 135 18.42% 98 16.39%

Cudl Autosmart 11 2 18.18% 2 22.22%

Customer Funding 6 6 100.00% 0 #DIV/0!

Customer Satisfaction 15 7 46.67% 2 25.00%

Customerfunding.com Inc. 4,017 1,135 28.25% 99 3.44%Cuv Contact A Dealer 1 0 0.00% 0 0.00%

David Blankenship 17 2 11.76% 1 6.67%

Dealer Direct 5 1 20.00% 1 25.00%

Dealer Specialties, Inc. 72 36 50.00% 1 2.78%


4/12

GM Handraiser 188 122 64.89% 7 10.61%

Gm Vehicle Showroom 6 1 16.67% 1 20.00%

Gm.com Dealer Locator 2 1 50.00% 0 0.00%

Gm.com Request Quote 3 2 66.67% 0 0.00%Gmbp Family First 6 1 16.67% 0 0.00%

Gmbp Supplier 21 11 52.38% 1 10.00%

Gmbuypower 107 24 22.43% 11 13.25%

GM.com Region Offers 1 0 0.00% 0 0.00%

Gmcom Western Region Offers 5 1 20.00% 0 0.00%

GM Dealer New Vehicle - General 265 101 38.11% 21 12.80%

Gmdl-dp Dealer Price Quote 87 26 29.89% 8 13.11%

GM Dealer Test Drive Request 2 0 0.00% 0 0.00%GM Dealer Used Vehicle - General 161 59 36.65% 15 14.71%

Gmsupplierdiscount.com 29 7 24.14% 2 9.09%

Google Search 5 1 20.00% 0 0.00%

Got Gas 397 259 65.24% 12 8.70%

Great Credit New Car 25 11 44.00% 4 28.57%

GM Hand Raiser-web 278 122 43.88% 13 8.33%

Highyieldleads 123 50 40.65% 2 2.74%

Homenet Website 9 8 88.89% 0 0.00%Idealautomarketing.com Inc. 1 0 0.00% 0 0.00%

IMN LoyaltyDriver eNewsletter 88 26 29.55% 6 9.68%

Imotors.com 8,724 2,555 29.29% 138 2.24%

Intelliprice 372 68 18.28% 22 7.24%

Internet Phone Calls 57 19 33.33% 11 28.95%

InvoiceDealers.com 1,804 396 21.95% 46 3.27%

Izmocars 50 34 68.00% 2 12.50%

Jumpstart 2,478 972 39.23% 81 5.38%Keepitlocal.com 1 1 100.00% 0 #DIV/0!

Kelley Blue Book 2,656 976 36.75% 141 8.39%

Kelley Blue Book Widget 1 0 0.00% 0 0.00%

Kelly Blue Book 2 2 100.00% 0 #DIV/0!


5/12

Phoenix-chevrolet-dealers.com 396 149 37.63% 27 10.93%

Phone Up 23,143 2,996 12.95% 2,267 11.25%

Powershift Website 61 27 44.26% 3 8.82%

Price Quote 371 143 38.54% 19 8.33%Pricewheels, Inc. 440 114 25.91% 11 3.37%

ProActive 11,132 1,196 10.74% 937 9.43%

Radio 40 14 35.00% 4 15.38%

Referral 3,064 454 14.82% 590 22.61%

Repeat Customer 258 11 4.26% 84 34.01%

Reynolds Web Solutions 66 25 37.88% 4 9.76%

Secure Leads 61 25 40.98% 7 19.44%

Start Financing 30 9 30.00% 4 19.05%StoneAge 1 0 0.00% 1 100.00%

Tahoe 170 43 25.29% 12 9.45%

Television 29 15 51.72% 4 28.57%

The Cobalt Group, Inc. 84 25 29.76% 8 13.56%

The New Hhr 185 56 30.27% 15 11.63%

Third Party 325 113 34.77% 54 25.47%

Tiburon Media Group 553 158 28.57% 10 2.53%

Trader Online 108 53 49.07% 6 10.91%Trader.com 542 294 54.24% 22 8.87%

Tucson Micro Site 22 3 13.64% 1 5.26%

Tv 3 0 0.00% 1 33.33%

Unitedautofinance.com 1,002 252 25.15% 40 5.33%

Used Car Internet - Phone 5,464 2,605 47.68% 304 10.63%

Internet Vanity Phone Numbers 73 29 39.73% 7 15.91%

Internet Sales Walk-In 129 26 20.16% 44 42.72%

We Want Your Car 317 91 28.71% 12 5.31%Www.chevyarizona.com 2 0 0.00% 0 0.00%

Xigroupauto 1 0 0.00% 0 0.00%

Yahoo 3 1 33.33% 0 0.00%

Yahoo (freeform) 3 1 33.33% 0 0.00%


6/12

34,32724%

4,6133%

54,48138%

7,4925%

28,80920%

14,45410%

5200%

Courtesy Chevy PHX Lead Volumes by Source CategoryJanuary 2005 through October 2007

Digital Market ing Generated Leads Independent Inventory Listing Sites 3rd Party Lead Providers

GM Sites and Lead Sources Phone/Walk-Ins from Digital Marketing BDC Recycled/Proactive/Referrals

Non-Internet Related Sources


7/12

1,72221%

1852%

1,44718%

4255%

2,62233%

1,61120%

801%

8,092 Sales from January 2005 through October 2007

Segmented by Lead Source Category

Digital Marketing Generated Leads Independent Inventory Listing Sites

3rd Party Lead Providers GM Sites and Lead Sources

Phone/Walk-Ins from Digital Marketing BDC Recycled/Proactive/Referrals

Non-Internet Related Sources


8/12

0

500

1,000

1,500

2,000

2,500

3,000

Digital MarketingGenerated Leads1,722

IndependentInventory ListingSites185

3rd PartyLead Providers1,447

GM Sites andLead Sources425

Phone/Walk-Ins from

Digital Marketing2,622

BDC Recycled/Proactive/Referrals1,611

Non-InternetSources80

Total Sales Volume by Lead Source Category


9/12

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

Digital Marketing GeneratedLeads, 9.54%

Independent InventoryListing Sites, 7.09%

3rd Party Lead Providers,3.59%

GM Sites and Lead Sources,8.52%

Phone/Walk-Ins from Digital

Marketing, 11.32%

BDCRecycled/Proactive/Referrals

, 12.59%

Non-Internet RelatedSources, 18.48%

Sales Close Rates by Lead Source Category


10/12

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

47%43%

26%

33%

20%

11%

17%

Duplicate and Invalid Leads as Percentage of Total by Source Category

Digital MarketingGenerated Leads

IndependentInventory ListingSites

3rd Party LeadProviders

GM Sites and LeadSources

Phone/Walk-Insfrom DigitalMarketing

BDC

Recycled/Proactive/Referrals

Non-InternetRelated Sources


11/12

15,96517%

12,79014%

14,45816%

4,9425%

43,97948%

Phone Lead Volume Compared to Volume of Selected eLead Types

BZ Web Site Micro Sites & Landing Pages

Credit Applications Buy-Back & Trade-In

Phone Calls - All Types


12/12

1,072, 16%

327, 5%

650, 10%

254, 4%

4,323, 65%

Sales Volume Comparison of Phone to Selected eLead Types

BZ Web Site Micro Sites & Landing Pages Credit Applications

Buy-Back & Trade-In Phone Calls - All Types

automotive digital marketing case study: leads by source analysis for chevrolet dealer

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