Download - Use Data Today to Sell More Cars Tomorrow
Use Data Today, To Sell More Cars Tomorrow
Chris Fousek
eCommerce Director
Cadillac Village of Norwood
Village Automotive Group
9th Digital Dealer October 2010
1999
• Local Computer Course• Salesman• The Print out• Given the Internet• The Leads• Website B.I. (Before Inventory)
• Website as Core• The Pathway• ISM • Sales Manager• BDC• eCommerce Director
“See if you can figure this out.”
Chris Fousek Village Automotive Group
9th Digital Dealer October 2010
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
“Just saying…”
“I know 50% of my advertising works…
I just don’t know which 50%”old sales maxim
“Be an Astute Student of the Game”Ted Sarandis – Ted Nation
WEEI - Boston
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Manage Your Pipeline With Business Intelligence
• Reduce Cost• Increase Revenue• Improve Customer Satisfaction
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Business Intelligence?
• Computer-based techniques used to spot, dig-out, and analyze business data.
• Historical, current, and predictive views of business operations.
• Common functions are reporting, analytics, data mining, business performance management, benchmarking, text mining, and predictive analytics.
• Enables & Supports decision making without bias
-Wikipedia
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Your Pipeline
• Is only as good as the sum of it’s parts• Know your parts – don’t just mix them in• Identify the purpose of the part • You can only manage what you understand • Measure what you manage• Think Accomplishments
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
The Now
– Until Now…• What’s been going on
– Historic Data– Trending Data
– What’s Happening Now…• Real Time Data• Social Data• New Technology• Greater Sophistication
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Until Now…
• Web Analytics• CRM Reporting• Call Reporting• Inventory Management Reporting• Vendor Reporting
– 3rd Party Classified / Chat / Video / Lead providers
• Web Site Surveys
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#1: Your Web Analytics
Analytics Dashboard
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Always Drill Drown
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Keep Drilling
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
E-Mail Campaigns & Long Term Follow Up
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Use Goals
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#2: Call Reporting
• Call Analytics• Use tracking numbers• Source
– How long is the call?– How many connected calls?– During what hours?– Are they prospects?– What time of day ?
Remember, the key is to always drill down
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#3: Your CRM
• LMP: Lead Management Process
• Leads / Contacts/ Appts / Appt Shows / Sold• Leads / Outbound Calls /Outbound E-mails
Inbound Calls / Inbound E-mails• ROI
– Cost per lead– Cost per sale
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#4: Additional resources
• Inventory Management Tools
• Third Party Leads / Third Party Classifieds
• Chat/Video/Finance/Training ….
• Excel
• On Exit Web Survey
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Monthly Internet Performance Summary
17
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#5: Third Party ClassifiedMore than just leads…
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#6: On Exit Web Survey
• Satisfaction• Primary purpose• Task completion• Why or why not?• Your customers own words• Powerful, simple & FREE
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
4q iPercptionsFree tool
Avinash Kaushik
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
ROI
• It’s not always a clear ROI formula
• Identify/Define the purpose of each part
• What do I want to accomplish with…– My Website– The Individual Source
Think Dividends
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
What’s happening Now…
• Real Time Data• Social Data• Mobile Platform: Anytime / Anywhere • New Technologies• Greater Sophistication
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
A Smarter PlanetIBM Video
http://youtu.be/sSSLYIURzmE
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
On the verge…
• Social Media• Social CRM• The Social Data Revolution*
Andreas Weigand former Chief Scientist at Amazon
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
The Influence of Social Media
• It’s not the ROI…• It’s the Social Data Revolution• Social CRM• Social Search• Social Commerce• Socialnomics – Erik Qualman• Your Dealerships Own Relevance & Reach
Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Thank you
• Questions?
• Chris FousekE Commerce DirectorVillage Automotive [email protected]@cfouseklinkedin.com/chrisfousek