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Multi-Touch Attribution is an advanced analytics methodology that tracks a series of customer touchpoints through the sales cycle and assigns credit to each. There are several types of multi-touch attribution models including: Linear, Time Decay, Parabolic, Algorithmic (Data-Driven).
Anonymous Attribution identifies the online and offline purchase paths of buyers who choose to remain anonymous. Anonymous Attribution uses proprietary technology that matches a buyer to the devices, access methods, and sessions they used to shop for their vehicle.
While 83 percent of car shoppers visit a dealer’s website prior to visiting the dealer’s store, the majority choose not to self-identify by filling out a form, chat or a phone call. According to a Polk Automotive Influence Study, approximately 2 out of 3 car buyers do not contact a dealership via form submission or a phone call prior to their first visit. This data gap leaves a huge blind spot in a marketer’s ability to accurately attribute sales to sources like paid search and third party sites.
The ability to provide purchase path data for a broader group of customers significantly increases the accuracy of sales attribution results. The insights derived from this broader data set show more clearly the results of keyword searches, display advertising, social referrals, and third party sites, leading to improved marketing performance.
A touchpoint is when a customer was exposed to a marketing effort. (whether they responded or not) (i.e., they got a direct mailing, they opened an email, they saw a TV spot).
Clarivoy’s Multi-Touch Sales Attribution Dashboard allows our clients to view a consumer’s full purchase path, sorting and ranking the true influence of each channel’s contribution – paid search, display, email, third party auto, organic search, social, cross family, video, Tier 1 and Tier 2.
Because we aren’t an automotive digital marketing agency, we can provide independent, unbiased analytics. We don’t have any skin in the game with regards to which channels come out ahead.
We fractionalize credit across all touchpoints using a proprietary attribution model ensuring all traffic driving sources receive proper credit.
Our Sales Attribution analysis of your business depends on the completeness of data we receive about your customers during the purchase funnel. Vendors vary in the amount and quality of data they provide; we can recommend vendors in each category who provide the most attribution-friendly data. We recommend using the following sources:
Sales Records, Chat Records, Inbound Phone Call Logs, Third Party Auto Leads, Website Lead Forms, Digital Marketing (Paid Search, Social and Display), Email Reports, Direct Mail Marketing, and CRM Data