Consistent Revenue in an Inconsistent Market: The Power of Dealer Data

Dealers have been told to clean and enrich their data, to create a data lake or CDP to house the clean data, and then use the data in their sales and marketing campaigns. So, is the investment in data management worth the effort and cost? In this presentation, Jennifer Sanford will share how a commitment to data hygiene and enrichment enables more successful marketing. With structured data, dealers can more fully leverage their CRM, CDP, or marketing automation tools. We will review how two dealers did the work and reaped sales and inventory acquisition results. These dealers transformed their operations by activating data in new ways. By structuring their data, they unlocked automation and targeting that weren’t possible before. We will show how targeted Service to Sales and recall campaigns increased both customer loyalty and profitability. This keynote will provide you not only with good ideas but also actions that can be implemented today.

Key Takeaways:

• How dealers can optimize their customer data to improve sales performance
• How dealers can implement a simple service-to-sales process to gain new inventory
• How dealers can use recall data to get the right service customers into their dealership