Since 2012 Automark Solutions has been optimizing auto dealer websites for lead generation utilizing a series of plug-in conversion tools. While ample empirical evidence was available to prove these tools were effectively increasing the quantity of leads, there was limited evidence to quantify the quality of these incremental leads. In May of 2014 Automark Solutions commissioned iHS™ to conduct an independent analysis of leads generated by their lead converters. This case study summarizes their findings.
The objective was to independently validate or disprove the ability of Automark Solutions’ converters to effectively engage in-market buyers not just online shoppers.
Automark Solutions provided a data set containing approximately 12,000 unique customer records generated as a direct result of an engagement with Automark’s converters. Each record included: first and last name, phone number, email address, zip code and converter used to generate the lead.
iHS™ was able to successfully match the provided information with 9,974 unique consumer households in their database and cross-reference those against ownership records to determine who had purchased.