Jeremy Anspach is the founder and chairman of PureCars, a company that provides marketing automation and business intelligence to auto dealers. In his presentation, he argues that digital advertising reporting is flawed because it lacks context about factors like inventory stocking, vehicle merchandising, and market conditions. He says attribution has become complex and can no longer be viewed as just first or last click. To make reporting more useful, dealers need integrated signals about stocking, merchandising, and how their inventory compares to market shifts. With these insights, dealers can make smarter advertising buys that sync with their inventory to maximize sales.

1. Title Sponsor
Your Digital Advertising and Reporting is Massively Flawed
Jeremy Anspach
Founder & Chairman
PureCars
jeremya@purecars.com

2. Jeremy Anspach
Founder & Chairman
PureCars
843-276-6729
jeremya@purecars.com
A Detroit native, Jeremy is the Chairman and
Founder of PureCars. His passion for
automotive advertising has made him a
seasoned presenter and industry expert. He
has spoken at many prominent industry
events, including NADA, DrivingSales, Digital
Dealer and Kain Automotive Summit.
In his downtime, Jeremy loves to unwind with his
wonderful (crazy) family.

3. Provides award winning marketing automation and business intelligence for
thousands of dealers and the top groups in north america.
COMPANY STATS
Founded 2007
Team Members 240+
Offices
- Atlanta, GA
- Charleston, SC
- Miami, FL
- Milwaukee, WI
SALES 16 sales reps
TECH + Performance
Majority of team
OEM PARTNERSHIPS
AWARDS & PARTNERSHIPS
#3 Largest digital advertising platform for automotive dealers
4 Consecutive
Years
VALUED CLIENTS

4. Your Digital Advertising Has
Become The Majority Of
Your Ad Spend
It’s become extremely complex, difficult to understand and in the absence of context, has
resulted in nearly useless reporting

5. You Have Dozens Of
Reports & Weekly Calls,
Exposing A Massive
Structural Crack
In your vendor reporting AND how you think about it

6. Let’s Back Up
To The Beginning...

7. at·tri·bu·tion
ˌatrəˈbyo͞oSH(ə)n/
noun
the action of regarding something
as being caused by a person or thing.

8. Remember Me? The beginning of leads...

9. Attribution was easy to measure.
Custome
r
Came
From:
Custome
r
Came
From:
Customer
Came From:
Did the fax lead buy a car? YEP!

10. It was ONE click attribution.
Custome
r
Came
From:
Custome
r
Came
From:
Customer
Came From:
It wasn’t complicated First vs. Last click, etc.

11. Lead providers were not equal
Quality vs. Quantity?

12. Ad Source Performance Reports
helped shift ad budgets
Custome
r
Came
From:
Custome
r
Came
From:
Customer
Came From:
Autobytel- $25 per Lead x 10 Leads to Sale = $250 to Sale!
Dealix- $15 per lead x 20 Leads to Sale = $450 to Sale!

13. Things go digital and...

14. R.I.P.

15. Manual Ad Source
Reporting
ADF / XML
Standardization
Push leads to CRMs
Autotrader
Cars.com
Etc.
“Truth” reporting
for vendors
Ad Source to Sale Report
The ROI driver for vendors
The CRM is adopted in auto to manage all the leads...
...and the mission was to drive more leads!

16. The CRM made the lead the focal point

17. Last Click Attribution Was Our Measurement

18. Maybe
1-3 photos
“Call for Price”
or high pricing
+ =
The start
of digital leads
2005
A website with inventory got more digital leads

19. 9 or 27 Photos?
Was the debate
Pricing had logic from
tools like vAuto
+ =
Avalanche
of digital leads
2008
More photos and a focus on velocity
resulted in more digital leads

20. But things have changed…
We now have online learning at our fingertips
=
20182008

21. Shoppers expect instant gratification.
They want it all and they want it now.
Stacy represents the reality of today’s shoppers
She wants to learn everything NOW without waiting for a BDC rep...

22. INSTANT
GRATIFICATION
“Hey Google.
What’s my car
worth?”
“Hey Google. I want a
great deal on a new
toyota truck.”
“Does this used
2015 BMW 330i have
new tires?”
“Is this vehicle priced
well? Does it have
good options?

