Audi of America Inc. dealers are using a software system that scores Internet leads, identifying which ones are hot and which belong on the back burner.
It has helped these car retailers close leads more effectively. Now other auto makers, as well as lead referral companies, are looking at it for their dealers, says Jack Bowen, chief marketing officer for Urban Science, a firm that developed the system.
“We’re in discussions now with manufacturers and lead aggregators,” he says.
Without such scoring, dealership sales people may pursue hot and cold leads with the same energy and sense of urgency. “They need a sorting mechanism,” says Bowen.
Urban Science turned to Acxiom, the largest purveyor of data and data bases in the U.S., to help develop a system that prioritizes Internet leads.
The system indicates which people submitting Internet leads are likely to purchase a vehicle within 90 days vs. those who aren’t as ready.
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