1. A Consumer Has Found Your Dealership Through A Smartphone Search: Then What? John Busby Senior Vice President, Marchex Institute September 23, 2014

2. 2 So this is happening… #DD17 @johnmbusby @marchex

3. 3 What is the most common response to a mobile search? Visit to a Web Site? Filling out a Form? Online purchase? Visiting a dealer? Going in-store? #DD17 @johnmbusby @marchex

4. 4 Actually, it is none of those. #DD17 @johnmbusby @marchex

5. 5 In 2016, mobile search will produce 70 billion consumer to business phone calls Source: BIA/Kelsey (2012) Internet Call Volumes by Channel #DD17 @johnmbusby @marchex

6. 6 We know that most car buyers use search engines. Source: Capgemini: Cars online 2014 52 % Of car buyers see search engines as the most important source for vehicle research #DD17 @johnmbusby @marchex

7. 7 And we know that searches are going mobile. Source: Google Internal Data, Easy Life Vertical Trends Report for Auto Dealers (Q4 2013) 48 % Of all searches for car dealers are now coming from mobile devices Q4 2012Q4 2013 31 % 8%8% 61 % 38 % 10 % 52 % Desktop Tablet Smartphone #DD17 @johnmbusby @marchex

8. 8 We know that mobile searches yield phone calls. 3:1 Mobile CallsMobile Forms Automotive News, “Dealer’s Phone Rings Again” July 21, 2014 #DD17 @johnmbusby @marchex

9. 9 But what do we know beyond that? #DD17 @johnmbusby @marchex http://bit.ly/marchexauto

10. 10 First, at a high level we found that there are three types of phone calls. 71 % Product or Service Calls 13 % Non Product or Service Calls 16 % Unanswered #DD17 @johnmbusby @marchex

11. 11 What kinds of calls are not product or service calls? PersonalJob Inquiry Wrong NumberVendor VoicemailUnclear Intent #DD17 @johnmbusby @marchex 13 % Non Product or Service Calls

12. 12 How about unanswered calls? Voicemail Phone Tree Hang-up Hold Time or Ring Hang-up Non-Product VoicemailFax #DD17 @johnmbusby @marchex

13. 13 Are they calling about a new car? Other New Business Parts Service Used Car Sales New Car #DD17 @johnmbusby @marchex

14. 14 Calls can be a profit center for dealerships. #DD17 @johnmbusby @marchex

15. 15 Product or service: How many produce appointments? Hours & Directions Other Product Inquiries Sale or Appointment Service Not Offered Follow-up PoS Voicemail Message #DD17 @johnmbusby @marchex

16. 16 Ugh. In 60% of calls, an appointment was never tried. 29 % Customer 8 % Service Rep 63 % Never Mentioned #DD17 @johnmbusby @marchex Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place.

17. 17 It’s even more dismal for sales-related calls. N= 223 #DD17 @johnmbusby @marchex Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place.

18. 18 What we’ve observed as successful by analyzing calls to dealerships.  Whenever a consumer inquires about store hours, provide “next available appointment”.  Capture “drive-by” callers by offering promotional prices or limited time offers.  Turn “research” calls into “why us” calls. #DD17 @johnmbusby @marchex

19. 19 A few things we left out of the study… #DD17 @johnmbusby @marchex http://bit.ly/marchexauto

20. 20 Our data shows that Millennials and Generation X are most predisposed to calling from digital and mobile ads. Sources: Marchex Data2014, more than 40,000+ calls. Neustar Element One Over Index Against US Population Under Index Against US Population Most Over Indexed Segment Against US Population Age #DD17 @johnmbusby @marchex

21. 21 How did we collect the information for the paper? Through Call DNA – conversational analytics. #DD17 @johnmbusby @marchex

22. 22 For this study, it can show us the types of service calls. Note: Based on a random sample of 5,000+ calls from 2014 that were >45 seconds long. #DD17 @johnmbusby @marchex

23. 23 Or whether a brand or location is truly about giving consumers the lowest price. Note: Based on a random sample of 6359 calls from Oct. 23 through Nov. 30 that were >45 seconds long. #DD17 @johnmbusby @marchex

24. 24 Call DNA can also begin to show the effectiveness of different digital marketing campaigns. Sources: 10,000+ calls from Sep-Nov 2013 #DD17 @johnmbusby @marchex

25. 25 Or how often a consumer is mentioning a specific make or model when calling a dealer. Model mentions among new and used car calls Model mentions among parts and service calls Sources: Marchex Data2014 #DD17 @johnmbusby @marchex

26. 26 Should auto dealers be getting coal in their stockings this holiday season? Sources: Marchex Data2013 #DD17 @johnmbusby @marchex

27. 27 Auto dealers did pretty well (all things considered). Sources: Marchex Data2013 #DD17 @johnmbusby @marchex

28. 28 Marchex is a leading advertising technology company focused on mobile and phone calls. = CALLS 100K+ Customer scale 400M+ Annual call connections 30 Patents granted & pending 400/50% Employees / % in Product & Engineering roles #DD17 @johnmbusby @marchex

29. 29 Marchex Call Analytics The leader in measuring phone calls from advertising  +1,000 clients  400M annual Call connections  30 patents granted or pending  Leading in innovation, Clean Call, Call Firewall, Dynamic Tracking, Call DNA, Call Rescue.  Rate per Call or Usage model (flexible)  Hundreds of national brands  100+ publisher sources  Proprietary Call Ad-Server and voice search technology  25% average conversion (sale) rate  Rate per Qualified Call business model Marchex Call Marketplace The leading mobile pay-per-call advertising network #DD17 @johnmbusby @marchex