Driving Dealer Marketing Success: Unleash the Power of VIN IQ

As the automotive industry continues to normalize to pre-pandemic supply and demand levels, dealers are again focused on finding ways to be as competitive as possible while maintaining or increasing gross margins. Although this can be a tough balancing act, it can be achieved by taking a closer look at a dealer’s marketing since digital promotion is a huge contributor to in-store sales.

With sales being a volume/numbers game, the amount of traffic being driven to the dealership website is crucial to improving sales performance. However, without taking a magnifying glass to examine the marketing campaigns that drive traffic to their website, dealers are allocating resources in the dark.

Another challenge dealers face is not being able to leverage their website traffic data to determine which campaigns are driving traffic to which vehicles in inventory, which means that dealers can’t calculate how much marketing spend was allocated to promoting a particular vehicle. This results in dealers being unable to calculate a true gross margin for any of their vehicles.

Leveraging Technology:

For the first time, dealers are equipped with the marketing analytics platform they need to leverage their website’s data to make informed decisions. With transparent reporting at the campaign level, VIN IQ is designed to help dealers transparently compare their campaigns to determine the true return on their marketing investments. With granular reporting at the vehicle level, dealers can calculate how much of their marketing spend is consumed by any particular vehicle in inventory to calculate true gross margins.

Analyzing Website Traffic by Campaign:

VIN IQ provides comprehensive insights into a dealership's website traffic at the campaign level, changing the way dealers determine the value of their marketing efforts. With side-by-side campaign reporting using vehicle-centric metrics, VIN IQ makes it easy to identify the most impactful campaigns. For example, dealerships can quickly see which campaigns are driving the most traffic and sales, which allows them to allocate resources away from underperforming campaigns to boost sales performance. This not only saves valuable resources but also maximizes the return on marketing investment.

Revealing Campaign Performance by Vehicle:

One of VIN IQ's groundbreaking features is its ability to reveal campaign performance on each vehicle in inventory. This means dealers can calculate traffic exposure per vehicle and accurately assess the gross margin after the true cost of marketing. Although this level of insight was previously unattainable, VIN IQ’s reporting per vehicle provides dealerships with a competitive edge in the market. Dealers using VIN IQ can improve their marketing efforts based on true gross calculations after the cost of marketing which allows them to focus on vehicles that generate the highest returns.

Impacting Marketing Success:

In today's fast-paced digital landscape, staying ahead of the competition requires dealerships to adapt and strategically evolve, especially when it comes to technology. VIN IQ empowers dealers to leverage their own website data to make informed marketing decisions that can impact sales the most.

Discover whether your marketing efforts are providing the best possible return on investment, or if you can make tactical pivots to increase traffic on your vehicles and, ultimately, increase sales. Find out with VIN IQ’s free performance analysis.