What are the primary features of Autometrics Shopper Data?

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Consistency

Autometrics’ patent pending methodology has been continuously collecting shopper data sources since January 2009.  Only consumers that have decided to transition beyond general browsing, and have made the decision to approach local dealers for price quotes for new vehicles, are included in the data, making it highly predictive of lower funnel sales demand.

History

Autometrics Shopper data is available for all US makes and models since January 2009.  This enables deep analytical learning from the effectiveness of historical advertising campaigns, incentives, model launches, event sponsorships events etc.

Real-time Data Collection

Autometrics Shopper data is collected in real-time, and is optionally available to clients either hourly, or the following morning (depending on subscription level) to enable immediate decision making.

The Power of Measuring Shoppers

Autometrics Shopper data enables the automotive industry to track competitive vehicle demand before the sale occurs, however, Autometrics is much more that a leading indicator of future sales.  While the correlations to sales are very high, Autometrics enables the measurement of:

  • Competitive Activity – An early warning of competitive actions from sharp upward swings in demand, often at a local level.
  • Campaign Effectiveness – Do campaigns generate the expected increase in shoppers?
  • Sales Conversion Rates – Shopper to retail sales conversion rates vary over time, and across regions/DMAs, compared to key competitors.
  • Incentive Elasticity – Discover optimal incentives – doubling incentives doesn’t double the increase in sales!
  • Diminishing marketing returns – Spending to double the number of shoppers doesn’t translate into double sales!
  • Campaign Wear-Out – When a campaign has negligible effect on the number of shoppers.
  • Product Appeal Constraints – when increasing shopper counts fail to translate into increased sales, because buyers have been turned off by what they see and test drive, or a price.
  • Pull Ahead – when retail sales have spikes following a sales event, but have not been taken away from competitors – but instead will lead to a dip in future sales of a model.

Autometrics for building Response Models

Traditional sales response models focus on quantifying the overall impact of marketing mixes on sales. As a result, they cannot distinguish between the effects of marketing mixes on prospect generation versus conversion, and can lead to misleading effect estimates. For example, if an automaker offered a major cash rebate, which turned out to be quite effective in terms of boosting prospect conversion, but, during the same period, there was a decline in prospect generation for some reason, the net effect of decreased prospect generation and increased prospect conversion could be flat sales. If the automaker did not have a measure of prospect generation, it would come to the wrong conclusion that the cash rebate was ineffective.

Summary

With such a vast shopper data set, Autometrics provides automakers, agencies and industry analysts with immediate access to deep insights on every new model, including all competitors, at the national, regional and market level.  These insights offer a major competitive advantage across sales, marketing, pricing, production planning and inventory management teams, and beyond.  Ultimately, Autometrics shopper data is highly actionable and enables OEMs and agencies to make better decisions faster.

  • Autometrics Shopper data is a unique real-time competitive census of US new vehicle sales demand.
  • Autometrics captures shopper data for every make, model, at the zip code level
  • Autometrics represents the most consistent and complete lower funnel demand dataset available, typically reporting over 150,000 new shoppers daily
  • Data is driven by a vast range of third party automotive websites
  • Data is delivered either hourly or next morning (depending on subscription level) making it the most actionable dataset available in the US automotive industry