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Q: What is the matching philosophy?
A: We have a high bar for matching criteria, based on consumer household information and device ID. So when we report a match, we know with certainty that this household purchased that VIN. It's not that we don't collect data on everyone, its that our standards are so high that we only show you information we are certain about. -
Q: What % of my sales are you matching?
A: Show the Data Sources page in the dashboard. The match rate is the number of attributed sales over the total sales. -
Q: Will the % increase? How much will it increase?
A: Generally, we see the match rate increase in the first few months and stabilize at month four. We usually see match rates at 40-60% for clients after month 4. And Clarivoy is constantly working to increase the matching ability of our Identity Graph along with our matching algorithms so that we can identify even more of your buyers in the future. -
Q: What match rate do you typically see across clients?
A: We generally see 50-60%, and we have some in the 80s. -
Q: 60% isn't very high. I thought it would be 100%.
A: Actually, most sales attribution companies are matching less than 30% of buyers (according to another vendor at an attribution conference), so Clarivoy's is higher. And 40-60% provides significant statistical confidence by which you can be confident in the decisions you are making about your marketing based upon this data. If you want 100% look no further than your CRM or DMS. The problem is that those only contain a small fraction of the customer journey. Match rate doesn't matter as much as match depth. And currently if you're relying on your CRM to make advertising decisions, we find that less than 40% of CRM data is helpful and actionable. A lot of Lead sources are entered into the CRM as walk-in, drive by, location, internet, or even "I was too weak to ask", etc. and don't inform you on how to effectively and efficiently acquire your next sale. Furthermore, the CRM is usually giving you just one lead source. We can tell you about the entire customer's click trail, including anonymous activity before they ever filled out a lead form. The average buyer that we see has nearly 7 touchpoints (or events) before they buy. So our value comes in both the depth and breadth of insights: We can tell you more about your CRM Leads, showing you what brought them to visit your site before and after the lead, even if they didn't self-identify on those visits. For example, you may have a lot of "walk ins," but we can show you how important paid search is for bringing in those leads. And your CRM usually lists just one source for each customer. Clarivoy is capturing leads across the customer's journey, so it's multi-touch. We can tell you about buyers who weren't even in your CRM until just before purchase, maybe they did all their online research on 3PA sites. For example, we can show anonymous shopping behavior on Cars.com and Edmunds, even if the buyer never filled out a lead form. -
Q: What can I do to improve my match rate?
A: Are they using dynamic call tracking or dynamic number insertion (DNI)? If not: Dynamic call tracking can tell you more about your buyers and increase match rate. Dynamic call tracking vendors can actually change the phone number that appears on your website depending on how the visitor came to your site. Someone who clicked on a paid search ad will literally see a different phone number from someone who clicked on an organic search result. And then when we get your call tracking report, we can attribute credit to organic search or paid search for being the origin of that call. How complete are your sales files? Do they include email addresses for most of your buyers? Since email addresses are digital and unique to individuals, they are a key part of information in tracking down digital identities and matching anonymous behavior online. If less than 75% of your sales records have email addresses, this may be holding back your match rate. Can you work with your sales team to increase this data capture? [Once infutor is implemented, this will reduce this need to get more data because we will enrich the records with additional emails and phone numbers to improve match rates] -
Q: What's the best match rate you have, and what makes it high?
A: We have clients with match rates in the high 80% range. Those who do use call tracking extensively and have a high rate of completion for their sales files, with email addresses. -
Q: How can I trust what you say when you're reporting on less than half of my sales?
A: We're unbiased. Your individual vendors might be reporting attribution for just their own tactics, but we call this "grading your own homework!" We don't have any stake in your business or in any of your vendors, so we report it like we see it. We are the best in the industry for going beyond your CRM to report on anonymous clicks by your customers. Do we catch everyone? No, but we can provide a lot more visibility than you have right now, and no one does it better. We have norms that you can compare to, based on collecting data across all of our customers. This provides a benchmark to evaluate how each vendor is doing for you. Example: If you watched the recent election, they are able to call the winner of a state with as little as 1-3% of the data. If you knew 50% of your customers wanted decaf coffee, you could make an assumption about the opinion of the other 50%. -
Q: How does anonymous matching work? How do you do it?
A: That's one of our proprietary processes, so I can't provide too many details. It's based on linking device IDs, cookie IDs and IP addresses to households so that we can connect digital behavior to the buyer of a particular VIN. If pressed – we do use some outside partners to boost our match rate, including LiveRamp. If pressed more, as with scenarios ("what about spouses using different cell phones or people using their work computer?") – That's where the device matching comes in, to include the buyers' digital identity across all devices they may use. Do we catch absolutely everyone? No, but no one does. No one does it better. I can't get any more specific without getting into our "special sauce" (wink). A lot of people think we use only IP addresses, but it's actually more complicated. If you are at a Starbucks you might share an IP address with 40 other people, but we are also able to see what fonts are installed on your computer, what chrome extensions are installed, whether you have html5 turned on or off, and these individual preferences help us create an individualized profile identified to the consumer. -
Q: How is your ability to match buyers affected by GDPR / evolving data and consumer privacy laws? Isn't Google making it harder to get AdID data?
A: This is an evolving space, and we're keeping tabs on the changes. We have a variety of partners and use a variety of methods to match buyers, and we're not reliant on any one method. The truth is that while customers are rightfully interested in privacy, they're also willing to share identifiable information with trusted vendors in return for more relevant advertising and personalized experiences. So it's still possible for dealers and partners to collect information and understand the behavior of their buyers. -
Q: How about matching traffic on Safari? I heard that Safari blocks cookies?
A:This can make matching more difficult, as Safari is increasingly blocking or deleting first- and third-party cookies. However, we have other matching methods that don't rely on cookies so we can often match the individual to their behavior anyway. This is a big difference between Clarivoy and other 'attribution' products. Because we have multiple ways of matching we aren't hindered by these changes or the coming changes with Intelligent Tracking Prevention (ITP).Need new answer from Product Team - Open Tickets Board ticket with category=Product if you need a response to this question.