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Marc McGurren

Marc McGurren Partner

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Experience + Data = $$$$$

 

I never claim to be the sharpest tool in the shed, but I do claim I do my homework on said tools inside said shed.  I am sometimes amazed at how inefficient our industry can be at times.  We have SO much data at our fingertips yet we still operate so much on our gut and the way we feel with absolute disregaData rd and/or sheer ignorance with the data that is available to us.

I am a firm believe in “you can’t fix what you do not know.”  Unfortunately there doesn’t seem to be too many others that embrace this philosophy.  I will admit that I do not have 20 or 30+ years of experience but I do have hard empirical data that can help me make wise and prudent decisions. 

Please don’t hear me say to *not take advantage of, respect, or believe in experience.  There is absolutely nothing that time and teachable experience can compete with.  AHHHH SNAP – I believe hard data comes in to close 2nd!!!!

I believe that teachable experience coupled with sound data is a hard calculation to not believe in or have faith in the decisions that are made based on the aforementioned formula. 

Why does it take us as an industry to work smarter and not harder?  My opinion – the past 40, 50, 60 years.  We have never had this type of data at our fingertips through our CRM’s, DMS’s, ILM’s, appraisal and stocking tools, and just about any other acronym we can come up with.  Our past experience has allowed us to be wildly successful without this information “so why should be we start now.”

I was fortunate enough to get a walk through Dataium’s tool last week with Jason Ezell and my question to him was as follows, “All of this is great but the majority of dealer’s can’t, won’t, or have ZERO desire for this information.”  Jason’s response was pretty startling, as he understands that this is the reality we operate in.  He is embracing the current inefficiencies of our industry all the while helping the minority of dealers in the country work smarter and more efficient. 

Dataium is catering the to minority of the dealers that want to embrace data driven decisions.   Of course they would like to be in every dealer’s arsenal of tools but even he understands many of us aren’t a fan of all of this information.

This isn’t a pitch for Dataium but it is a call to action for those in this industry to work smarter and not harder.  No longer is our “gut feel” enough.  There are so many messages bombarding our customers that the best answer is no longer spending a bunch of money casting a large net. 

We now have data to pin point our audience and message we want to send; zero in on appraising, pricing, and stocking our vehicles; find out where our customer’s are at in their purchase and service cycle, amongst a BAZILLION other things.

Am I the only that feels this way?  How can we move our industry forward?  How can we be more efficient?  What can we influence TODAY to better our dealerships TOMORROW?

 

 

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