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Traditionally, leads have been the Holy Grail of automotive buyer intent. Leads are still valuable, but there is a whole spectrum of true sales indicators that are getting lost in the shuffle. Our business intelligence at Cobalt exclusively reveals that the top four true sales indicators today are: Hours and Directions pageviews, VIN views, time spent on VIN, and total number of vehicles viewed.
To my put this in perspective, here is a real life example from a recent dealer visit.…Continue
Nearly every day that I meet with dealers, I’m going over statistics. The metrics that dealers are most interested in are always the same: leads, leads, leads. I constantly field questions like: “Why are my email leads down this month?” “Great, my phone leads are up!” “Why are my hours and directions visits… wait, what are those again?” Sounds familiar, doesn’t it?
The truth is, this fixation on leads is short-sighted. According to a 2011 study done by AutoTrader.com and Polk* 69% of…Continue