towed and calls his friend Ryan for a ride. They go back to Ryan's house to start researching prices and more information. They might google " prices for alternator " and start visiting aftermarket websites like Jiffy Lube, and AutoZone. This online activity seeking the cost to purchase and install an alternator moves Doug to the " In the Market for Service " audience. Doug is shown advertising for service at the Toyota dealership in his proximity. Data informs the dealership's marketing team that Doug owns a Toyota Camry in the dealer's primary marketing area. Doug then receives exceptional service from the dealer and becomes a loyal customer of that dealership for future service and vehicle purchases. DOES THIS NEW TECHNOLOGY WORK? IT DID WORK FOR A LUXURY OEM! Since this technology is new to the marketplace, a luxury OEM recently ran a pilot to determine its effective22 ness. The pilot ran in the OEM's selected stores' primary marketing areas for two months. Nine stores participated, ranging from small to larger stores, targeting owners of vehicles for this luxury OEM who were " defecting " or " in the market for service " with advertising. On average, dealerships got $18 back for every $1 spent on advertising. Small stores reported an ROI of $16 per $1 spent. Medium stores reported an ROI of $18 per $1 spent. Large stores reported an ROI of $22 per $1. After the pilot, the OEM began rolling out the technology to all of their stores across the country to continue capturing these known defectors and use the data for maximum service absorption. SOLVING YOUR SERVICE ABSORPTION GOALS WITH DATA If you could capitalize on these " known defectors " and " in the market for service " customers, how much clos