Why the Dealer Positioning System®?

As a dealer, you have a LOT of data at your disposal, much of it automated. But it still takes a real, live person to make sense of it – and time is at a premium for anyone in a dealership.


So we set out to build software that is focused on intelligence, not reporting. The result: a discovery platform that not only answers your questions, but makes smart, data-based recommendations to maximize your effectiveness, empowering you to make proactive decisions that increase profitability across the dealership.

Are you an Owner or Principal?
See how the DPS can help you…
Benchmark

Benchmark, both internally and externally.

See how your stores compare to one another, or to similar stores in your region or nationwide, on key indicators like market share, inventory merchandising, and average customer rating.

Calculate market share.

Determine your dealership’s market share down to the ZIP code level, using Polk registration data. See what percent of on-make sales were made by your dealership in a particular time period, or expand your potential market opportunity and drill into the most heavily cross-shopped models.

Adjust pay plans based on ROI.

If your internet marketing, BDC or sales staff is paid, in part, based on results, the DPS® will give you new insight as to how efficiently your marketing dollars are being spent and how effectively leads are being converted.

Prep for 20 groups.

You get a lot out of 20 Groups and other executive leadership meetings – but getting ready for them can be time consuming. Whether you’re prepping for a presentation internally or externally, you’ll have all of your group’s stats in one place, in a highly visual format.

Are you a GM?
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Benchmark

Understand how the dealership is trending toward monthly goals and take corrective action.

Why wait until the end of the month to see how you’re doing? Keep a close eye on traffic, leads, sales, and conversions throughout the month while you still have time to reallocate dollars, take vendors to task, or experiment with new campaigns or specials. The DPS® includes a dynamic punchlist that proactively highlights action items, based on your data.

Instant reporting for sales and staff meetings.

How much time do you and your team spend pulling together reports or prepping for meetings? Just pull the Dealer Positioning System® up on your screen for highly visual top-level reports that allow you to drill into marketing, sales, and inventory information as needed. Better yet, have the DPS® prominently displayed in your office in lieu of a leaderboard so your whole team can see the latest performance numbers.

Gauge performance month over month.

Get a full picture of traffic, marketing, and sales data at a glance, and easily and visually compare performance with prior periods – without slaving over spreadsheets or interpreting multiple sources.

Calculate market share.

Determine your dealership’s market share down to the ZIP code level, using Polk registration data. See what percent of on-make sales were made by your dealership in a particular time period, or expand your potential market opportunity and drill into the most heavily cross-shopped models.

Make decisions around where to target or conquest.

Before you spend one more dollar on conquesting, consult a map – of your market, that is. By overlaying your sales own sales data with registration data from Polk, demand data from Dataium, and demographic data from Experian, you’ll be able to visually see where opportunity lies. Where do the target customers for a particular model live? Where are the most vehicles in your category coming off lease in the next 90-days? The My Market tab helps you make decisions in partnership with your vendor partners as you’re planning campaigns and deciding where to spend your marketing dollars.

Make budgeting decisions.

If you knew for sure something was making money, you’d do more of it. The DPS® lets you look at marketing activities and lead sources not only in terms of the traffic and visits, but the ROI they generate. Which makes budget season a whole lot easier.

Make decisions around vendor renewals.

If you dodge vendor phone calls around contract renewal time because you dread the whole process, the DPS® will make your life a lot easier. You’ll easily be able to see how many leads came from each third party, how much traffic was generated by specific campaigns – and more importantly, how well those sources and campaigns converted into sales. Better yet, the information is pulled from objective sources, including Google Analytics and your own sales and inventory data.

Forecasting.

With instant access to comparative historical data; conversion numbers broken down by lead source and campaign; and a detailed look at not only what you have in inventory, but what models are likely to be hot, forecasting just got a lot easier, not to mention more accurate.

Adjust pay plans based on ROI.

If your internet marketing, BDC or sales staff is paid, in part, based on results, the DPS® will give you new insight as to how efficiently your marketing dollars are being spent and how effectively leads are being converted.

Keep tabs on performance of various departments.

When numbers are headed in the wrong direction, you want to get to the bottom of it right away. With the DPS®, both you and your managers will have real-time insight into what’s going on. Sales are down? Instead of entertaining theories (site traffic is down, vendors aren’t performing, etc.), get to the facts much quicker.

Are you an eCommerce Director?
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Benchmark

Communicate digital successes upward.

No matter how digitally savvy your owner or GM might be, it can sometimes be a struggle to justify your existence. The DPS® allows you to show the effectiveness of your various marketing efforts in a simple, visually appealing way. You’ll be able to show how well each campaign and vendor is performing and answer any question thrown your way within minutes!

Make decisions around vendor renewals.

If you dodge vendor phone calls around contract renewal time because you dread the whole process, the DPS® will make your life a lot easier. You’ll easily be able to see how many leads came from each third party, how much traffic was generated by specific campaigns – and more importantly, how well those sources and campaigns converted into sales. Better yet, the information is pulled from objective sources, including Google Analytics and your own sales and inventory data.

Monitor campaigns and adjust budget and messaging.

