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The Regression to the Mean
The car business is very fragmented. You have tens of thousands of dealers throughout the country. If you combine systems, if you control more of the funnel, you're going to get better results. They're going to see a much lower CPL cost per lead than dealers that are just using non proprietary first party data. People see your name on the ads and then they're more likely in their inbox to open that email and come through.