Background
Autometrics collects the most comprehensive new vehicle shopper data to enable automakers, their agencies and industry analysts to track essential metrics including new car demand, competitive threats and opportunities, marketing and incentive effectiveness, shopper to sales conversion ratios, cross shopping activity and inventory management opportunities, all at national, regional and DMA level. Combined with the latest data science techniques, clients can tactically allocate sales and marketing resources to reflect changing patterns of sales demand, increasing sales at a lower cost.
Autometrics’ shopper data is the most complete and consistent leading indicator of new car demand for new vehicles in the US. Data for all makes and models is collected in real-time from a vast range of third party automotive websites, covering an estimated 90% of all new car buyers.
Why is the Shopper Data important?
Using Autometrics shopper data, automakers have almost immediate insights into lower funnel demand for their vehicles, by market, and how that demand is changing relative to the competition. The negative sales impact of competitive campaigns can be assessed as soon as they air, as well as consumer reaction to own-brand marketing activities.
Insights are available to answer a range of questions, such as:
Marketing and Incentive Strategy
Should the focus be on increasing the number of shoppers, due to lower than required Share of Shoppers in a market? Or should the concentration be on sales conversion tactics, due to higher than expected Share of Shoppers, or a combination of both approaches?
Incentives Effectiveness
Analyse historic incentive effectiveness for each vehicle segment at national, regional and DMA level, by dollar value.
Advertising Effectiveness
How effective is each advertising campaigns at increasing shopper demand? Which markets are responding more favorably to an ad campaign than other markets? Which competitor campaigns have the greatest negative impact?
Inventory Mix
Which markets have oversupply or undersupply of vehicles for the six weeks ahead, based on regional sales demand? Plan local media campaigns to move vehicles that are in oversupply, and avoid wasting marketing efforts on vehicles that are in undersupply.
Cross Shopping Intelligence
Which competitors are likely to affect my shopper sales conversion targets?