How is your dealership using Big Data to identify and close customers?

Ian Steward
With the increasing availability of "big data", how is your dealership using it to empower themselves? Is this knowledge used for marketing? Is it used as a closing tool?
mark rask
we use it to measure productivity at the dealership
Lauren Moses
I have been attempting (key word there) to get an idea of where we are missing out on deals. Comparing the vehicles we sold and checking if a lead was sent in on them, how often they were viewed across all our listing, etc. So far it has not been used as a closing tool simply because I am still working on the number (definitely not a math person). It has given some great insights that our follow ups on leads that we didn't close on is severely lacking.
Dee Rawls
These are great questions...will be sure to have some of our dealer professionals respond.
Grant Gooley
Here is a good one! Input your entire database into google maps and it will tell you exactly where every sale you have ever made on a map! If you would like to know where your customers are coming from in an easy to read format. Check this out!
Ian Steward
Grant, I like the idea of plotting every existing sale on the map. Maybe color code according to model, yr, price, or other data points to identify area-based trends?

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