Dealership Data: Be Empowered, Not Overwhelmed
Everyone in marketing (yes, we plead guilty ourselves) is talking “data” – why you need it, where to get it, how to protect it, who should manage it, and on and on and on.
We found this article that can answer all of those questions for you. But, let’s be honest – it’s really long. So as our good deed for the day, we’ll break down the main points for you.
Know what data you have and what you still need.
You have customer information, sales data, service records, and many other valuable data points already at your disposal in your DMS and/or CRM system. However, much of that information can be incorrect or outdated, so the most effective marketing will come from a continually cleansed and appended intelligent database.
There actually can be too much of a good thing.
More data is not necessarily better. You already have access to reports from the industry, your OEM, and your own market. The big questions are, how much of that data is actually relevant and do you know how to effectively apply it? Until you do, drowning in numbers that don’t paint a clear picture can be frustrating and counterproductive.
You don’t have to manage multiple data sources and tools all by yourself. You can choose to partner with someone who will do the hard analysis, testing, and management for you, and will share the detailed reporting and results so you can build an informed business strategy.
Content marketing is a communication channel and a data tool.
While the goal of most content marketing is to drive consumer engagement, studying that engagement can help drive the rest of your marketing strategy. Analyzing the content that resonates most with your audience helps you deliver the right message to the right customer at the right time.
Everyone who is pitching data-driven marketing is absolutely correct – it’s the way to go. But the newest shiny tool or data collection report is useless in the wrong hands. You wouldn’t hand the keys of your Ferrari over to your 15-year-old neighbor who can’t mow your lawn in straight lines. Don’t trust your data and marketing to anyone but an industry expert.