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Dataium Automotive Shopper Intensity Report - November 2012

November 2012
Automotive Shopper Intensity Report

The Dataium Automotive Shopper Intensity Index (ASI) is a leading indicator of Automotive Retail Sales.

Dataium historical tracking shows that Automotive Retail Sales closely mirror the fluctuations of the ASI. This index serves as an early predictor of the next 30 – 45 days of automotive retail sales.

The report illustrates that the ASI index, a leading predictive indicator of automotive retail sales, reversed course in October, and reflecting seasonal trends, declined 5.78% from September.

Despite two major recalls within the past few months, shopping intensity around the Toyota brand remains at an all-time high, with the ASI ranking five Toyota models: the Camry, RAV4, Tacoma, Tundra and Prius in the top 10 for new vehicles. Moreover, the Toyota Camry gained a spot from last month to
rank highest in ASI of all new vehicles.

Similar to September, October introduced many newcomers to the top ten ASI ranking list, including three luxury imports: Acura's MDX and RDX along with the BMW 328i. 


Additionally, in October, the former top ASI ranked auto for the past three months, the Chevrolet Silverado, experienced the largest declines in intensity of all new vehicles, and consequently, fell off the top ten list.

The Honda CRV, which has been consistently ranked in the top ten for new vehicles since July, moved up a spot in October, to rank fourth.  Furthermore, despite the lack of manufacturer incentives, the CRV has consistently outperformed the compact SUV market since June.


Eric Brown, Dataium CEO stated, "Import brands continue to dominate consumer interest and show no sign of weakening. This is reflected in continued expansion of their US based production capacity and consistent release of new models that are attracting new consumers in to the market."


ADM Professional Community Members can download the entire report, including charts and detail by make and model by "right-Clicking" on the following link and selecting "Save File As" or the equivalent: Dataium_Nov_2012_ASI_Report.pdf  


Source is an email distribution sent to me as follows:

Hello Ralph,

Thank you for subscribing to the Dataium ASI™ Report.

Click here to download a copy of the report.

To request complete access to the ASI predictive modeling tool that forecasts future consumer demand by make and model, trim level, segment, region, and market, email us at



Team Dataium


Views: 526

Tags: -, 2012, Automotive, Dataium, Intensity, November, Report, Shopper


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Comment by Joe Webb on November 28, 2012 at 12:20pm

I think I have a good grasp on it now, Tarynne.  Behavior, in this context, includes a combination of every activity a customer can make regarding a brand, make and dealership as a means of "showing interest".  I simply wanted a better understanding of what the data provides when it comes to adjusting dealer strategy.  (By the way, is there any way to take into consideration the sheer number of online entities and digital assets - or even dealership volume - one brand has over another?)  Just wondering.  Or I'll call Jason some time and get a more in-depth low down.  Thanks.

Comment by Tarynne Rodney on November 28, 2012 at 12:14pm

Joe, "behavior" consists of hundreds of different consumer online activity such as visiting dealership or portals, conducting a search, visiting a vehicle details page, engaging in chat, getting trade-in information, watching a video, etc. If you like to learn more about contextual behavior analysis, feel free to send an email to or visit our website

Comment by Joe Webb on November 28, 2012 at 11:55am

Tarynne - so what exactly is considered "behavior"?  Submitting leads or searching?

Comment by Tarynne Rodney on November 28, 2012 at 10:02am

Dataium’s ASI or automotive shopping intensity is more than just searches, vehicle views or lead submissions; it's a proprietary algorithm that utilizes the contextual behavior of shoppers on over 10,000 websites

Comment by Lisa Bundy on November 28, 2012 at 8:06am
Dataium is a great tool that can give any dealer an edge of knowing what is "hot" and meet the needs of the masses. Work smarter not harder!

Comment by fred uhter on November 28, 2012 at 6:29am
Great data
Comment by Kevin Frye on November 28, 2012 at 5:49am

This is one of the things I love about technology...  Great info, great tool, thanks for sharing Ralph!

Comment by Joe Webb on November 28, 2012 at 4:58am

Just for clarification, when you discuss "shopping intensity" for a brand, is this based on their searches and views of these vehicles on dealer/OEM sites or is this regarding the volume of leads submitted for the specific make/model?

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