Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Glenn Pasch

Glenn Pasch Chief Executive Officer

Exclusive Blog Posts

Design: The Driving Factor Behind Showroom Sales

Design: The Driving Factor Behind Showroom Sales

Many factors go into creating a successful showroom. While often overlooked, design plays an essential role in the customer experience and overall success …

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

Got my Big Data: Now What

Big Data: Management Strategy

 

Over the past few weeks, articles I have read and some recent events I have attended have been focusing on the theme of “Big Data.”

Multiple authors and speakers discussed how the need for big data was coming in many industries so that owners could manage their businesses more effectively. The comments ranged from utilizing this data in terms their website analytics to provide a better experience for their visitors.

We saw data for social engagement, customer behavior, website lead forms, and even for a customer’s total online experience.

We also heard the argument that data for data’s sake was just adding more information on an already overloaded business owner.

What to do? Who to believe?

My feeling is that data is important. But inherently there are challenges that businesses face. For instance, many industries do not have common standards as to what each metric means for their business.

In terms of a website, words like conversion, impression, click, visitor etc. can mean different things to different people. Companies can make data sound great because they are funneling it through what they want those numbers to say so they can showcase their efforts.

Big Data should take away the emotional aspect of running a business. I recently saw Billy Beane, GM of the Oakland Athletics, speak about how he would not watch the games because he did not want how he felt about a player influence decisions he may have to make based on the metrics he was using.

I agree. I have been guilty of this myself. I have heard myself make allowances for an employee’s performance because I know about their personal issues.  One of the best lessons I learned was to cover up the person’s name, look at the results, and then make my decision. Then uncover their name and see if my decision would change. Try it next time. It is enlightening.

But more importantly for me is that “Big Data” or ANY data without a process for action is a waste of time and energy.

What are you going to do with the data? How is it impacting what you are currently doing and how will this new information change your process of doing business.

If we see that more people are going to the website, do we adjust spending on some other part of your marketing? Would an increase in one department mean more staffing, training, etc.? If you see efficiencies in your distribution or delivery mechanism, are you changing the process to reflect this?

Too many companies go with the “hope” factor when change comes.

Here is a list of items you should look to address when looking at Big Data:

  1. What does the data tell us?
  2. What does it mean in terms of what we are currently doing?
  3. Does it have any impact on process?
  4. If so, what does it mean?
  5. How will this be rolled out?
  6. How will this be implemented?
  7. What training needs to happen?
  8. What accountability measures need to be put in place?
  9. How will we monitor this in the future?

All of this has to happen or big data becomes a big pile of nothing on the desk of leadership.

Let me know your thoughts.

Glenn Pasch is the current COO of PCG Digital Marketing as well as a writer, National Speaker and Trainer. Glenn will be speaking at the upcoming Digital Marketing Strategies Conference in Orlando FL. February 5th-7th prior to NADA. 

Kevin McMillen
Great job Glenn. One point I would also make and I'm sure you have insight on it is this. Many dealers change from product to product trying to get results and in fact typically change fast like within months or after one year. Here is the problem with that. As you state the data is different and the data changes so its very hard to get true big data unless you stick it out and challenge your vendor when you have questions. Big data is just that, big datasets that are consistent. Thanks for sharing your insight and for leading our industry.

 Unlock all of the community & features  Join Now