use data today to sell more cars tomorrow
TRANSCRIPT
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Use Data Today, To Sell More Cars Tomorrow
Chris Fousek
eCommerce Director
Cadillac Village of Norwood
Village Automotive Group
9th Digital Dealer October 2010
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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
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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
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Manage Your Pipeline With Business Intelligence
• Reduce Cost• Increase Revenue• Improve Customer Satisfaction
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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
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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
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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
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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
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#1: Your Web Analytics
Analytics Dashboard
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Always Drill Drown
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Keep Drilling
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
E-Mail Campaigns & Long Term Follow Up
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Use Goals
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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
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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
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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
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Monthly Internet Performance Summary
17
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
#5: Third Party ClassifiedMore than just leads…
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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
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
4q iPercptionsFree tool
Avinash Kaushik
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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
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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
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
A Smarter PlanetIBM Video
http://youtu.be/sSSLYIURzmE
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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
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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
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Chris Fousek Village Automotive Group 9th Digital Dealer October 2010
Thank you
• Questions?
• Chris FousekE Commerce DirectorVillage Automotive [email protected]@cfouseklinkedin.com/chrisfousek