nGauge is powered by Dealer.com’s proprietary Pixall technology and data science, as well as customer research and shopping data from Cox Automotive’s other two mainstay media brands—Autotrader and Kelley Blue Book.
nGauge is a data-driven analytics tool that assigns meaning to a specific combination of online consumer engagement behaviors that signal the intent to purchase a vehicle. The new solution will support dealers in their sales strategy by targeting the most serious car shoppers, which frees up time to engage with the right opportunities to help increase sales and the return on investment in digital advertising spend.
“Dealers don’t want, nor have the time, to be data scientists,” said James Grace, Senior Director of Analytics Products, Cox Automotive Media Solutions. “We envision nGauge by Pixall to be the go-to data partner for dealerships to target quality car shoppers online, support the deal-making process and help facilitate in-store transactions.”
By “gauging” and scoring engagement, nGauge takes a deeper approach to analyzing advertising metrics by filtering out traffic noise, helping dealers target and engage a higher quality car shopper.
“Through the comprehensive data of Autotrader, Kelley Blue Book and Dealer.com we can better understand the behaviors of today’s car shoppers, and nGauge will be a critical tool for dealerships looking for quality versus quantity website and showroom traffic to help them truly grow their businesses,” Grace said.
Cox Automotive Media Solutions will also feature an update to its monthly DataView index, comprised of a comprehensive data index of consumer demand and digital advertising trends. Dealers can leverage the unique vantage point provided by DataView to observe and understand retail insights on what inventory consumers want to interact with and its effect on advertising costs against both national and regional key performance metrics.
