Technology has revolutionized the car business. The advent of cheaper computing power, more sophisticated software, and the accumulation of data has made it easier to describe customers, understand trends, and evaluate campaigns. 

Right now there are few companies that can evaluate buyer behavior; companies that are true solution vendors. Dataium is a true solution vendor. What Dataium does is track the buyer across websites defining the "path to purchase". Let's say that Customer A decides to look for a Nissan Frontier. He first reads some reviews on Edmunds. He then visits Nissan's website and explores the different trim levels. What may separate the buyer from the browser is that the buyer looks at financing options where the browser might look at another manufacturer's website. Dataium tracks this data, not just one website's statistics but multiple websites and identifies the buyer based on the content path.

Lead Generation:

Generally a potentially buyer will go to a Nissan, Volkswagen, Toyota website and request a quote. They give their zip code or city and then a lead is generated to the nearby dealers and after the emails, phone calls, and mailings it is discovered that the customer just wanted to see some numbers and isn't in a position to buy. 

Ultimately a click doesn't measure intent. What Dataium has done is build a model of the buyer on the Internet. Where he goes, what he looks at, and when. This data can be analyzed to measure the effectiveness of national advertising campaigns, incentives, and even the behavior of competitors. Imagine a lead that correlates 90% to past buyer behavior. We can now know the quality of the click when a customer visits the car manufacturer's website. 

Reanimation:

Let's say Customer A is no longer on the "Path to Purchase". He goes silent and there is no longer any communication or behavior that would define interest. After a few weeks the customer starts to display purchase behavior again. Dataium can define this reanimation and alert the seller of this renewed interest. 

Data Mining:

What Dataium has done is collect, analyze, and index billions of Internet behaviors every day. Out of all this data they have discovered meaningful patterns that define buyers. They have developed sophisticated statistical models the map behavior. They have even quantified how a Nascar victory can lift an inventory search for that particular car model. The have mined the value out of the data to the benefit of their customers. 

All Politics is Local:

What Dataium can offer is defining buyers locally. A dealer can look at the same data outside of a national context. Clicks on the dealer website after looking at an Edmunds and related to websites can be measured and applied to local markets. Dataium is the only company that can see the disposition of a lead after it has been sent to the dealer; this information can then be used by local dealers to run their businesses with greater focus, better results, with a greatly optimized ROI.