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Auto Trader turns up the data dial


AUTOTRADERAuto Trader is turning to data analysis in order to turn tables on the likes of Google and Facebook.

The Manchester company says it has a new strategy to increase online sales further.

In an interview today with The Drum, Auto Trader’s digital sales director Rakesh Patel detailed the data work which includes a plan to get advertisers to pay to use Auto Trader’s own Facebook channel to target car fans as oppose to just car buyers.

“This is why Facebook, Google and Twitter own this space and why we think there’s a digital opportunity for us.

“If you know what your consumers are doing, how they’re operating and you know what’s important to them before they make a request then that’s where we can really provide an additive service.”

The company says that motor dealers are using a predictive algorithmic-based solution Auto Trader has developed to elevate sales and marketing campaigns based on how people are searching for cars on across the digital service.

“We’re getting closer to actually demonstrating that ‘x’ number of people who saw an ad on Auto Trader actually went off and bought a car.”

Auto Trader last month announced its full year results with both earnings and profits up. Earnings rose by 15% to £156.6m, while its operating profits were up 35% at £133.1m.

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