Success Story
RECORD GROWTH HOW BIG DATA IS HELPING DEALERS DRIVE SALES GROWTH UP TO 23X HIGHER THAN THEIR OEMS
The effective use of “Big Data” is proving to be a significant competitive advantage for a new generation of automotive retailers, helping many outpace national growth rates by as much as 23X. As consumers continue to demand increasing levels of transparency across a growing number of media channels, marketing is becoming increasingly more complex. According to Google, the average consumer looks at over 20 media sources during the shopping process. These consumers will spend over 11 hours doing research across a wide range of devices, and approximately 60% of this time will be spent cross shopping different makes, models and dealerships. Further complicating matters further is the fact that the majority of media is now consumed on the customer’s terms. Unlike days past, Americans no longer sit through commercials so they can watch Seinfeld on Thursday nights. Today, consumers watch what they want to watch when they want to watch it, and they do so from a wide range of both wired and mobile devices.
In this environment, traditional mass market offers and one-size-fits-all techniques are proving to be less and less effective against the personalized offers and one-to-one marketing techniques being powered by today’s data-driven marketers. In spite of overwhelming evidence, many dealerships are still struggling to let go of the past. As a result, the performance gap between those setting the benchmarks and those setting sales records is continuing to grow. We took an in-depth look at the data-driven marketing strategies being used by some of America’s top performing dealerships to get their perspective on how they are out performing the nation by such significant margins. Here’s what they had to say
ACCURACY
Big Data is empowering marketers to focus marketing budgets with amazing precision. As
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