SOUTHFIELD, Mich. and NEW YORK -

Did that showroom visitor begin his car search on your website? A new sales attribution report aims to let dealers know.

Announced late last week is a new agreement between Polk (recently acquired by IHS) and HookLogic that offers full attribution on dealers’ marketing spend.

Customers of HookLogic’s AutoHook Suite of Solutions will now receive monthly Purchase Analysis Reports, inclusive of Polk registration information, showing not only direct sales attributed to HookLogic’s incentivized walk-ins, but also identifying lost opportunities. 

The companies said the new solution represents a progression in their longstanding relationship, and provides closed-loop reporting that demonstrates the effect of HookLogic’s data driven incentives on prospective customers.

The new reports offer a 360-degree view of a local market, and will measure their exact value to help dealers identify lost opportunities, and enable them to regularly adjust their marketing initiatives to reach an increased share of buyers in a particular area.

“Purchase Analysis Reports provide auto dealers and OEMs the evidence they need for improved business decisions,” said Brad Korner, vice president, automotive retail and media, at IHS Automotive.

“Armed with this information, dealers and OEM representatives can determine, on a monthly basis, exactly what is performing well and identify areas where they need to improve.”

Report features include the Overall Walk-in with Incentive Buy Rate, which is the percentage of customers incentivized by HookLogic who made a purchase within 90 days; the Dealer Buy Rate, also known as Show to Close; and Dealer Lost Opportunity, or the customers HookLogic incentivized to visit a specific dealership who ended up buying from another dealer.

“We’re pleased that our relationship with Polk (now IHS Automotive) enables dealers to measure precisely the effect HookLogic is having,” said David Metter, HookLogic president, automotive.

“There has always been an attribution model in travel and retail, but not in automotive. Having the ability to attribute a showroom visit and a sale back to a website visitor and lead gives our customers great power,” he said.  “Now it’s easy to compare their business to that of a control group: nearby dealers who don’t use HookLogic.”

Polk is showcasing the new solution during the NADA Convention that continues today in New Orleans.