23. Relevant Information
is what the shopper wants
Researching car prices (71%)
Finding actual cars listed for sale (68%)
Comparing different models (64%)
Finding out what current car is worth (63%)
Locating a dealer / dealer info (46%)

24. Relevant photos +
Great merchandising
Very competitive pricing +
stocking logic
+ =
1-3% of web traffic
are LEADS
2018
Relevancy and quality traffic is the focus,
leads are far more complex to measure

25. “Overload accurate information. If they submitted a
lead, it’s only because you failed to share some data
point with them. Anticipate the question and provide
the answer upfront.”
Rick Ricart
Ricart Automotive Group

26. Today, Attribution is Extremely Complex
And doesn’t look like the classic “last click” fax machine lead...most
of the time.
AutoTrader
Cars.com
Google
TV/OTT

27. Vendors reacted.
Lead focused vendors started
showing you way more data to
show you value beyond the
lead.

28. A Typical Listing Site Report
Leads are not the
highest KPI

29. OK… What does this really mean?
Your most popular
cars get searched for
more often?

30. A Typical Listing Site Report

31. So VDP views are down...
Why?
Market change?
Stocking change?
Merchandising?

32. Without signals to stocking and
merchandising,
these KPI’s are useless

33. Digital Advertising
PPC KPIs
Are Challenging
Geo
Bigger or Smaller?Impression
Share?
Keyword Bids
High or Low?
CPL?
Auction
What someone is
willing to pay
CPC?
# of Searches…
# of people...
Position?
Quality
Score

34. Google Analytics
Website
Traffic

35. Google Analytics
Bounce Rate
is down.
Good?

36. Google Analytics
Time on Site is up.
Good?

37. Google Analytics
Organic Bounce
is low.
Good?

38. The Formula to Remember
To make your reporting far more useful
B C+ + =
Done right,
maximizes
$ales
STOCKING MERCHANDISING ADVERTISING
A

39. First, Think Stocking
“How is my inventory
compared to the market
shifts?”
“Have our stocking
levels changed?”
“Did my inventory get
better or worse? More
desirable
or less?”

40. To start, you need Market Insights

41. Then, Understand Your Stocking
• How many new and used cars do you have?
• What did you get on trade?
• What did you buy at auction?
• How did you do with it historically?
• What is the MDS / Desirability?
• How has demand changed for the vehicles?
• How is your average MDS doing?
• Is it weighted with your DDS to give an
estimated turn factoring in pricing?
The list goes on...

42. Stocking Insights
Make Reports Like This More Useful

43. Stocking
plays a massive role in the equation
B C+ + = $ales
STOCKING MERCHANDISING ADVERTISING
A

44. Let’s Talk Merchandising
PHOTO
COMING
SOON
Price Coming Soon
Out of Stock

45. Merchandising Impacts Success
Your digital success and reporting KPIs are heavily impacted by your merchandising
Spending finite ad dollars on
poorly merchandised
vehicles is wasting money
but it happens all day
everyday...

46. Better Merchandising = More Success
VDP views on new inventory go up 27% when
the vehicle is priced versus not priced.
VDP views per listing went up by 91%
when a new vehicle had multiple custom photos versus no
photos.
Vehicles with comments
show a 145% increase
in VDP views compared to vehicles
without comments.

47. Massive Recon Costs. Why Not Show Online?
VDPs with conditioning and price information are 3x more likely to sell

48. Merchandising Makes a Big Impact
On Reports Like This...

49. The Formula Works
When Tied Together
B C+ + = $ales
STOCKING MERCHANDISING ADVERTISING
A

50. Most advertising vendors
don’t understand the signals
between stocking, merchandising and
advertising
B C+ + = $ales
STOCKING MERCHANDISING ADVERTISING
A
Advertising Is Useless Without The Full Picture View
Of What Drives The KPIs

51. Smart Digital Ad Buys
Sync Stocking & Merchandising

52. SmartAdvertising Starts With
Market Insights

53. And Fully Understanding
Your Actual Inventory

55. Imagine Amazon Operating This Way…
Spending $$ on a SQU with no logic
PHOTO
COMING
SOON
Price Coming Soon
Out of Stock

56. Smart Advertising
Integrates Stocking & Merchandising

57. And Adjusts Spend
On what needs a boost

58. SmartAdvertising
Knows the market by ZIP

59. For Each Model
To give you more opportunities

60. And Studies the Competition
For conquesting

61. And Pinpoints
What can be done better

62. SmartAdvertising
Knows how to allocate budget

63. With Relevance in Mind

64. Then Reports Digital KPIs
That tie everything together so it makes sense

65. TRUE
ATTRIBUTION
ties the formula
together.
If you ignore the
SIGNALS, your
advertising reporting is
just NOISE.

66. Signals should
give you business
intelligence
NOT JUST REPORTS

67. SIGNALS Follow Attribution
Which clearly shows it’s not about first or last click only
AutoTrader
Cars.com
Google
TV/OTT

68. Signals become
Insights to...
➜ Make you better at what you do…
➜ Provide greater understanding…
➜ Inspire real-time action…
➜ Confirm hunches with real data...

69. Insights will...
➜ Show you what’s real…
➜ Make you work smarter…
➜ Show you clear path to purchase…
➜ Help you know your customer.

72. Winning dealers
have all the signals
they need
And their ad buy is in sync

73. Questions?

74. ENJOY THIS SESSION?
Post about it on social media using the hashtag #IS20G!
Share some love for your favorite speakers!
Title Sponsor
Contact Info:
Jeremy Anspach
Founder & Chairman, PureCars
843-375-6180
jeremya@purecars.com