The new Dealer.com Analytics empowers dealers with the cutting-edge tools and transparent data they need to optimize marketing strategies and execute effective campaigns. The enhanced Analytics experience features an intuitive interface designed to deliver both insight and foresight. Enhanced graphics make for quicker and more accurate analysis. And we ve taken the best UX elements of Google analytics and combined it with proprietary, dealership-specific KPIs and insights. Reports are easily sortable by date range, and feature comparable dealership data for complete benchmarking visibility. We will continue to roll out improvements to the system throughout the year and into 2017, to ensure our clients are equipped with the very latest technologies to inform smart, data-driven decisions Website Insight Dealer.com Analytics delivers an unparalleled window into your Dealer.com website performance. Reporting is quick, responsive, and accurate. All data is easily accessible from one centralized hub, and consistent across multiple applications and access points.
Website Reports are organized into three main areas: Referral Details Report: Drill down into specific referrers within each channel. Gain greater insight into how car shoppers from a specific channel or referrer interact with your website. Graph: See the trend over time for a date range broken out by day, week, month, quarter, or year. Choose from a list of metrics available in the dropdown menu to analyze by referrer channel, device type, or page type. Traffic Details Report: Segment traffic to identify performance trends based on device (desktop, mobile, tablet). Content Details Report: See the page categories automotive shoppers are engaging with,and drill down to view the page paths visited within each category. Each Website Report contains three distinct sections: Summary: A rollup of key performance indicators for the selected date range. Compare metrics to both the adjacent range and previous year. Table: Customize the table at the bottom of the report by adding or removing columns and filtering for specific criteria using the Add/ Remove Columns and Filter Table widgets.
What questions can I answer with these reports? Referral Details Which referrer channel drives the highest volume of Visits to my website? Which referrer channel drives the highest volume of Visitors to my website?which referrer channel has the highest/lowest Bounce Rate? Which referrer channel drives the most Page Views per Visit? Which referrer channel drives the most Vehicle Details Page Views? Which referrer channel drives users to spend more time browsing my website? Which referrer channel has the highest Form Submission Rate? How much of my traffic is being referred by third party advertisers? Traffic Details What percentage of website Visits are coming from tablets? What percentage of Form Submissions are coming from mobile devices? What device type drives the highest volume of traffic to my website? Does mobile traffic to my website drop during a certain time of the week, month or year? Which device type has the highest Bounce Rate? Which device type drives the most Vehicle Details Page Views? On average, how much time do users on mobile devices spend browsing my website?
What questions can I answer with these reports? Content Details What are the top viewed pages on my website? Which page on my website do users spend the most time browsing? How many times was the New/Used Vehicle Listing Page viewed on my website? How many times was the New/Used Vehicle Details Page viewed on my website? How many users entered my website through a Vehicle Listings Page? What page on my website has the highest Bounce Rate? Benchmarking Benchmarking is a visual enhancement to the existing Analytics detailed reports. It allows you to see how an account s key web metrics compare to other dealerships. The Analytics platform tracks and stores information about millions of website visits every day across thousands of dealership domains. Benchmarking leverages this data to deliver insight into how a dealer s website traffic compares to others in auto retail. For the first iteration, Benchmarking will only appear on the Traffic Details report. Establishing Benchmarks Take the number of visits to a website for example. The Analytics platform collects the total visits for accessible accounts on a given day, sorts them by value, breaks the spread into thirds, and establishes the 33rd and 67th percentiles: Account Visits to website on October 5 th gregsautomotive 284 marciasautomotive 200 alicesautomotive 192 67 th percentile petersautomotive 130 jansautomotive 84 33 rd percentile bobbysautomotive 52 cindysautomotive 26 If a visit total doesn t fall exactly on the 33 rd or 67 th percentile, Benchmarking uses mathematical interpolation to derive a value. The goal is to find the middle third and overlay that range on the Analytics reports charts, ultimately showing users where their dealership fell within that day s website visits range. Analytics is currently compiling benchmark data for visits, visitors, pageviews, vehicle details pageviews, and form submissions.
Benchmarking Categories To make Benchmarking more relevant to users, there a few categories to choose from: Dealers in My Region This benchmark allows comparison with other dealers who share the same geographical factors (e.g. cold snowy winter in New England). The regions are synonymous with United States Census Bureau Divisions and a dealership s address is used to determine to which division it belongs. Dealers in My Region Who Are of the Same Brand To further narrow the comparison, sales data is used to determine one brand for an account based on its franchise association. Some brands are grouped together because they frequently share lots: Buick, Cadillac, Chevrolet, and GMC are all classified as GMC. RAM, Jeep, and Dodge, and Chrysler are all classified as Chrysler. Alfa Romeo and Fiat are both classified as Fiat. Ford and Lincoln are grouped under Ford. Jaguar and Land Rover are grouped under JagLR. Toyota and Scion are grouped under Toyota. Mercedes and Smart are grouped under Mercedes. At this point in time, dealers who sell multiple brands do not have this benchmark available. Dealers Like Me This benchmark offers the narrowest list of dealerships to which users may compare themselves: geographically similar, with comparable inventory sizes, selling the same kinds of cars, and residing in markets of similar population and income. In order to have a meaningful population of dealerships to draw from, the geographical region is broadened to actual Census Bureau regions (four in the United States). Population and median income data also come from the U.S. Census, and the full ranges of each are broken into three equal-sized buckets. Inventory size is drawn from our own database, and is broken into three general categories (S, M, L) based on a rolling average of cars on lot. The kind of cars sold at a dealership (vehicle class) is determined by the brand association, which is mapped to one of five categories: Economy, Midline, Highline, Luxury and Exotic.
Group Benchmarking To address the challenges of comparing dealerships with unique, multi-brand inventory, Benchmarking simulates a similar group by creating a benchmark set for each individual dealership within the group, calculating the benchmark region for each individual dealership benchmark set, and then summing these to reach a group benchmark. Using Benchmarking If a Benchmark is available to the user (currently only on the Traffic Details report), a lightswitch control will appear within the trend chart area: Once activated, the trend chart will show one aggregate metric (total visits, total visitors, etc.) against a shaded band of data. This band is the Benchmarking Zone, and represents how the middle third (see above) of dealers in your selected benchmark are performing in that metric. Since this feature is only an enhancement, none of the existing report functionality changes. Users may manipulate the dropdowns as before, and Benchmarking will only present itself when available.
Notes There is no calculation when there are fewer than 10 accounts available for a benchmark. There are two main reasons for this: 1) The data pool is insufficient to draw meaningful conclusions; 2) There is a risk of exposing sensitive competitor data (if you know there s only one other Lamborghini dealer in your region, you ll have unprecedented insight into its webstats).