“Using the results from InMobi Pulse,
we were able to have animmediate impact on traffic andAmie Lindaas
conversion rates”
SENIOR MANAGER, RESEARCH AND INSIGHTS

BackgroundCars.com is a leading digital automotive marketplace that creates meaningful connections between buyers and sellers.
Launched in 1998 and headquartered in Chicago, the company has evolved into one of the largest digital automotive
platforms, connecting thousands of local dealers across the country with millions of consumers.
While purchasing a car remains one of the largest and most significant recurring purchases in one's lifetime, the carbuying experience ranks among the most dreaded (above jury duty and cleaning toilets). From research to financing,
shopping for a car is a stressful and overwhelming process.
Cars.com is on a mission to improve the car buying process and employ a “human to business” mindset. Gaining
authentic feedback has always been at the core of Cars.com and continues to play an integral role in its
transformation. Key to these efforts have been delivering trusted expert content, providing resources and intelligence toempower consumers, connecting customers to reputable car dealers, and implementing technology that canrecommend the “right car” based on customer needs.

The Challenge
As part of their commitment to the “human to business” model, theCars.com Research & Insights team wanted to better understand how
users researched cars, what factors they considered, and what
ultimately drove consumers to purchase. They were specificallyinterested in gaining actionable insights to improve website traffic andlead submission rates, and tackling competitive challenges from newentrants.
However, traditional research methods proved limiting. First,
conventional tools served lengthy surveys (40+ questions) which meant
high drop-off and poor data quality. Furthermore, the traditional tools
required significant data processing, so using, extracting and sharing
meaningful recommendations was overly cumbersome. These
challenges were compounded by the long turnaround timelines sometimes with results being delivered often after business needs hadevolved.
To accurately analyze usage and awareness, Cars.com needed aplatform that could humanize outreach and response collection to draw
feedback from the right audience, and provide real-time insights that
could be consumed across business stakeholders in the organization.

Results●

Data delivered 4X faster than traditional research solutions - the team launched the survey and was reviewing
results within a week●

Real-time insights via the dashboard enabled the Research and Insights team and Marketing team to collaborate
and make modifications to in-market campaigns to improve lead quality●The easy-to-use reporting dashboard provided detailed demographic and behavioral insights not accessible withtraditional research and also allowed for broader consumption of results throughout the organization●Insights about competitors highlighted opportunities to refine and improve campaign and website messaging●Generated 2x sample response size and delivered statistically significant responses for even deep, granular divisionsof results

Amie Lindaas

SENIOR MANAGER, RESEARCH AND INSIGHTS“I was very impressed with inMobi’s ability to quickly implement a brandtracking study. Within a matter of weeks, the survey was deployed and we
had a comprehensive dashboard to view results for Cars.com as well as
its competitors. This was incredibly helpful in understanding awarenessand usage among our mobile audience. The results also highlighted quick
wins to in-market campaigns that we could implement and have animmediate impact on traffic and conversion rates.”