Weed Out the Tire Kickers

1
Weed Out the Tire Kickers

• Prioritize Your Leads

2
Introduction

• Speakers
• Mike Spadafore/R. L. Polk Co. leading
  international provider of automotive intelligence
  and marketing solutions
• Jeff Raab/Detroit Trading Company largest
  automotive lead exchange for the trade of new car
  and auto finance leads
• Agenda
• Lead marketplace review
• Leveraging data and analytics
• The advanced exchange model
• A better way forward

3
It is a Tangled Web We Weave!
All leads are treated the same!
4
Key Automotive Assets

• Internet leads as a competitive asset
• Customers demand quality Internet Conversations
• Need to optimize the number of leads per
  salesperson

5
The Power of Analytics

• Prioritization
• Lead Follow Up
• Lead Purchase Optimization

6
BUYERS SELLERS

• What is the impact of
• Lead Prioritization
• on Buyers and Sellers
• at the point of purchase?

7
What BUYERS want
QUALITY
VOLUME
8
What SELLERS want
REVENUE
9
It comes down to this
REVENUE
QUALITY

But the current model isnt working very well
10
How do BUYERS address QUALITY today?

• Brand Sourcing
• Edmunds, Yahoo!, MSN, AOL, KBB, Cars.com,
  AutoTrader
• Outcome Data Measurement
• Rate suppliers based on closing
• Adjust lead flow from various lead gen sources
• Pay For Performance
• Increased payout based on lead closing

11
So what is the PROBLEM?

• All leads are not of the
• same quality
• even those from the best sources

12
Brand Sourcing vs. Lead Scoring
13
10s Close 5X Higher than 1s
Outcome Analysis of 73,287 Leads Bought, New or
Used, Any Dealer, 45 Days
14
How can we change the model?
Take Advantage of Lead Scoring at Point of
Purchase

• Use predictive intelligence to buy exactly what
  you want
• Buy leads based on their score
• Pay a price based on the value of the lead
• Improve operational efficiencies
• 10s close 5X higher than 1s Buy the 10s
• Dynamic, Market-Driven Pricing
• Pricing based on Propensity to Buy
• Increased focus on ROI, less on cost per lead

15
Impact on Lead Generators?

• Get paid a premium for your highest quality leads
• Every source has high-value leads
• Let buyers compete for your best leads
• Access to More Buyers
• Lead Scoring vs. Brand Sourcing
• Level playing field in an open market
• Benefit from Market Pricing
• Best Price for your Best Leads

16

• QUESTIONS?