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.
×
Jon Lamb

Jon Lamb President

Exclusive Blog Posts

Why Educating Car Shoppers Is So Important!

Why Educating Car Shoppers Is So Important!

The average consumer doesn’t understand the complex dynamics of the automotive industry. In fact, they probably don’t even care enough to learn about i…

OP-CODES?

OP-CODES?

      At one time or another, we are all (assumably) guilty of running the same service specials online month to month. Asking …

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

The Necessary Shift from #BigData to #BetterData

BigDataAutomotive.jpg?width=750

The words "big data" have been buzzing around the marketing and advertising world for a few years now. Technology has made it possible to do things with data through analysis and proper utilization that weren't very easy a decade ago. It's a good thing, but it's not enough.

In the automotive industry, we see it used for everything from conquest sales to social media promotions. There's nothing wrong with this except for the fact that most in our industry are only seeing the tip of iceberg. Big data is great but the latest advances in technology make it possible to take advantage of both "big data" as well as "better data".

Many dealers are starting to see the benefits of using their internal databases to drive continued business with the dealership. It's great to go out and get new customers but there's a goldmine of opportunity within your existing clientele. Many companies are pushing this through direct mail, email, and other forms of communication, but nearly everyone is missing the opportunities that are created by improving on the data itself.

We have big data. Now, we have to turn it into better data.

For example, there are huge opportunities in appending the data based upon changes in circumstance. Let's say a customer gets married. She's driving the same car and may or may not be living in the same address. Her phone number is probably the same but she now has a different last name. By appending the data based upon the likely scenario that she got married, we can better attend to her needs and send her the right messages to get her back into the dealership.

Another challenge with big data is that it over-categorizes people. Just because the technology is there to put people into categories doesn't mean that it should be done. Dealers should not have service customers and sales customers. They have customers. You should be trying to get those who bought a car from you to also have the car serviced at your dealership. You should be trying to get those who come in for service to also purchase their next vehicle from you. This can be done when you tear down the category walls and tune the messages appropriately to the individuals.

Big data is the past and present. In many ways, it's also still the future, but it can be improved upon in the automotive industry by letting go of some restrictions and focusing on improving the quality of the data itself. Dealers that do this are the ones that will be able to improve their loyalty as well as their bottom line.

 Unlock all of the community & features  Join Now