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CAP and What Car? in partnership to enhance sales lead value

Data marketing and insight service, What Car? Connect  has been chosen by CAP Automotive to maximise the value of sales leads generated by CAP’s consumer valuation and motoring cost tools.

What Car? Connect applies profiling of the 15,000 records generated monthly since the launch of its consumer-facing valuation and ‘total cost of motoring’ website last September.

The aim is supply manufacturers and dealers with the highest quality new car sales leads in the market.

Advanced profiling allows manufacturers access to much more targeted sales leads, based on the online search habits and likely emotional responses of potential customers.

The move is part of an expanding partnership between Connect and CAP that will later see qualified sales leads delivered directly to CAP’s trade retail clients.

Ben Maguire, CAP’s head of consumer, said: “The quality of raw leads generated by our consumer website has beaten our original expectations by a wide margin, meaning more than one in three of our users are genuinely in the market for a car.

“We’re new in this field and therefore we need the best lead generation partner possible to maximise the value of this consumer data. What Car? Connect has a demonstrable track record in quality lead analysis and the result will be the best possible qualified leads generated for car manufacturers and dealers.

“We are adding our data to the pool of What Car? data that goes to car manufacturers.”

What Car? Connect’s call centre, capable of making 50,000 calls per month, will process the records collected by CAP’s consumer tools. Qualified leads will be generated, allowing dealers to re-establish the connection with ‘in market’ customers.

Andrew Golby, brand director of What and founding director of What Car? Connect, said: “Under the What Car? Connect banner we have, painstakingly, developed intelligent tools that, when combined with a call centre capable of thousands of calls a month, produces a service that truly puts the consumer first."

Further analytics and insight products could also result from the partnership between CAP and What Car? Connect in the future.

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