Nurture, the automated, AI based lead nurturing system by AutoLeadStar, enables Dealers to generate new revenue from existing CRM shoppers by leveraging data, identifying new opportunities, and engaging shoppers with scalable, hyper-personalized, omni-channel communication across an optimized platform. The Nurture Overview page is where you can view and track performance.
You can log into your Nurture Dashboard to view and analyze performance as well as dive into shopper segments and edit emails and campaigns by visiting https://dashboard.autoleadstar.com/nurture/overview.
The data leveraged inside of Nurture comes several data sources including the Dealership's CRM, Dealer Offers, Manufacturer Offers (OEM), the Dealership's Inventory, and of course the Dealership's website data, tracked using the AutoLeadStar code snippet.
*Nurture pulls data from the Dealership CRM every 24 hours.
The goal of Nurture is to generate more revenue for dealerships by automatically identifying and strategically engaging with customers in your CRM. To better understand Nurture performance and success, below are some helpful definitions:
Engaged: Engaged opportunities are known shoppers pulled from your dealership CRM with whom Nurture has initiated communication, this means we've sent them emails.
Active Shoppers: Active shoppers are known shoppers pulled from your dealership CRM who have engaged with Nurture (received an email) and interacted with Nurture in a meaningful way. This includes opening or clicking on an email or visiting your website within 90 days of receiving a Nurture email.
Leads: Leads are known active shoppers (see above definition) pulled from your CRM who were re-engaged by Nurture and converted (again) on your dealership website within 90 days of receiving a Nurture email. The lead number displayed includes: 1) leads which Nurture directly facilitated via the Nurture landing pages, 2) leads which Connect (if enabled on the account) may have facilitated via onsite engagements, and 3) Leads which we know took place onsite within the 90 day window but which AutoLeadStar did not directly facilitate.
Sold: Sold refers to leads marked as SOLD during the selected date range and are attributed to Nurture engagement (received a Nurture email within 90 days of the Sale). Important to note: engagement, activation, and conversion to Lead may have occurred earlier even though the sale was finalized during the selected date range.
Click and view thru windows and attribution
Nurture has a 90 day Click-Thru-Window which means we attribute leads and sales to Nurture engagement if meaningful activity subsequently occurs within a 90 day timeframe. Meaningful activity for leads and sales is further define above.
The window of time for Nurture is 90 days, meaning 90 days from when an email was opened by a shopper. If during these 90 days a a shopper who received a Nurture email has a new lead associated or a closed Sale associated, our platform will attribute this to Nurture.
This window is anchored around email activity, opens and clicks. The 90 count will "restart" if an email was reopened and another click in it is logged 30 days after the original send - so the window slides and we start counting the 90 days from the second open, not the original.
The Overview page has 4 sections including:
- Topline Stats (and graph)
- Shopper Activity
- Shopper Stories
The Campaigns section displays a donut graph that breaks down the campaigns with active shoppers during the selected date range. Hovering over the different sections displays the number of active shopper within each campaign type.
Clicking on the View All link will drive a user to the Nurture Campaigns page.
2. Topline Stats
The topline stats displayed include the number of engaged shoppers, activated shoppers, converted leads, and closed sales during the selected date range.
Tabbing through these stats adjusts not only the graph below but the shopper stories in the bottom section which reflect highlights from each of these categories.
Important to note: The leads and sales attributed to a campaign are incremental. This is important because it helps understand why the total number of leads and/ or sales from all campaigns will NOT equal the total you see on the overview page (which aggregated all incremental leads and sales).
Consider, a shopper may be in multiple campaigns at the same time. They may convert on one campaign but have their vehicle sale tied to another. The campaign performance will reflect this and list the same action twice - once inside each relevant campaign. This is not to inflate numbers, rather it is to show that several campaigns engaged shoppers, converted shoppers, or lead to a sale.
The overview page lists the total for leads and sales - it does not double count, whereas the campaigns page shows performance by campaign and may reflect duplicate shopper actions in different campaigns.
3. Shopper Activity
The shopper activity section displays various actions which shoppers completed after Nurture engagement. Taking any of these meaningful actions indicates INTENT and help Nurture determine how best to categorize and choose the next best campaign or engagement path for that shopper.
The bottom section of the overview page contains shopper stories; the stories displayed are selected based on which topline stat you select. For example, if you click on the Leads tab, the top 5 leads who converted during the selected date range will show.
The shopper stories highlight the name and contact details, and also provide a list of campaigns the shopper is currently enrolled in as well as other Nurture and subsequent shopper activity.
All data visible on the overview page may be viewed within a selected time frame by clicking on the date range bar in the upper right hand corner of the page. The default is a 30 day view from the current date.