Staying on top of your various SEO and PPC efforts can be time-consuming. The DPS® makes it a snap to see which campaigns are performing – and where. By overlaying your SEO, PPC, and referral traffic with actual sales data, you’ll be able to see, down to the ZIP code level, where you may be overspending or underspending, and reallocate budget on the fly. Monitor how well your various landing pages are performing and tweak as needed.

Prep for vendor meetings.

We’ve all been there – a vendor is coming to visit you in 15 minutes and you haven’t had time to prepare. Instead of relying on the report they’re bringing in, you’ll have data of your own that will foster a productive discussion. Call up month-to-date performance data and have an informed conversation about lead quality, conversion rates and opportunities for improvement.

Check in on merchandising.

Whether or not vehicle merchandising falls under your responsibilities, you want to keep an eye on what’s moving and what needs help. The DPS® makes it easy to see which vehicles have been sitting on the lot and makes suggestions on how to make them more attractive. Whether it’s time to change the pricing or upload more photos, you’ll be able to make needed adjustments on the fly.

Respond to customer reviews.

Be notified, in real time, when new customer reviews come in so you can respond in a timely manner. Keep tabs on your average rating, and benchmark against national scores, as well as that of your closest competitor.

Are you a Used Car Manager?
See how the DPS can help you…
Benchmark

Monitor merchandising.

Keep a close eye on how well your online inventory is being merchandised. Maybe it’s time to add more photos, write a more detailed description, or add more option information. The DPS® keeps you apprised of what’s missing and suggests when it’s time to take action.

Adjust pricing.

Having trouble moving a car off the lot? The DPS® makes it simple to track average days in inventory and alerts you when pricing for individual vehicles has remained stagnant for too long.

Gauge local demand when planning your acquisition strategy.

See what models, makes and years shoppers in your market are searching for, and are likely to buy within the next six weeks, thanks to Dataium's Shopper Intensity Data.

Are you an New Car Manager?
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Benchmark

Keep an eye on projected demand.

The DPS® marries Dataium’s ASI demand scores with your actual inventory so you can see how the models predicted to be hot in six weeks time match up with what you’ve got on the lot.

Place new inventory orders.

DPS® provides a visual snapshot of your inventory at any given time, allowing you to drill in by model and trim level. By keeping close track of the cars buyers are searching for in your local market, you’ll be better equipped to order the right models and trimlines to meet future demand.

Develop local specials.

Dataium demand scores going up dramatically for a model you’re running low on? Better make sure to hold gross on the few you have in stock. Conversely, if you have a glut of vehicles that are predicted to be less in-demand a few weeks down the line, perhaps now is the time to run some promotions and see if you can clear the lot now.

Are you an Agency?
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Benchmark

Monitor traffic.

Keep an eye on your client’s traffic – where it’s coming from and how it’s performing. Break down traffic by SEO, PPC, and referral sources, and dig deeper to see which campaigns and landing pages are not only pulling, but converting.

Track OEM Incentive campaigns.

Help your client understand how well OEM sites and promotions are driving sales for the dealership by viewing where OEM-sourced visitors are landing and what activities they’re converting on.

Make decisions around where to target or conquest.

By overlaying your client’s sales data with registration data from Polk, demand data from Dataium, and demographic data from Experian, you’ll be able to visually see where opportunity lies. Where do the target customers for a particular model live? Where are the most vehicles in a certain category coming off lease in the next 90-days? The My Market tab helps you make decisions in partnership with your client as you’re planning campaigns and deciding where to allocate marketing dollars.

Monitor campaigns and adjust budget and messaging.

Staying on top of your various SEO and PPC efforts can be time-consuming. The DPS® makes it a snap to see which campaigns are performing – and where. By overlaying your SEO, PPC, and referral traffic with actual sales data, you’ll be able to see, down to the ZI code level, where you may be overspending or underspending, and reallocate budget on the fly. Monitor how well your various landing pages are performing and tweak as needed.

Are you a BDC?
See how the DPS can help you…
Benchmark

Monitor traffic.

Keep an eye on your client’s traffic – where it’s coming from and how it’s performing. Break down traffic by SEO, PPC, and referral sources, and dig deeper to see which campaigns and landing pages are not only pulling, but converting.

Access to full picture of what’s happening within the dealership

Need a quick primer on the health of a dealership’s online marketing strategy? 15 minutes in the DPS® will leave you with a strong sense of the health of the dealer’s marketing funnel and likely uncover some quick wins in terms of reallocating budget, hypertargeting campaigns, merchandising inventory and assessing vendor performance.

Make decisions around where to target or conquest.

By overlaying your client’s sales data with registration data from Polk, demand data from Dataium, and demographic data from Experian, you’ll be able to visually see where opportunity lies. Where do the target customers for a particular model live? Where are the most vehicles in a certain category coming off lease in the next 90-days? The My Market tab helps you make decisions in partnership with your client as you’re planning campaigns and deciding where to allocate marketing dollars.

Monitor phone and chat leads to gauge percentage that make it into CRM.

Help identify potential process flaws or opportunities by analyzing the marketing funnel. The DPS® integrates with chat and phone vendors including Century Interactive and Contact At Once so you can gauge whether the interactions reported by your vendors are being entered correctly into your CRM system.

 

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