Auto buyers' Web history gives dealers an edge

12/9/2012 | Wall Street Journal, The

Auto dealers increasingly are using the services of Web-tracking companies such as Dataium to get information about the Web-browsing histories of potential auto buyers. When consumers send online quote requests to participating dealers, Dataium also provides an analysis of their browsing habits to help dealers tailor their pitches. Dataium can tell dealers "all the websites [a] person has visited in the shopping process" and "all the vehicles this person has looked at," says co-founder Jason Ezell.

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