Distributing Leads in the Fast Lane: FordDirect Lead Management Case Study

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Distributing Leads in the Fast LaneFordDirect
Lead Management Case Study
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Agenda

• FordDirect Overview
• Effective Lead Management
• Improving Close Rates
• Technology Requirements
• WambaTech Overview
• Technology Solution
• Questions

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FordDirect Overview
FordDirect and Ford Motor Company work together
to engage consumers in the digital marketplace
and drive over 250,000 sales per year.

• Founded by dealers, FordDirect is the only joint
  venture between manufacturer and its dealer body
  in the industry
• FordDirects primary objective is to provide a
  superior online research and shopping experience
  for consumers of Ford Motor Company vehicles
• Each month FordDirects website platform
  generates over 5 million visitors resulting in
  200,000 purchase requests for Ford Motor Company
  Dealers

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FordDirect Overview
FordDirect provides products and services to over
4,000 dealers nationally.
Marketing
Dealer Products
Website Development
Data/CRM Tool
Dealer Websites
Website and Lead Data
Lead Management CRM Tools
Enterprise Delivery Solution
Media/Call Tracking
Used Vehicle Marketing
Integrated Lead Management
Online Yellow Pages
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Agenda
FordDirect Overview Effective Lead
Management Improving Close Rates Technology
Requirements WambaTech Overview Technology
Solution Questions
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FordDirect Lead Generation / Aggregation
Quality
Quantity
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FordDirect Lead Generation / Aggregation
Quality
Quantity
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Data Integrity Aggregation of Channels
Utilization of one platform gives enterprise
visibility into consumer behavior across
multiple channels.
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CRM Sales Enhancement Treatment Determination
Analytics engine determines in-market nature of
customer allowing for individual treatment based
on data profile.
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Process Improvement Data Delivery and Sharing
Strategic partnerships within the distribution
channel ensures a consistent consumer shopping
process that is beneficial to both the OEM and
retail channel.
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Agenda
FordDirect Overview Effective Lead
Management Improving Close Rates Technology
Requirements WambaTech Overview Technology
Solution Questions
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Process Augmentation Referral Contact Service
Complementing dealer process has proven to
provide significant lift in close rate.

• FordDirect leads are sent in real-time to an
  automotive call center
• Up to eight attempts are made to call customers
  to set an appointment at dealership
• Prospects requiring immediate attention are
  faxed or emailed to the dealership
• Over 1.5 million customer contacts and 700,000
  appointments set to date

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Differentiated Lead Treatment Targeted
Incentives
Treating leads differently based on customer
intelligence can improve consumer experience and
increase close rate.

• Leads sent through analytics engine are evaluated
  for eligible public or private offers
• Available incentives delivered through multiple
  fulfillment channels
• Automated response email
• Call center
• Direct mail
• Variable incentive models tested to determine
  maximum lift

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Lead Enhancement
Enhancing leads with the right amount of data can
prove to be beneficial to dealers.

• Internal or external customer data can be
  leveraged to give dealers more information about
  the prospect contained in the lead
• FordDirect currently checks Fords internal
  customer database for ownership history and
  appends a message to the dealer if the prospect
  is a current or previous owner
• Previous owners close at the highest rateout of
  all identified segments
• Difficulty lies in determining correct amount of
  data to pass to dealers

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Agenda
FordDirect Overview Effective Lead
Management Improving Close Rates Technology
Requirements WambaTech Overview Technology
Solution Questions
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Technology Requirements
Lead management effectiveness is highly dependent
on technology underpinnings.

• Insight
• Detailed, on-demand reporting allows better
  decision making
• Flexibility
• Deep integrations with other systems essential
  to effective lead management
• System should not be barrier to business
  development
• Reliability
• Monetization of traffic dependent on lead
  delivery
• Transactional model supports billing
  requirements

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Agenda
FordDirect Overview Effective Lead
Management Improving Close Rates Technology
Requirements WambaTech Overview Technology
Solution Questions
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WambaTech Overview

• Founded in 2005 as an alternative to expensive
  homegrown lead technologies
• Focus on lead aggregation, management and
  distribution
• Dozens of clients from mom and pop shops to OEMs
  such as FordDirect and Chrysler

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Agenda
FordDirect Overview Effective Lead
Management Improving Close Rates Technology
Requirements WambaTech Overview Technology
Solution Questions
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The FordDirect Challenge

• User driven reporting suite
• Manageable on the flybusiness rule sets
• Configurable pricing schemas
• Simple integration with 3rd party systems
• Multi-layered reliability

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Reporting Suite WambaTech Business Intelligence

• Departmental performance dashboards
• Rich KPI hierarchy
• Highly customizable user created reports
• Extensive drill-down capabilities
• Real-time pipeline insight

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Dynamic Rule Sets - WambaTech Processing Rules

• User created business scenarios
• Lead content manipulation and trait decoration
• Serves dual purposes pipeline influence and
  reporting suite customizations

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Customizable Pricing Schemas WambaTech Lead
Server

• Supports traditional static Tiers as well as
  dynamic pricing
• Margining rules for volume, lead quality, time of
  day, area, age of lead, etc.

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3rd Party Integration WambaTech Lead Server

• Extensive lead routing framework allows
  integrations to be built quickly
• Dynamic properties allow control at both micro
  and macro level
• Validation framework allows for multiple
  validation networks in unison

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Reliability WambaTech Lead Server

• Proven solution over lead verticals such as new
  auto, auto finance, mortgage and debt settlement
• In production since 2005
• Several fault tolerant and self diagnostic
  facilities maintain system health
• Distributed and redundant environment

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Agenda
FordDirect Overview Effective Lead
Management Improving Close Rates Technology
Requirements WambaTech Overview Technology
Solution Questions
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Questions?

• Mike KissmanDirector of Lead ManagementFordDirec
  tmkissman_at_ford.com(313) 845-4696
• Nat PlaneCEOWambaTechnat_at_wambatech.com(248)
  582-8388