Client Description

AutoTrader.com, Inc. offers online marketplace for buying and selling of used cars, light trucks, vans, and sport utility vehicles. The Company provides information for consumers regarding automotive products and services such as insurance, financing, and warranties. AutoTrader.com serves customers in the United States.

The company operates the AutoTrader.com and KBB.com websites, which work to connect online buyers with those who have cars to sell. AutoTrader.com draws million visitors a month who browse its extensive listings and popular features such as vehicle reviews, warranty information, insurance, and financing. In addition to used cars and trucks, the site offers listings for motorcycles and classic cars for collectors (at AutoTrader Classics), as well as some new cars. Its kbb.com website provides consumers with a ballpark car value when they set out to shop. AutoTrader is majority-owned by Cox Enterprises,

AutoTrader’s business units include AutoTrader.com, Kelley Blue Book (KBB), vAuto, VinSolutions, HomeNet Automotive, and CDMdata. The company has more than 3 million vehicle listings from 40,000 dealers and 250,000 private owners and provides the largest selection of vehicles and attracts more than 14 million qualified buyers each month.

Headquartered in Atlanta, AutoTrader has additional locations in Illinois, Colorado, Massachusetts, Michigan, Ohio, Pennsylvania, California, Kansas, and Florida.

Challenge

Autotrader’s marketing support faced increasingly frustrated customers who were demanding more metrics on their advertising impressions. SAS analysts would spend hours building models and querying ever increasing data volumes on ever aging legacy systems. Competitors were starting to harvest their own web logs and what they provided as out of the box metrics took days for Autotrader to generate.

Solution

iOLAP partnered with Autotrader to build an impression analytics processing engine utilizing Netezza analytic UDFs. Additionally, iOLAP designed and built a Kimball data warehouse which homogenized enterprise data to tie the impression data to enterprise data. Dealer impression reports were built using Microstrategy.

Benefits

For the first time, a solution on a single platform was created that could answer questions generated by dealers. Dealers could now see how their campaigns performed across different customer segments and products. This information helped them determine what products to promote as well as understanding what type of promotions generated the highest clicks to their dealerships or products. From a performance stand-point, the business could now focus on harvesting impression information across conformed dimensions. What took days previously could now be created in minutes.

  • Tools: Kimball | MicroStrategy | Netezza
  • Categories: Analytics, Big Data, Strategy
  • Tags: Communications