NASHVILLE, Tenn. -

Offering dealers a better understanding of consumers’ paths to auto purchase is the goal of a new automotive channel attribution reporting suite released late last week by Dataium.

By taking advantage of its Dataium Cloud Intelligence platform, a system which collects behavior on more than 20 million auto shoppers each month, the company said it developed the new reporting suite to deliver critical insights into the digital media usage and online behavior of consumers during their path to purchase.

“As the industry’s definitive online consumer data source, collecting from over 10,000 automotive websites, the level of research and reporting we can provide on the consumer’s path to purchase is truly unprecedented,” said Eric Brown, Dataium chief executive officer.

“We are truly excited to bring to the media, advertising and auto industry segments this critical insight which has been missing from the single largest advertising category.”

The automotive attribution reporting suite was developed in partnership with leading auto manufacturers, marketers and dealership groups, Dataium officials said. Each report includes contextual KPIs, or key performance indicators, that provide context to performance metrics relative to local, national and brand performance benchmarks.

Dataium said the new reporting suite includes the following features:  

Path to Purchase Report: Based on consumer media, channel and keyword usage on more than 200 million consumers collected during the past two years, the report offers visibility into where, when and how consumers make their vehicle purchase decision, Dataium said. It integrates client’s sales records to align consumers’ behavior on- and offline with their respective purchases by make, model and market.

Channel Attribution Report: Offering online media profiles and comparatives of thousands of digital media outlets, this feature highlights those which deliver the best conversion and greater penetration of the auto-buying audience by specific make, model, stage or market.

Advertising Effectiveness Dashboard: The effectiveness dashboard, Dataium explained, allows dealers to compare their digital advertising channels to top performing channels within their market, and to find the top lead-generating search keywords by search engine, to help deliver the right auto shoppers to the dealer site.

Audience Profiler: The profiler measures and maximizes a dealer’s digital audience by offering a look at the competitive cross shopping of online traffic, unbroken keyword usage, content consumption, in addition to the direct and indirect traffic sources.

Campaign Profiler: This feature offers details on how online and offline marketing campaigns, including email, direct mail, broadcast and live events, are changing auto shopper behavior, and identifies the targets who are closest to a purchase decision by brand, model, market and more.