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What the Buzz is Closed Loop Analysis?

Closed Loop Analysis

Dave Hollander, Cobalt Online Marketing Manager

by Dave Hollander, Senior Marketing & Communications Manager

Tired of listening to the marketing mumbo jumbo that everyone loves to use but hates to explain? Sometimes ya just gotta say, What the Buzz? Let’s debuzz digital, break down the chatter that matters and expand our digital dictionaries… all in seven sentences or less.

Today’s buzzword is closed loop analysis. We’ve asked one of our resident Digital Demystification Delegates to explain what it is and why dealers should care.

  • A closed loop analysis is any process that successfully links a customer’s in-store purchase process with the online activity that led to it.
  • Connecting both ends of the shopping journey was traditionally a manual process that required a customer’s subjective self-reporting.
  • More recently, the advent of Internet cookies has enabled retailers to better trace the digital breadcrumbs of a shopper’s online activity that preceded a sale.
  • Customers can be cookied in real-time, or retroactively once their path to purchase is complete.
  • By identifying a customer’s initial digital contact, their conversion event and every online action in between, retailers can determine which shopper activities eventually led to the sale.
  • Through analysis of these activities, retailers can also discover patterns of shopper behavior that customers share.
  • These predictive shopping patterns that emerge from closed loop analyses can provide a 360-degree view of your customers and your sale cycle, and will help you better optimize your marketing spend in future campaigns.

Cobalt has our own unique technique for closing the loop on car shopping behavior. Download the new eBook, Automotive Moneyball, to learn how our closed loop analyses have fueled an advertising platform that’s the best kept secret in dealer advertising.

Are you dying to say, What the Buzz? Tell us what buzzword you want debuzzed, and we’ll put our Digital Demystification Delegation Agents on it!

Cobalt is dedicated to protecting consumers’ privacy and are blind to all personally identifiable information.

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Download the new eBook, Automotive Moneyball, to learn how our closed loop analyses have fueled an advertising platform that's the best kept secret in dealer advertising.
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About the Author

Dave Hollander, Cobalt Online Marketing Manager Dave Hollander still regrets selling his first car, a '89 Jeep Wrangler named Mallory, dubbed in honor of Mallory Keaton, his childhood crush and the one that got away when Family Ties was cancelled the same year his Jeep was born. Mallory's top got stuck down one summer. The Jeep's. Not the girl's. But that's no excuse. Mallory, if you're out there... it wasn't you. It was him. Dave is a Sr Marketing Communications Manager at Cobalt. He joined the Marketing & Communications team in April 2012 and helped launch Cobalt's video marketing. He now partners with Cobaltians far smarter than him to offer actionable insights to dealers through content marketing. Previously, as an Email Marketing Specialist at Cobalt, Dave was responsible for designing dealership email marketing strategies and campaigns, partnering with dealers to drive owner and in-market visibility, leads and sales within an integrated marketing strategy. Dave earned his B.A. in Philosophy from Colgate University and a M.A. in Interactive Media from Elon University. He'd love to hear from you. Give him a shout at, or @DavidIHollander.

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Tags: KPI, advertising, analysis, automotive, car, closed, consumer, dealership, digital, journey, More…loop, marketing, websites


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