Driving value at Cars.com: Using spatial data to identify 7MM leads on dealership lots

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Delilah Cameron
5 years ago
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2 Welcome

3 # T C 1 8 Driving value at Cars.com: Using spatial data to identify 7MM leads on dealership lots Jeff Bloomfield Senior Software Engineer Cars.com

4 Who Are We? Cars.com is a leading two-sided digital automotive marketplace that creates meaningful connections between buyers and sellers.

5 Who Am I? Avid Amateur Cyclist & Commuter Jeff Bloomfield Senior Software Engineer

6 Agenda Cars.com revolutionized the attribution game when it released its award-winning Lot Insights dashboard, which shows physical visitors on or near a dealer s lot. In this presentation, we ll focus on: Developing processes and partnerships to capture dealer lot polygon data and visitor location data Using Python to generate a GEOJSON file of dealership polygons to join with visitor data in a data extract Building performant geospatial views that provides dealers detailed information about their visitors

7 Overview

8 Our Dashboard Overview Basic Stats 8k Monthly Views & 429 Avg Prints 5.7 Sec Load Time 13 Months of Daily Data 3 Extracts

9 Business Problem We Needed To Solve

10 Changing The Value Story Traditional Leads No Longer Telling The Whole Story We Needed a Way to Quantify Mobile Shoppers on Dealership Lots Half went on Cars.com from a mobile device for the first time 1 week prior to their dealership visit 1 month prior 3 months prior >3 months prior

11 Developing A Proof of Concept Can We Do It?: How to combine data on dual-axis map? What data do we use for POC? Cars-Sponsored Event: Mapped Wrigley as polygon Employees turned on location services Proved out solutions with 100 records

12 Key Requirements Marketing: Visitors On Lot How many visitors on/near a lot? What other dealers are they visiting? How many visitors in a market/dma? Technical: 13 Months of Data Lot Insights Dashboard DMA Visitors How to map 30k+ dealer polygons? How to capture & process lat/long of 35MM+ monthly searches? Visitor Location Cross Dealer Visitors How to combine 13 months of dealers & visitors into performant dashboard? Dealer Polygons

13 Building Our Geospatial Dataset

14 Defining A Dealership Lot Determine your polygon criteria Cannot cross other dealerships Buffer between street & polygon Don t include inaccessible areas Centroid determined by largest building on lot No jagged lines Defining a Dealership Lot

Capturing & Maintaining Dealer Polygon Data

Dealerships to Map (300-400 monthly) Maps

file to Cars (+ Exceptions) Load to Dealer

15 Capturing & Maintaining Dealer Polygon Data Develop a process to capture and update 30k+ dealership lots polygon data Identify Trusted Mapping Partner Name & Address of Dealerships to Map ( monthly) Maps Centroid, Building & Lot Return Monthly WKT file to Cars (+ Exceptions) Load to Dealer Lot table * Unique permissions id assigned to each dealer

Capturing & Maintaining Visitor Search Data

w/location Services On Device lat/long Where

Visitors Within Dealer Polygon Flag 11k Daily

16 Capturing & Maintaining Visitor Search Data Develop a process to capture and update 35MM+ monthly searches 1.1MM Daily Searches on Cars Apps & Mobile 50% w/location Services On Device lat/long Where Search Initiated (Session Only) Flag 4k Daily Visitors Within Dealer Polygon Flag 11k Daily Visitors.1 Miles of Centroid Load to Lead Walkin table ** Heavy lifting done in database for performance

py Developed Python script to transform data into geojson file Pull unique visitors by

17 Extracting Dealer Polygons & Lot Visitors Generating Polygons: Tableau geospatial functions not supported in Teradata Dealer_Polygon.py Developed Python script to transform data into geojson file Pull unique visitors by dealer and month and roll up total sessions All dealer data comingled in single extract Benefits: Eliminates 500k dealer records (avg 15 polygon points)

18 Designing our Geospatial Dashboard

Create a Dashboard Framework Use templates and common filters: CONTROLLING

customeruuid=82170000779&dmacode=602 Standardization speeds development &

extracts & are performant Users authenticate to web portal - control access

19 Create a Dashboard Framework Use templates and common filters: CONTROLLING DATA ACCESS Standardization speeds development & ensures consistency Standard parameters allow us to control multiple data extracts & are performant Users authenticate to web portal - control access with URL with trusted authentication User Logs Into Web Portal Tableau URL Sets Parameters Report Shows Correct Dealer

20 Use Targeted Extracts for Performance No blending required all controlled by UUID, Date, and/or DMA parameters Volume Spoke Lot Insights Spoke Lot Insights DMA Spoke Lot Insights Imps Dealer polygons joined with lot visitors for last 13 months Percent of mobile searches and percent of devices with location services on in each DMA market by month The vehicles that are being viewed through the app, and the location they are being viewed from for the last 3 months by dealer 4.7MM 3.1K 150K

Keeping The Traffic Map Simple Showing dealers 500K+ monthly visitors on or near their lot: Minimize map background focus on the story Created using a dual axis map overlaying visitors on top

21 Keeping The Traffic Map Simple Showing dealers 500K+ monthly visitors on or near their lot: Minimize map background focus on the story Created using a dual axis map overlaying visitors on top of the dealer lot polygon Defaults to previous month but is users can choose month to view Help make it pop by using branded shape file and color palette Provide additional context with tooltips

going to find a car: Use conditional Sets to identify

determine distance and they had to be ON another dealer

Lat/Longs instead of polygons for viewability Provide

22 Enhanced Mapping - Other Lots Visited? Showing dealers what other lots their visitors are going to find a car: Use conditional Sets to identify visitor records Use Great Circle Distance formula to determine distance and they had to be ON another dealer s lot Use map radius tool to validate data Use Dealer Lat/Longs instead of polygons for viewability Provide additional context with tooltips, and allow users to highlight dealers with actions

23 Building Geospatial Worksheets DEMO!!

24 Future Enhancements? Lot Insights is constantly evolving: MAPBOX INTEGRATION Potential Mapbox integration Tableau 2018 Point in Polygon functionality Showing visitors who also wrote a review on Cars.com Integrating visitor data from 3rd party vendors

25 Questions?

26 Please complete the session survey from the Session Details screen in your TC18 app

27 #TC18 Thank you!

Developing Our Initial Prototype Keys To

marketing lead Agile approach released initial

29 Developing Our Initial Prototype Keys To Success: Wireframe to glass in two months WIREFRAME PROTOTYPE DASHBOARD Dedicated team database architect, dashboard developer, and marketing lead Agile approach released initial dashboard and iterated through changes/enhancements INITIAL RELEASE

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