Where push comes to shove The multi-channel digital customer - PowerPoint PPT Presentation

[ “ Where push comes to shove ” The multi-channel digital customer journey Sophus3 I

Today’s Analysis Delight! 1. Dealer eDX 2. Multi Channel Customer Journey Analysis Scope of Study UK Visitor Traffic  5 Dealer Groups  30 Dealer Sites  23 Auto Brands  3 Publisher Sites  60 days of analysis from 1 January 2015  www.sophus3.com

[ I Dealer eDX Analysis II

Dealer vs Brand Audience Average Dwell T. Visits per Month Pages per Visit Bounce Rate Whic ich h Devic ice are your visitor tors using? ng? Deskt ktop Mobil ile Tablet let 60K 6 34% 4 Min 27 665K 41% 2 3 Min 50 Dealer Sites Auto Brand Sites 51% 29% 17% 48% 31% 20% What t are the main in Secti tions ons of Interest? st? Used New Service & Book a Motability Contact US Dealer Locator Book a Finance Vehicles Vehicles Repair Service Test Drive 4% 11% 2% 1.7% 0.3% 50% 30% 4% 3% 4% 1% 21% 51% 4% www.sophus3.com

Dealer vs Brand Audience From m where are your visitors ors coming ng from? 32% 16% Direct Direct 20% 34% Search Search Brands Dealers Other Other 48% 50% Return rnin ing g Visitors rs engage more! 40% 29% Returning Returning +32% +15% Visitors Visitors Dealers Brands Dwell Time Dwell Time +23% +19% Pages Per Visit Pages Per Visit www.sophus3.com

Daily Trend Dealers vs. OEMs – Traffic throughout the week Saturday and Sunday Brands nds Dealer lers Monday and Friday …Weekend …just before and after the weekend Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday www.sophus3.com

Hourly Trend Dealers Brands 50,000 250,000 25000 120000 Visits Page Views Visits 45,000 100000 40,000 200,000 20000 35,000 80000 15000 30,000 150,000 25,000 60000 20,000 100,000 10000 40000 15,000 5000 10,000 50,000 20000 5,000 0 0 - - 0h 1h 2h 3h 4h 5h 6h 7h 8h 9h 10h 11h 12h 13h 14h 15h 16h 17h 18h 19h 20h 21h 22h 23h 0h 1h 2h 3h 4h 5h 6h 7h 8h 9h 10h 11h 12h 13h 14h 15h 16h 17h 18h 19h 20h 21h 22h 23h www.sophus3.com

[ Customer Journey Analysis III

Multi- Channel… OEMs Sophus3 Data Warehouse Automotive Digital Publishers Dealer Groups Anonymous Digital Match

Visitor Overlap A - Average % of franchised dealer’s visitor traffic that also visited franchise brand 19% website Auto brands B - Average % of auto brand traffic that also 8% visits AutoExpress A B D C - Average % of dealer traffic that also 7% C Dealers AutoExpress visits AutoExpress D - Average % of dealer traffic that visits 2% % own brand franchise site and AutoExpress www.sophus3.com

Customer Journey Analysis [ % of Visitors who return: 20% Ford visits and top 5 online competitors relative to Ford 17% 13% 14% 9% 7% 14% 9% 8% 8% 7% 6% Ford Dealers www.sophus3.com

Visitor Journey Where does the car buyer visit first? 80% -57-54-51-48-45-42-39-36-33-30-27-24-21-18-15-12 -9 -6 -3 5 8 11 14 17 20 23 26 29 32 35 38 41 44 47 50 53 56 Brand visit first Publisher visit first Brand visit first Dealer visit first www.sophus3.com

Engagement 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0 Share of Traffic Share of Engaged Traffic www.sophus3.com

Visitor Engagement Brand Engagement Dealer Engagement Average % of returning visitors to Average % of returning visitors to auto 29% 29% 40% 40% brand site dealer Average % probability increase that Average % increase in engagement 23% 23% 65% the returning auto brand visitor will of returning visitors to dealer complete a contact form A B D Average % probability increase that the Average % increase in engagement returning auto brand visitor will 100% 100% of returning visitors to dealer after 160% complete a contact form after visiting C visiting brand site another brand site Average % probability increase that the Average % increase in engagement returning auto brand visitor will 180% 180% of returning visitors to dealer after 210% complete a contact form after visiting a visiting brand and publisher site publisher site www.sophus3.com

Conclusions Some interesting facts that might be useful! Visitors tend to visit auto brand sites before dealer sites  80% of Cross site visits happen within a period of 22 days  Returning Visitors are more likely to be car buyers  Returning Visitors who visit auto brand, publisher and dealer sites are most  likely to be interested in buying a car www.sophus3.com

THANK Marcus Hodgkinson @: marcus.hodgkinson@sophus3.com YOU See you soon! www.sophus3.com