The automotive industry isn’t ignoring online data altogether, however dealers are too often settling for anonymous data to fuel their marketing. Anonymous online shopper data is a step in the right direction for the industry, but it is still far from the gold standard of what dealers truly need to be successful.
North American consumers have on average 13 internet connected devices. And while anonymous marketing can track indicative shopping behavior by device – it has no way of connecting that behavior across devices to a person. Imagine the opportunities dealers are missing by not connecting these devices. And with less than 60 percent of web behavior being actual humans , targeting anonymous data points has an equal chance of targeting a bot as it does an actual human. Dealers must be looking for opportunities to connect the trifecta — shopping behavior to devices, devices to actual people and people to all their devices. This is identity resolution. To incorporate anything less, yields a marketing approach that is both inefficient and ineffective.