Trader says this new tool will help dealerships in Canada to improve on data-based marketing choices.
The launch of the new tool follows a test program that was conducted last year, a trial that included over 1,200 dealers, before choosing to launch the program.
The company states Match's analysis of sales activity has already exceeded its expectations and its own platform shows an average 35.4% increase in sales.
Ian MacDonald, the Vice President of Strategic Marketing for Trader, says the company is focused on developing the ability to integrate consumer online behavior and car sales information.
“While it is still virtually impossible to pinpoint the specific marketing driver for every vehicle sold in Canada, Match is the closest we — or anyone else in the North American automotive industry — has ever come to being able to reliably attribute digital traffic directly to automotive sales,” MacDonald said in a news release.
Match works when Trader analyzes sales data from dealers and then cross-referencing that data with search logs which will include postal codes and vehicle make and models. This process will find consumers who bought a car after searching for it on the autoTRADER.ca marketplace platform.
The company believes this will allow dealers, general managers, and marketing managers to get more information about consumer purchasing habits and if Trader was driving customers to them.
This will also help dealers identify where their consumers are coming from allowing for better marketing based on location.
Tim Peacock, the General Manager for Colonial Honda, stated that even with newer technology determining where to properly advertise and market in order to receive a good return on investment is still very hard.
“With the Match program, we are able to send a file to our autoTRADER.ca rep and have them generate a report that tells us with reasonable accuracy the percentage of people who were on autoTRADER.ca as part of their journey and who ended up buying a vehicle from us,” Peacock said.
He continued, “It’s very helpful in determining how effective our marketing is and very clearly demonstrates how important a business partner autoTRADER.ca is to us.”
“So we encourage our dealer partners to engage us, and see what Match can do for their business,” he said.
He continued, “We’re looking forward to working together with dealers across the country to make a difference and continue to get better at connecting the dots.”