NASHVILLE, Tenn. -

Results of a partnership by Dataium and HookLogic to reactivate older sales leads were released this week, and the companies say the numbers point to success.

The partnership, which kicked off in fourth quarter 2012, combines Dataium’s contextual behavior analysis and HookLogic’s targeting incentives to reach shoppers considered inactive or no longer in the market for a vehicle.

Results showed redemption rates above 30 percent, the companies reported, and based on that performance the partnership will now be expanded.

During the first three months of integration, the Dataium-HookLogic program delivered customized incentives to approximately 25 percent of 150,000 lead submissions, representing 70 participating dealers.

“Data is only good when it’s actionable,” said Jason Ezell, president of Dataium. “HookLogic is a perfect example of how to take data and turn it into showroom traffic … by better aligning consumer interest with the sales process.”

David Metter, president of Automotive for HookLogic, explained, “Dataium’s unique data set allows us to target a dealer’s older leads, typically 31 to 60 days after submission, and then use consumer intent to better align our offers with current consumer interests and deliver a more productive shopping experience for the consumer and dealer.

“Because this customer has shown high intent to buy, it allows the dealer to align messaging, offer and timing to better meet consumer need, thus influencing the customer to choose their dealership.”