Attribution Path to Conversion for Iggy Pop’s Chevrolet = Rolls Royce

If you’re a marketer, and tried to map the attribution conversion path for punk rock star Iggy Pop’s car purchase, it might blow your mind. But, the very nature of attribution modeling (specifically Bayesian), has converters and non-converters. Not every path has that neatly-wrapped, expected conversion.

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Here’s a little Iggy Pop fun for you car marketers via Motor Trend’s K.S. Wang:

  • 1965- Pop bought his first high school car, what he called “a surfer car”, a 1956 Chevy Nomad. Pop bought the Nomad with his hard earned money from making music.
  • Pop said goodbye the the Nomad when he crashed it driving too fast on a gravel road and totaled the Chevy Nomad
  • Then, Pop took a 25 year hiatus of having no car. None.
  • 1991- He bought a 1992 Ford Bronco which he owned for 15 years.
  • Pop moved to Miami and began his car buying spree. Re-enter his interest in Chevy: specifically Camaro.
  • When going to the used dealership to buy the Camaro, he quickly determined he hated car dealerships.
  • He turned instead to buying used cars from the “classifieds.”
  • He bought an electric blue 1984 Ferrari 308 GTS with calfskin seats.
  • Traded up for a newer Ferrari but found he preferred the 1984 model.
  • ‘65 Jeep commander sprinkled into his fleet.
  • After realizing he couldn’t drive his Ferrari the way it was intended to be driven (100+ mph), he bought a 1980 canary yellow Corniche Convertible Rolls-Royce from a seller in Utah.
  • Proceeded to buy/trade a total of six different Rolls Royces, each getting newer in age.
  • He now drives a 2009 Rolls-Royce Phantom Drophead.

That Chevy dealer couldn’t convert him into a new vehicle…forcing him to paths of eBay, Craigslist, Cars.com, and others. The path to conversion can be a long one with twists and turns and bumps along the way.

Jeff Greenfield, COO of C3 Metrics advertising attribution measurement firm said, “in the auto sector, we see what’s called bi-modal conversion cycles. Either someone converts from top of funnel to vehicle purchase in 10 days because their car was stolen or totaled…or we see the conversion cycle take ten months from first stimulus to vehicle purchase. In this case, we’ll see 500 media touchpoints easily…it’s a highly competitive field in auto.”

Attribution Scorecard

The 2018 Attribution Vendor Scorecard compares 15 attribution vendors across 15 customizable criteria.

Criteria include:  fraud removal, user-level data, viewability, TV, and cost.