COLUMBUS, Ohio — Dealer marketing solutions provider Clarivoy announced the launch of its new software, which uses “any-touch” attribution to ensure the correct marketing sources receive credit during the customer’s purchase journey.
Whether first, last, or somewhere in the middle, any-touch attribution makes sure proper credit is attributed to those marketing sources which influenced the customer’s vehicle purchase, according to Steve White, Clarivoy CEO, who noted that dealers and third-party auto vendors receive millions of unique web visitors per month, and yet less than 5% identify themselves.
“Who are the other 95%, and did they purchase a vehicle?” White asked. “In the eyes of a dealer, the value of a third-party auto vendor, marketing agency or website provider is reduced to one thing: Leads. Since most visitors to a dealer’s website or third-party site are unidentifiable, 95% of the value of that vendor or marketing partner is lost.”
Clarivoy’s software gives dealers, vendors and marketing agencies visibility into the total number of vehicles each vendor and marketing source are responsible for influencing monthly. It provides continuous confidence in the value of the vendor’s offering to the dealer through an independent, trusted voice, White said.
“Unless you are the first or last touch in the CRM, you probably aren’t getting credit from the dealer. Even if you do get credit, it’s only for leads you delivered and NOT for anonymous shoppers that result in sales. What if you could show performance according to the amount of sold vehicles that had, say, Cars.com or Autotrader in the buyer’s purchase journey, instead of just being reliant on leads? Now you can with our new product: Attribution API. It encourages the optimal product mix while simultaneously mitigating churn. This allows vendors to consult with their dealers and continually prove their value.”Visit Clarivoy at Booth 763N at the NADA convention in Las Vegas.