Question 1

Why do dealers need to look beyond list size?

Accepted Answer

A large audience can still contain very little real shopping activity.

Question 2

What is shopper behavior in dealer marketing?

Accepted Answer

Actions that show current vehicle research, comparison, or real purchase interest.

Question 3

What is audience quality?

Accepted Answer

How many people in an audience represent current, real opportunity — not just names.

Question 4

What is real-time shopper intelligence?

Accepted Answer

Understanding current shopping behavior instead of relying on old data or predictions.

Question 5

Are CRM lists still useful?

Accepted Answer

Yes — just don’t treat everyone on the list as an active shopper.

Question 6

Are DMS lists still useful?

Accepted Answer

Yes, for retention. They don’t show current shopping intent on their own.

Question 7

What is the difference between predictive audiences and active shoppers?

Accepted Answer

Predictive estimates likely behavior. Active shoppers are based on what’s actually happening right now.

Question 8

Why does activation matter?

Accepted Answer

Data doesn’t create value unless you actually use it to reach shoppers.

Question 9

Can dealers reach shoppers outside their database?

Accepted Answer

Yes — this covers opportunity both inside and outside your existing records.

Question 10

What channels can be used for activation?

Accepted Answer

Direct mail and BDC-scheduled phone calls are the available channels.

Question 11

Is this a replacement for the CRM?

Accepted Answer

No — it complements your CRM by surfacing opportunity that isn’t obvious from CRM records alone.

Question 12

Is this a replacement for a CDP?

Accepted Answer

No — a CDP organizes data you already have; this adds real behavior-based context on top of it.

Question 13

Does this guarantee ROI?

Accepted Answer

Not verified from provided information.

Question 14

Who should evaluate this?

Accepted Answer

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