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Compete Releases New Research About Automotive Shopping Behavior
Shopping Engagement Index™ and Cost Per Shopper Metrics Showcase Best Practices for Reaching and Engaging Auto Shoppers
Boston, MA. November 28, 2007 — Compete, Inc., a leading web analytics company, today announced two new research studies about how consumers shop for autos online. Compete’s newest Spark! study, “A Bump in the Road: Automakers’ Drive for Higher Marketing Efficiency,” evaluates individual auto manufacturers’ advertising spend efficiency as measured by Cost per Shopper. A second study “Automotive Website Engagement,” reveals insights on how the use of online shopping tools such as “locate a dealer” and “request a quote” influence automotive shoppers and ultimately convert consumers to buyers.
To download Compete’s Automotive Spark! or to register for a Webinar on the Automotive Website Engagement study please visit: www.competeinc.com.
Compete’s
Cost per Shopper Spark!
Compete’s Cost per Shopper metric is a uniform advertising
spend efficiency measure that enables marketers to evaluate the extent
to which brand campaigns drive demand as well as the cost-effectiveness
of a changing media mix. Key findings of the second annual study of
automotive advertising efficiency, which can be downloaded at:
www.competeinc.com/research/spark/,
include:
- Imports Spend Less: Import brands are currently capitalizing on favorable momentum and are spending only $182 per shopper, compared to the average of $223 per shopper for domestic brands.
- Top Volume Equals Top Performance: Among the top ten largest media spenders, Toyota ($158), Chevy ($175), Honda ($118) and Dodge ($175) are also the top performers in Cost per Shopper, all spending less than the industry average of $195 per shopper.
Compete’s
Shopping Engagement Index™ Webinar
On December 5th at 2:00 p.m. ET, Compete will host an
“Automotive Website Engagement” Webinar, to present
findings and reveal insights from the company’s first
Shopping Engagement Index, a ranking of 35 OEM sites on their ability
to engage customers in key online shopping activities. Compete will
also explore best practices in online shopping tools for manufacturers
and marketers.
Key research findings were taken from the online behavior of the 12 million consumers that visit OEM Web sites each month in order to research, shop, buy or reject specific models. This Compete data shows that visitors to automotive sites who use online shopping tools are twice as likely to buy compared to those who do not.
About Compete, Inc.
Compete helps the world’s top brands improve their marketing
with the online behavior of millions of consumers. Leading marketers
such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise,
Chrysler, and Verizon Wireless rely on Compete’s services to
create effective online experiences and highly profitable advertising
campaigns.
Compete’s online behavior database—the largest in
the industry—makes the web as engrained in marketing as it is
in people’s lives.
Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. For more information about us, please visit www.competeinc.com, or to join the conversation visit www.compete.com.
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