Comprehensive Customer Insights

• Attribution Across Channels: Enterprise Reporting will allow the Nissan dealership to track and analyze customer activity both online (website visits, ad clicks, etc.) and offline (in-store visits, test drives, phone calls). This helps identify which marketing efforts (e.g., digital ads, social media campaigns, TV spots, etc.) are influencing potential buyers.
• Customer Journey Tracking: By capturing all touchpoints in the customer's journey, the dealership can see how a customer moves from interest to purchase. This information helps identify the most effective channels and tactics for lead generation and conversion.

Maximize Marketing ROI

• Optimize Ad Spend: By understanding which marketing activities drive the most value, the dealership can allocate its marketing budget more effectively. For example, if online ads drive higher test drive bookings, but TV ads help close deals, they can fine-tune their strategy.
• Data-Driven Decisions: The attribution model will give the dealership clearer insights into the ROI of each marketing initiative, ensuring they are investing in the right places and improving cost-efficiency.

Personalized Marketing

• Tailored Customer Experiences: With detailed data on customer preferences, behaviors, and past interactions, the dealership can personalize follow-up communications and offers to boost conversion rates. If a customer has shown interest in a specific Nissan model, targeted promotions or test drive invitations can be sent.
• Segmentation: Understanding which types of customers respond to different marketing efforts allows the dealership to segment their audience more effectively for more relevant and effective campaigns.

Improve Sales and Conversion Tracking

• Attribution to In-Store Visits: For Nissan dealerships, understanding how digital efforts (e.g., social media, search ads, email marketing) drive in-store activity (e.g., test drives, dealership visits) is crucial. Accurate attribution helps pinpoint which online strategies lead to in-person sales.
• Sales Funnel Visibility: By seeing the entire customer journey, from online research to in-person visits, sales teams can better engage with leads at the right stage of the buying process, improving conversion rates.

Enhanced Reporting and Analytics

• Real-Time Data: With detailed reporting, the Nissan dealership can track key performance indicators (KPIs) in real-time. This allows for quick adjustments to marketing campaigns and sales strategies, based on actual performance data.
• Customizable Dashboards: Dealers can create tailored dashboards that focus on metrics that matter most to them, whether that's lead generation, test drive bookings, sales performance, or customer satisfaction.

Improved Customer Retention

• Follow-Up Strategy: By understanding what works in bringing customers back (e.g., after a test drive), dealerships can implement retention strategies. For example, if a customer showed interest in a particular Nissan model but didn’t purchase, targeted promotions or reminders can help close the sale.
• Loyalty Program Insights: The attribution system can also help track the effectiveness of loyalty programs, suggesting ways to encourage repeat visits and repeat buyers.

Competitive Advantage

• Market Benchmarking: By comparing their attribution data against industry benchmarks, the Nissan dealership can better understand its competitive position in the market. It can also spot trends earlier and react faster to market changes.

In summary, Nissan’s Buy@Home Enterprise Adaptive Retail Platform with full retail attribution enables the Nissan dealer to understand exactly how their marketing and customer interactions translate into sales. This leads to better decision-making, more efficient use of marketing spend, and the ability to create more personalized experiences for customers, which ultimately boosts sales and customer satisfaction.