Articles by Jason Ezell - President and Co-Founder

Industry expert Jason Ezell discusses how different websites like Facebook and third-party sites can provide both direct and indirect traffic to dealership websites.

To properly evaluate data from Internet marketing efforts, industry expert Jason Ezell explains that dealers must first define success metrics for the different types of online marketing.

Ever looked at a click map of your home page to see which buttons, images, specials, promos, etc. are clicked the most? Internet expert Jason Ezell dissects a sample click map to see the most and least clicked items on a dealer’s home page.

Industry expert Jason Ezell explains how dealers can more accurately forecast the months ahead because with technology, they can view aggregated and normalized auto shopper data.

Jason Ezell - In a business where inventory is the backbone of sales, the car industry doesn’t lend itself very well to cutting costs. A lower inventory, while it might save money, might also cost you more in lost sales. So what’s the answer?

After attending a recent automotive Internet conference, I was very encouraged, yet a bit overwhelmed, with all of the emphasis on Web statistics, shopper data and inventory software to help price/sell/buy/turn pre-owned stock. I have always been mesmerized with the amount of information the Internet has provided, both on the Web itself and through the data being produced by millions of people using the Web.

Jason Ezell - I have always been mesmerized with the amount of information the Internet has provided, both on the Web itself and through the data being produced by millions of people using the Web. Oh, the power we would gain from harnessing this data and molding it into usable knowledge with which to make solid business decisions.

Jason Ezell - If we can bring people in on pre-owned car deals, then we can show them the excellent deals we have on new vehicles and try to make that switch. Almost half of all people who submit a vehicle lead via the Internet will buy a different vehicle than the one they first inquired about, and over 42 percent of people who submitted a lead on a new vehicle ...

Jason Ezell - As dealer Web sites grew in number, popularity and robustness, Web space got crowded—especially on search engines. The solution for more visibility amidst the crowd was to buy your way in front of competitors to position yourself closest to the shopping audience. It’s the ultimate auction with no ceiling on pricing, and the more you spend the ...

Jason Ezell - Although OEM sites are still the most visited by online shoppers, third-party sites are no longer the second most visited sites. For the first time, dealership Web sites are the second most visited Web sites by online car shoppers! A reported 60 percent of these shoppers went to the ...