Autobytel announced that it has partnered with Polk, a provider of automotive information and marketing solutions, to conduct a case study based on data collected by the two companies. The focus of the study was to determine how Autobytel can best advise its clients on the ways consumers research vehicles and their cross-shopping behavior, among other insights on automotive marketing.
Launched online in 1995, Autobytel is focused on assisting consumers purchase cars online, as well as offering consumer purchase requests and marketing resources to car dealers and manufacturers. Via the company's flagship website, network of additional automotive websites, and affiliates, Autobytel connects thousands of dealerships with motivated car buyers nationwide.
The study shows OEMs and auto dealers a picture of consumers' cross-shopping behaviors, including purchase timeframes and new-to-used vehicle shopping patterns. The data collected will show dealers the number of lost sales (as in: consumers who bought a vehicle from another dealership) from the leads delivered to their dealership. Dealers will also be able to see exactly at which point the loss occurred, and the vehicle the auto buyer ultimately chose.
"The conversion data from Polk has proved to be beneficial to us internally as well as for our clients," said Autobytel Inc. CEO and president, Jeffrey H. Coats. "By analyzing consumer behavior, we are able to better manage and focus our internal lead generation activities. Autobytel dealers and OEM partners benefit not only from our actions, but also by analyzing the data themselves and making changes to their processes."
"The findings show that product parity has leveled the playing field and consumers are considering brands deeper in the buying funnel," said Brad Korner, Vice President, Sales and Client Services, Polk Automotive Retail Solutions. "Therefore, OEMs and dealers have the opportunity to implement more strategic marketing approaches for targeting in-market consumers."
To learn more about Autobytel, visit autobytel.com
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