TRADER makes use of ‘big data’

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Auto-Trader-650Dealers can now use predictive analytics and data to learn more about their customers on autoTRADER.ca. TRADER Corp. has announced a partnership with Toronto-based Coherent Path that leverages the company’s data mining and predictive analytics platform.

This ‘big data’ will show dealers where consumers are and where they are headed in the car buying journey, so that they can serve up the right ad at the right time, said TRADER.

It now means that they no longer need to simply place an ad in front of a shopper who is looking at a particular vehicle. Instead, an advertiser can use predictive data and analytics to strategically place an ad in front of shoppers to help stimulate and influence their buying decision.

“Most Canadian car buying journeys involve autoTRADER.ca at some point, and that creates a lot of data,” said Roger Dunbar, Vice-President of Marketing at TRADER, in a written release.

“By leveraging this marketplace data high-ground, we will be able to project and stimulate the car buying journey for individual consumers. Our customers will have the ability to strategically place messages within the various stages of the consumer’s journey, increasing ad effectiveness and driving incremental revenue as a result,” Dunbar added.

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Canadian auto dealer