Let's see.... If it's a yes, does that make sense? Not really, as it's only media, and it would be as foolish as asking the same question about the newspaper or television. How 'bout "No." Common sense says that's the only correct answer, as the only businesses who wouldn't like it are those who don't understand it. You know. Like the only people who wouldn't like the newspaper are those who can't read. Nor would TV be appreciated if everyone was blind.
After due consideration, I think you could have asked a "less vague" more provocative question. You could have asked "Is the Internet the enemy of car dealerships' profit"? Or, is the Internet the enemy of car dealerships' vehicle presentations, or car sales reps just in general? As I mentioned in my previous comments, having read your ADM bio and company website, to me this post may be "tuned" more to generating an opportunity to "barter your wares." Which, by the way, is fine with me.
But, there is one thing I'm totally ignorant of, and you're just the guy to give me the answer. Noticing you've blogged again this week and I haven't noticed you blogging recently, is the reason for twice-in-a-week posts because you're kicking up some business? Please tell me (us) about it. (Of note, Mr. Ruggles' comments about getting rid of sales people could be somewhat accurate, but only for those reps who don't understand sales, and their leaving might be good for all concerned. However, the pros I mentioned in my previous comments, will prevail and will always be worth more than they cost.) …
t ignorance. If someone can get attribution dialed in anywhere near accurately AND we can get managers properly understanding and using it, it's a gold mine that can revolutionize the industry.
Caution because I've been around too long and seen way too many claims like this that turn out to be garbage.
I recently sat through an attribution report presentation at one of our stores that was done by one of the behemoth sites. They had used a "nationally known and respected" attribution firm for their study. They were going to show us how they used the data to show us how much value they provided to us.
Yet, after all their hype about how much the report cost and how much business they drove to our stores, they couldn't even show if the customer had been on their site before or after the sale, when the customer had been on the site, if the customer had even viewed one of our vehicles, and so on. But the site was claiming to have driven over $100,000 in business to one of our stores. They made that claim because people who had bought from that store had also visited that site sometime during the 3 months the report covered...even though the store had only been on the site for 2 weeks. They also arrived at their number by claiming 100% credit for each sale...while at the same time admitting customers view 20+ different resources during the buying process.
I'm highly skeptical of claims of anywhere near 100% accuracy with attribution. Until you can get all the way into a customer's mind and memory each and every time, 100% accuracy is a fallacy.
I'm also highly skeptical about the intent of offering it for free. That's a really nice notion...but is it really going to be free? Or is it going to be a barter - we get the tool for free, but then AutoHook gets to view and / or keep our data for free?
Maybe this is the real deal and is the start of something legit...or maybe it's just another ploy by a vendor to acquire more customer data.
Only time will tell...
Until then...cautious optimism.…
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