Will Dataium Revolutionize Automotive Digital Marketing and the Role of CRM?

[Jeff Kershner]

Monday it is!
Jeff Kershner
Founder | DealerRefresh

jeffkershner@dealerrefresh.com

DealerRefresh Automotive Dealer Forums

DealerRefresh Dealer Forums provides Dealers a place to discuss best practices and seek help in automotive sales, service, and parts technology. Marketing, CRM, Inventory, Web Site platforms, DMS Integration, and search engine practices are a few of the items for dealership support on DealerRefresh.

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[JesseJ]

This is a great concept. I was under the impression VIN solutions already had something like this incorporated into their CRM? Maybe it's not as comprehensive. What is the pricing on this product?

 

[Brian Pasch (blog)]

Jesse
VinSolutions has VINLens which tracks the referring URL source in the CRM so that you have the ability to see leads by last referring source. They also have cookie technology and tracks specific websites.The Dataium project takes that to another level because their deeper access to other dealer websites and partner sites gives more comparative data as well as deeper shopping data.

 

[Alex Jefferson (blog)]

Great Post Brian!  I'm on the edge of my seat for part 2.

 

[Jerry Thibeau]

I just read this from Google: 

Google is making a concession to give owners of residential wireless networks greater privacy.
In
a change announced on Tuesday, Google will prevent residential wireless
systems from being listed in a database that helps the company track
people on mobile phones.
The adjustment is a response to concerns
raised in Europe. Regulators have periodically looked into whether
Google's mapping services violate Europe's privacy laws.
To avoid
trouble, Google will permit owners of wireless networks to opt out of
the company's tracking technology. The option will be available
worldwide in autumn.
Google relies on the signals from wireless,
or Wi-Fi, networks scattered around neighbourhoods to get a better
handle on locations of someone on a mobile phone using Google's Android
software or other services.
The company says the Wi-Fi networks do not reveal people's identities.

 

["Expert" Brian Pasch]

Hm. Questionable data in this article.

Brian Pasch says:
"This year, the number of website platforms that are Google SEO compliant have significantly increased."
There is no "Google SEO compliance." You either do SEO well or you don't. To say that these vendors are meeting some sort of standard that Google provided is false.

Brian Pasch says:"The unique advantage that OEM platform providers have is that they can track on-site inventory searches, page views, and see which paths led to a form being submitted or a call being made.  The internal site data and lead tracking is not available to outside analytics companies like Google."

This is entirely false. The unique disadvantage of OEM platforms is that they prohibit the dealer from tracking important elements because they don't give you access to the source code. Who cares about "tracking pageviews"? We're not advertising based sites so pageviews are irrelevant. What's important is conversion rate and lead count and you better believe that you can get ALL OF THAT INFORMATION with Google Analytics. You can define goals, goal funnels, track custom javascript events, segment data, track phone calls down to the keyword level (yes, that's possible!), and much much more. The "website report" that Cobalt used to send us is the biggest pile of useless and un-actionable crap data I've ever seen.

You want real data? Shy away from the OEM sites and find someone that knows how to use Google Analytics and Google Website Optimizer. You'll be amazed at how much you aren't getting from your OEM website provider.

 

[Slee]

I find this conversation very interesting as I have placed the Dataium source on several specific submit forms and pages to see evidence of their pitch.  The key is tracking every page, including the manufacturer reemed webistes/silos, and all third-party placements. Some companies have rejected the request, yet I'm paying them, so with a permission slip, we may get them tagged. I agree most dealers have no clue how to funnel and test their active pages, simply reviewing the used cars most active hits. However, getting the opportunity to understand what it means and how to channel this into an ongoing strategy is beyond most dealership staff.
I look ofrward to vetting the results of our Dataium test and sharing the score.