Traditionally, the automaker has largely relied on obtaining physical addresses for leads in order to segment customers and target outreach. However in recent years, the automaker noted an increasing number of leads without postal addresses – currently averaging more than 10 percent. In the past, if a potential customer inquired about a vehicle, but didn’t supply a postal address, the company had no way to tie that lead back to resulting sales to track the success of its campaigns. The lack of a postal address also prevented the company from recognizing the incoming lead and offering differentiated treatment for existing versus new relationships.