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CRM Sales ROI Report

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bpreston

bpreston

Grease Monkey
Apr 29, 2009
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Bobby
#1
Hey guys,

My CRM is iMagicLab and something that frustrates me with the ROI reporting is the following situation: for a lot of advertising sources such as manufacturer leads or dealer website there are several ways that a customer can submit a lead. Take for instance dealer website where a customer can submit a lead from:

-ePricer/Quick Quote
-Credit Application
-Trade-In
-Sell us your vehicle
-New Vehicle Inquiry
-Used Vehicle Inquiry
-Make an Offer

Being that they come through the system like this our website might only show a small percentage of sales and the rest are broken out between those aforementioned parts of our website. Obviously I can have my website provider send all the leads under the same name in order for the ROI report to be clean. However, it obviously is very important to see where leads are coming from on our website and which ones we are selling. (Would be nice if we could have referring URLs on the CRM as well!)

I have iMagicLab looking at it as a feature request to be able to combine some of the aforementioned parts of the website into one general dealer website ad source (likewise for other advertising sources where the same things occurs) which can be expanded out on the ROI report to see where on the website the sales came from.

Does anyone have any recommendations or suggestions?

Thanks,

Bobby Preston
 
#2
It is actually a very simple fix in iMagicLab Bobby. Just have all your website leads named one thing. If you go that route, you will lose the ability to see where the customer came from on your website inside iMagicLab. However, you can still see which forms are effective in your website's back-end tool.

The other route is to go into your iMagicLab Control Panel >> Dealership Settings >> Lead Provider Setup >> scroll down to where you enter advertiser costs.

Then split your monthly website bill up amongst the different form sources.

For example, let's say your monthly website bill is $2,000 and these are your form sources:

-ePricer/Quick Quote
-Credit Application
-Trade-In
-Sell us your vehicle
-New Vehicle Inquiry
-Used Vehicle Inquiry
-Make an Offer

There are 7 sources there. What is $2,000 divided by 7? It is $285.71. So put that amount next to each lead source and you'll have a total break down in your iMagicLab Ad Source Performance Reports.
 
#3
bpreston said:
Hey guys,

My CRM is iMagicLab and something that frustrates me with the ROI reporting is the following situation: for a lot of advertising sources such as manufacturer leads or dealer website there are several ways that a customer can submit a lead. Take for instance dealer website where a customer can submit a lead from:

-ePricer/Quick Quote
-Credit Application
-Trade-In
-Sell us your vehicle
-New Vehicle Inquiry
-Used Vehicle Inquiry
-Make an Offer

Being that they come through the system like this our website might only show a small percentage of sales and the rest are broken out between those aforementioned parts of our website. Obviously I can have my website provider send all the leads under the same name in order for the ROI report to be clean. However, it obviously is very important to see where leads are coming from on our website and which ones we are selling. (Would be nice if we could have referring URLs on the CRM as well!)

I have iMagicLab looking at it as a feature request to be able to combine some of the aforementioned parts of the website into one general dealer website ad source (likewise for other advertising sources where the same things occurs) which can be expanded out on the ROI report to see where on the website the sales came from.

Does anyone have any recommendations or suggestions?

Thanks,

Bobby Preston
Click to expand...

The only real answer is to have a "master/parent lead source" assigned to each one so they can be grouped up for reporting. But this would have to be done in the CRM itself. Same issue applies to like OEM leads. They send several types but you want to be able to do reporting on all of them or specific sub types.
 
#5
The latter is my favorite too. Personally, I don't rely on CRM for advertising sourced reports because I have over 150 users who can taint the data. If I trusted my people to always get the source right even over 80% of the time, I'd use it. I use our website's backend tool for my needs....with a slight mix of CRM data.
 
#7
Oh yeah....duh Alex. I forgot you guys are on with Dealer.com as well.

We just launched a new site, and the Control Center has changed a bit for me. I used to live in the Website >> Overview report (I miss it), but now I'm jumping between a few. The replacement for that report is under the Website section again and it is now called "Interactive". I also look at the Referral Summary report and Form Submissions. Those are my top 3 in Dealer.com's Report Dashboard.

In iMagicLab, my favorites are (from the Enterprise level), and in order of my favorite first:

#30: System Utilization Report
#8: Daily Activity Report
#5: Appointments by Employee and Date report
#2: Ad Source Performance Report (this is the one I combine with DDC's Form Submission report)
#1: In the Legacy Reports >> Dealership Survey Report
 
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