The vehicle sales industry is enormously complex; it often involves communicating with buyers and customers via a variety of touchpoints. Optimizing these conversations is a critical skill in a competitive industry, and artificial intelligence is helping automotive sellers better manage their sales efforts and target their marketing campaigns.
AI conversational intelligence solutions provider Marchex recently announced a partnership with DealerOn, an automotive marketing technology company whose solution allows car dealers to build websites and manage digital advertisements for more than 5,000 automotive dealerships and dealer groups across North America.
DealerOn will deploy Marchex’s call analytics and attribution platform to optimize marketing campaigns for their customers by leveraging conversational intelligence from calls, including attribution to marketing sources. Customers of the combined solution can integrate this data with their existing digital advertising platforms to improve targeting based on customer intent.
By monitoring strategic metrics provided by Marchex, DealerOn customers can quickly assess overall call volume, track important conversation metrics, evaluate Return on Ad Spend (ROAS) performance against business targets, and assess the monetary impact of call volume and handling.
DealerOn plans to offer Marchex's call analytics services to its clients in three ways, including via advanced call tracking using Dynamic Number Insertion (DNI) technology to track calls across multiple user sessions; digital advertising call tracking to leverage DNI technology and AI driven call analytics to specifically track calls originating from digital advertising efforts; and via standard call tracking, placing unique tracking numbers on dealership websites that forward to the dealer's primary number, in accordance with OEM program guidelines.
"Our solutions will enable DealerOn to deliver quality reporting to their customers and improve marketing performance and allocation accuracy with prescriptive data analytics,” said Troy Hartless, Marchex CRO. “As Marchex continues to expand its innovation and leadership in the automotive industry, this partnership represents a significant step forward in providing essential conversational data analytics solutions for tracking and quantifying marketing initiatives."
Edited by
Alex Passett
