3. Consistent
As the buyer journey grows more complex, following your
customer across channels and accounting for every step is
nearly impossible without consistent data.
To maintain consistency, start by standardizing your data
entry process and ensuring your entire team is familiar and
effectively trained on the proper procedures. Task leadership
with regular compliance checks to "sweep" your active
database and ensure every customer's records are robust and
consistent. Finally, look for opportunities to further integrate
your tools and datasets to automate the flow of information
from platform-to-platform.
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4. Timely
Comprehensive, accurate and consistent data is only valuable if it's still relevant. Ensuring your customer
data is robust and up to date is critical to the success of your efforts.
Just like with data collection, establish standardized processes for regularly checking and updating
customer data. This includes simple steps like verifying a customer's contact information whenever they
contact your sales or service departments as well as establishing regularly occurring cleansing procedures
to continuously ensure your team is working from the best possible information.
Interested in learning how automotiveMastermind empowers dealers to maximize their sales and
marketing efforts with comprehensive data access? Contact us to learn more.
Automotive marketers
rank creating a
cohesive customer
journey across
channels and devices
as their #1 challenge
Salesforce, 6th Edition
State of Marketing, 2020
The median number of
customer data sources
used by automotive
marketers:
2019: 6, 2020: 7, 2021: 9
Salesforce, 6th Edition
State of Marketing, 2020
2. Complete
Faced with fierce, intelligent competiton from both local
and online-only retailers, dealers can no longer rely on solely
their first-party data, or the data collected in their dealership's
CRM, DMS and sales platform, and expect to stay ahead.
When used to enrich a dealer's first-party data, second and
third-party data empowers dealers to paint a clearer picture
of their audience by filling in critical gaps with external
details like financial records or household demographic info.
Looking past siloed datasets like standalone equity mining
tools in exchange for a more comprehensive approach enables
dealers to take a more informed approach,
including identifying and engaging customers earlier in their
buying journey.
High performing marketers are 5.1x more likely to be
"completely satisfied" with the timelines of their data.
Salesforce, 6th Edition State of Marketing, 2020
