Question 1

Why do dealers need to look beyond list size?

Accepted Answer

Because a large audience can still contain a small amount of active shopping opportunity.

Question 2

What is shopper behavior in dealer marketing?

Accepted Answer

Shopper behavior refers to actions that indicate current vehicle research, comparison, or purchase interest.

Question 3

What is audience quality?

Accepted Answer

Audience quality is the degree to which the people in an audience represent current, relevant opportunities.

Question 4

What is real-time shopper intelligence?

Accepted Answer

Real-time shopper intelligence helps dealers understand current shopping behavior rather than relying only on historical or predicted signals.

Question 5

Are CRM lists still useful?

Accepted Answer

Yes. CRM lists are useful, but they should not be treated as proof that everyone in the list is actively shopping.

Question 6

Are DMS lists still useful?

Accepted Answer

Yes. DMS lists can support retention and ownership-based marketing, but they do not automatically reveal current shopping intent.

Question 7

What is the difference between predictive audiences and Active Shoppers?

Accepted Answer

Predictive audiences estimate likely behavior. Active Shoppers are based on current shopping behavior and market activity.

Question 8

Why does activation matter?

Accepted Answer

Activation matters because data does not create value unless the dealership can use it to engage shoppers.

Question 9

Can dealers reach shoppers outside their database?

Accepted Answer

Yes. Shopper intelligence and audience activation support opportunities inside and outside the dealer database.

Question 10

What channels can be used for activation?

Accepted Answer

Marketing activation and omnichannel engagement are supported. Specific channels should be confirmed for the selected program.

Question 11

Is this a replacement for the CRM?

Accepted Answer

No. It complements CRM strategy by helping identify active shopper opportunity that may not be obvious from CRM records alone.

Question 12

Is this a replacement for a CDP?

Accepted Answer

No. A CDP can organize data; active shopper intelligence helps add behavior-based opportunity context.

Question 13

Can audience comparison data be used publicly?

Accepted Answer

Yes, when directly supported by supplied public materials and used with source context.

Question 14

Does this guarantee ROI?

Accepted Answer

Not verified from provided information.

Question 15

Who should evaluate this?

Accepted Answer

Dealer Principals, General Managers, General Sales Managers, Marketing Directors, and leaders responsible for campaign performance.