If you take a step back and look at exactly where these shopping insights come from, you start to realize their view may be limited. 3rd party classified vendors are only able to see the data of shoppers who have visited one of their websites. We all know there are millions of shoppers who do not visit a 3rd party classified website in their shopping journey and even more realistically, choose only one or two of the more than half dozen options. Wouldn’t that skew the shopping insights in your area? The answer is yes.
Also, if a shopper does find themselves looking through the currently offered deals on one of these websites, there is no way to know where they are in their journey to buying a vehicle. Yes, some shoppers make this their last stop before they throttle into purchase mode. Many others make it their first stop on their daydreaming journey. Insights should be able to tell the difference. If the data cannot parse out who is on one of these 3rd party websites with real purchase intent, it impacts the accuracy of the shopper insights provided.
One more thing to bring up here – with more than 60 billion URLS currently active on the internet, only getting insights from a select few websites, no matter how many dealerships that vendor works with, only gives you a piece of the story. Car shoppers cover a lot of ground when they enter the market and move through the purchase journey. If activating a marketing strategy is your goal, your data partners need a wider scope – like the ability to monitor shoppers across all automotive URLS, looking for car-buying indicators and then engaging them where they are, not waiting for them to go to a specific website.