Digital Dealer - March 2018 - 45

LARGE AUTO GROUPS, BY BRINGING BIG DATA IN-HOUSE, CONTROL
THEIR OWN DESTINY AND USE THEIR DATA TO GUIDE LARGE
AND IMPORTANT BUSINESS DECISIONS.
bolstering it, as needed,
with outside services or
vendors.
This first-party data
will provide you the
greatest insight into your
customers, and give you
the most relevant and
accurate data of your
target audience. Large
auto groups, by bringing Big Data in-house,
control their own destiny
and use their data to
guide large and important business decisions.
KEY RESOURCES:
YOUR DATA LAKE

For large auto groups,
a data lake can be
somewhat intimidating,
with its vast reservoir
of unstructured and
structured data. That's
where your data team
steps in and takes over.
Once your team defines
your company's key
performance indicators
(KPIs), you can identify
trends, as well as gaps
and anomalies, in performance. Simply put, a
full data lake gives you
insights into real-time
data.
You could uncover
questions like:
 Who is the core
customer that comes to
my store? What do they
care about?
 How effective are
my marketing efforts?
 Which marketing efforts should I stop, start

or continue?
 Can I anticipate who
will buy and when?
 Can I anticipate
what vehicles will be in
demand based on my
dealership demographic?
 What leading indicators will show that my
current customer will buy
from my competitor?
It's all there in the data

Through their combined efforts, your inhouse data team and outside services can collect,
aggregate, define and
refine key pieces from
your enterprise data lake,
pulling out timely data
points relevant for each
store. The result can
be a dynamic view into
what active shoppers are

THIS FIRST-PARTY DATA WILL
PROVIDE YOU THE GREATEST INSIGHT
INTO YOUR CUSTOMERS, AND GIVE YOU
THE MOST RELEVANT AND ACCURATE
DATA OF YOUR TARGET AUDIENCE.
you accumulate, if you
know how to leverage it.
KEY RELATIONSHIPS: YOUR ENTERPRISE DATA TEAM +
OTHER COMPANIES

By bringing their data
needs in-house, large
auto groups may choose
to skip middlemen and
work directly with other
key data service partners,
including Amazon Web
Services for cloud database storage and content
delivery; Apache Hadoop
for distributed processing of large data sets;
Tableau for data visualization, and Databricks
for cloud-based Big Data
processing. I mention
these four services but
there are many other options to pursue, as well.

looking for at any point
in time in your respective
markets, enabling you to
create a rooftop-based
and customer-centric plan
that's flexible enough to
hit a moving target.
A WORD OF
CAUTION: you might

encounter challenges
when different stores in
your group hesitate to
share consumer data for
competitive reasons.

KEY TAKEAWAY:
YOUR DATA HOOK

I've said it twice before
in this series and cannot
emphasize it enough:
find your data hook. It's
somewhere in your data
and it will separate you
from the pack.
What your Customers
Love x What Creates a

10x Competitive Advantage = Your Data Hook
So, what is your data
hook? By now, I hope
you know where to find
the answer to that question. A data hook is that
special piece of data
that when converted to
actionable information
gives you a ten-times
advantage over the
competition.
Put another way, this
is what savvy people
in your dealership
know from experience.
Thanks to Big Data, you
no longer have to guess
or rely on one person's
instincts to engage in
customer-centric marketing. Big Data can tell
you where and how to
hook more customers.
Please join me at Digital Dealer 24 in Orlando
April 10-12th, where I will
share more on how to
implement Big Data and
how it can impact marketing tactics in 2018. In
the meantime, feel free
to contact me with your
questions.
NATALIE BORN is the
vice president of product
at Client Command (www.
clientcommand.com) the
automotive marketing
leader in turning active
car shoppers into real
customers. She can be
reached at natalieb@
clientcommand.com

D I G I TA L D E A L E R . C O M

MARCH 2018

45
http://www.clientcommand.com http://www.clientcommand.com http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - March 2018
