RV Trader, a marketplace provider for the lifestyle vehicle industry, announced a major expansion of its dealer reporting services to help customers optimize their listing strategy. The new dealer performance reports examine 30 different measures of consumer engagement.
According to a press release, the report highlights include listing strength, off-site impressions, and competitive metrics for the local market and can be accessed by all dealers advertising with the parent company, Trader Interactive.
Available immediately, the report leverages customized analytics that insights to enable dealers to gauge both the strengths and weaknesses of their RV listing products. These industry exclusive data-based insights are not available through any other marketplace provider, the release stated.
The reports are the first components of a new Trader Intelligence suite of reporting and analytics tools being developed by a team led by Jason Groesser, who joined Trader Interactive as vice president of analytics and data strategy earlier this year. Groesser previously held similar positions at TrueCar and AutoTrader, where his work helped build dealer revenues and competitive advantage.
“Our marketplaces attract more than 9 million unique visitors every month, capturing a massive amount of data that provides detailed visibility into consumer search behavior and associated listing performance. We have spent the past year expanding our data science team and building out our data infrastructure in order to share that information with dealers and OEMs,” said Lori Stacy, CEO of Trader Interactive. “These new reports are the first step in a broad initiative to create leading-edge tools to help dealers and brands fine-tune their online marketing efforts.”
RV Trader’s new dealer performance reports include:
- Detailed consumer engagement metrics – Data includes total search impressions, listing detail page views, click-throughs to the dealer’s website and map/directions, phone calls and emails generated, printed and saved listings, listing videos viewed, leads and interactions, and more.
- Listing strength – Reports show the percentage of dealer inventory listings that include unit price, more than five photos, and descriptions with more than 250 characters, making it possible to pinpoint information gaps that may be limiting leads.
- Off-site impressions – Dealers who use Trader Interactive’s marketplace enhancements will also see the results of those services, including total banner ad impressions and social retargeting impressions and clicks created by serving up ads about previously viewed listings and related dealer inventory when consumers browse Facebook or Instagram.
- Competitive market insights – Dealers listing their inventory on any Trader Interactive marketplace can compare their performance to groups of five or more local dealers. Competitive metrics are shown in composite with no identification of individual dealers, ensuring confidentiality while simultaneously enabling users to benchmark their own performance against their peers’ to help guide their listing strategy.
The new reports can be generated by dealer, line of business, state, designated market area, or a composite dealer group by the month.