Post on 08-May-2015
description
Before the Form: Predictive Analytics for Sales
Scott D. Meyer@9Clouds Subscribe: 9clouds.com/blog
BEFORE THE FORM
BEFORE THE FORM
Customers don’t tell you what they want, they show you.
BLAST - CONVERT - FOLLOWUP
BLAST - CONVERT - FOLLOWUP
BLAST - CONVERT - FOLLOWUP
Emails
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
Newspaper
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
BLAST - CONVERT - FOLLOWUP
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
BLAST - CONVERT - FOLLOWUP
Scott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
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Scott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
BLAST - CONVERT - FOLLOWUP
Scott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
BLAST - CONVERT - FOLLOWUP
EmailsScott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
BLAST - CONVERT - FOLLOWUP
Emails
CallsScott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
BLAST - CONVERT - FOLLOWUP
Emails
CallsScott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
Retarget
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Emails
Calls
Mailers
Scott Meyer !scott@9clouds.com !Interested in a Focus !6056958968 !
Emails
Mailers
Commercials
PPC
Radio
Newspaper
Sponsorships
Retarget
This is desperate.
This is desperate.
21% of auto consumers see salespeople as trustworthy.
Customers don’t tell you what they want, they show you.
BEFORE THE FORM
DME Automotive, 2014
16% took no test driveBEFORE THE FORM
DME Automotive, 2014
16% took no test drive33% test drove only one car
BEFORE THE FORM
DME Automotive, 2014
16% took no test drive33% test drove only one car68% visited two dealerships or fewer
BEFORE THE FORM
DME Automotive, 2014
16% took no test drive33% test drove only one car68% visited two dealerships or fewer80% used the Internet in buying process visiting average of 10 websites
BEFORE THE FORM
DME Automotive, 2014
BEFORE THE FORM
BEFORE THE FORM
Repulse
BEFORE THE FORM
RepulseIdentify
BEFORE THE FORM
RepulseIdentifyConnect
Brofounders
9 CLOUDS
Digital marketing & education
Improve digital literacy
Teach | Audit | Market
Scott and John Meyer
REPULSE
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
“The goal of the email is not so much to attract viable users as to repel the non-viable ones, who greatly
outnumber them. Failure to repel all but a tiny fraction of non-viable users will make the scheme unprofitable.”
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
HELP CUSTOMERS FILTER THEMSELVES
IDENTIFY
IDENTIFY
IDENTIFY
IDENTIFY
SHRINK THE POND
SHRINK THE POND
# of days since last purchase
SHRINK THE POND
# of days since last purchaseMileage
SHRINK THE POND
# of days since last purchaseMileageNumber of repair orders
SHRINK THE POND
# of days since last purchaseMileageNumber of repair ordersCost of last vehicle
SHRINK THE POND
# of days since last purchaseMileageNumber of repair ordersCost of last vehicle% of last vehicle paid off
SHRINK THE POND
SHRINK THE POND
Cars purchased: 5,084
SHRINK THE POND
Cars purchased: 5,084Days before 1st service:
SHRINK THE POND
Cars purchased: 5,084Days before 1st service: 238
SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
238
SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
238346
SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
Average miles at trade-in:
238346
SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
Average miles at trade-in:
238346
88,179
SHRINK THE POND
SHRINK THE POND
SHRINK THE POND
Customers don’t tell you what they want, they show you.
Email Segmentation1
16% open
16% open
58% open
16% open
58% open
3 sales
16% open
58% open
3 sales
27 sales
What brings the right people for your dealership?
Personas2
-Male -30-50 -Price-focused
-Female -45-60 -Safety
-Female -20-25 -Mileage
WHAT YOU NEED
WHAT YOU NEED
Inventory3
Predictive Historical Factors4
SHRINK THE POND
# of days since last purchaseMileageNumber of repair ordersCost of last vehicle% of last vehicle paid off
SHRINK THE POND
Cars purchased: 5,084Days before 1st service:Days before next purchase:
Average miles at trade-in:
238346
88,179
SHRINK THE POND
SHRINK THE POND
SHRINK THE POND
Predictive Real-Time Factors5
IDENTIFY - ENGAGE - FOLLOWUP
Personal Follow-up
Historical Factors for Specific Persona
Activity Activity
BLAST - CONVERT - FOLLOWUP
Personal Follow-up
Historical Factors for Specific Persona
Activity Activity
Email Open/Click
Website Visit Email Open/ Click
BEFORE THE FORM
BEFORE THE FORM
Customers don’t tell you what they want, they show you.
info@9clouds.com | @9clouds | facebook.com/9clouds
WHAT QUESTIONS DO YOU HAVE?