Guest Expert:
Jeremy Marshall
Senior Product Consultant
Dealer.com
CONTENT:
Jeremy Marshall joins Jade Terreberry to discuss how dealers can finally close the 92% blind spot in their sales funnel by embracing multi-touch attribution and honest measurement. The episode explores why leads aren’t deals, how to leverage every touchpoint, and the critical role of dealership websites and marketplaces in driving shopper satisfaction and profitability.
TOP TAKWAYS:
Multi-touch attribution is essential for real ROI: Dealers must look beyond first and last touch, tracking all 62+ steps in the consumer journey to understand what actually drives sales.
Leads don’t pay the bills—deals do: Honest measurement means focusing on closed deals, not just form submissions or phone calls.
Dealership websites are digital storefronts: Structure, AB testing, and heat mapping help optimize the site for real shopper engagement and conversions.
Marketplaces are key entry points: Nearly half of shoppers start on a marketplace, and one in three buyers never submit a lead before purchasing.
Shopper satisfaction hinges on control and transparency: Consumers want education, collaboration, and control—dealers who deliver relevant experiences win more business.
TIMESTAMPS:
0:00 – 1:21 – Introduction & Conference Preview
Jade and Jeremy set the stage for their discussion at the NCM Client and Friends Conference and share highlights from their presentation.
1:21 – 2:55 – Closing the Blind Spot With Attribution
Why tracking every touchpoint matters more than ever.
2:55 – 3:45 – The Role of Websites and Marketplaces
How digital storefronts and listing sites shape the buyer journey.
3:45 – 4:45 – Data-Driven Website Optimization
The importance of using analytics, AB testing, and heat mapping to drive engagement.
4:45 – 5:18 – Shopper Satisfaction Study Insights
Consumers expect education, transparency, and control throughout the process – why you need to focus on this.
5:18 – 5:44 – Final Thoughts & Resources
Jade wraps up with what you should be focused on, mentions bonus episodes and new studies.