Power-User Lab

Certified Training Lab

Customer Data Platforms: Planning and Implementation

With Brian Pasch
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Learning Lab Overview:

This mentoring program is designed for dealership managers and executives who would like to learn the best approach for planning and implementing a Customer Data Platform (CDP). There are 15+ CDPs specific to automotive and another 20+ CDPs for larger dealer groups. Get the right plan in place before deciding which vendor to choose by participating in the program.

What You’ll Learn

  • Grasp the three CDP frameworks and choose the right one for you.
  • Explore identity resolution in CDPs for better personalization and updates.
  • Learn to map out data inputs for your dealership’s CDP investment.
  • Identify key vendors and methods for efficient data integration.
  • Develop CDP use cases for improving Variable & Fixed Ops.
  • Use CDPs to enhance website engagement and customer loyalty.
  • Assess the accuracy of your DMS data and its impact on CDP efficiency.
  • Evaluate data hygiene partners for seamless CDP integration.
  • Create a cost-effective data hygiene framework to maintain CDP accuracy.
  • Utilize existing tools for effective in-house data hygiene practices.
  • Gain insights from dealer case studies on CDP implementation success.
  • Forge a robust customer data strategy informed by expert feedback.
  • Choose the best CDP partner aligning with your business and tech needs.

Details

Live Lab Date

June 4, 2024

Live Lab Time

2:00pm - 4:00pm

Event Day

Tuesday - Day 3

Live Lab Room

Room 401

Beginner Lesson - Virtual

March

Intermediate Lesson - Virtual

April

Expert Lesson - Virtual

May

$595

All Learning Labs are included
with purchase of a DMSC ticket

Total Duration

3.5 - 4.5+ hours

Skill Level

Beginner - Expert

Lesson Format

Hybrid Learning

Course Completion

Certified User

Virtual Lesson 01

What is a CDP and How Do They Work?

In this workshop I will review the fundamentals of first-party data management and how CDP assist dealers with keeping a consolidated view of every customer and prospect. This lesson should be viewed by all dealership leaders enrolled in the Lab regardless of your experience level, so we can ensure we are all using the same terminology and implementation mindset.

Takeaways From This Lesson:

  • Understand the three common frameworks for CDPs and how to pick the right one for your business
  • Learn about identity resolution technology and how it supports online updates and personalization using a CDP
  • Build the skills to create a diagram that displays all the data inputs for your dealership’s potential CDP investment 
  • Identify which vendors need to be approached for data integration conversations and the best methods for data exchange

Beginner

Releases in March

Virtual Lesson 02

Developing Use Cases to 10x CDP Investments

The work and costs to create a sustainable CDP platform must be justified to the dealership’s executive team. In this lesson we will review how to identity, document, and present use cases that will pay for the CDP investment 10x.

Takeaways From This Lesson:

  • Establish business use cases for a CDP to enhance variable operations
  • Establish business use cases for a CDP to enhance fixed operations
  • Establish business use cases to enhance and personalize your online website presence
  • Establish business use cases to enhance customer loyalty

Intermediate

Releases in April

Virtual Lesson 03

Data Integration and Hygiene Considerations

The quality of the data inside the CDP is critical to enable the proposed CDP use cases to be cost effective and deliver the business results that are needed. In this lesson we will address the common areas of data hygiene that are overlooked and how dealers can identify competent partners to enhance and maintain their data.

Takeaways From This Lesson:

  • How to evaluate the current accuracy of your DMS data
  • How to evaluate data hygiene partners and how they could integrate into your CDP 
  • Designing a sustainable data hygiene framework that keeps your CDP accurate and effective without breaking the bank
  • Data hygiene strategies that dealers can implement using their own technology and marketing tools

Expert

Releases in May

In-Person Lesson

Project Planning and Blueprints For Success

In this two-hour live session we will walk through a few dealer examples of CDP planning, data hygiene needs, and implementation frameworks so that dealers can see how to launch a successful CDP project that is open and scalable.

Takeaways From This Lesson:

  • Learn from existing dealer case studies on how their CDP projects were implemented and shared success stories
  • Develop a stronger blueprint for your customer data strategy based on feedback from experienced professionals
  • Prioritize business use cases based on the financial impact to the business
  • Selecting the best CDP partner for your business based on your use case needs and technology partners in place

Certification

Live Lab kicks-off on June 4, 2024

Virtual Lesson 01

What is a CDP and How Do They Work?

In this workshop I will review the fundamentals of first-party data management and how CDP assist dealers with keeping a consolidated view of every customer and prospect. This lesson should be viewed by all dealership leaders enrolled in the Lab regardless of your experience level, so we can ensure we are all using the same terminology and implementation mindset.

Takeaways From This Lesson:

  • Understand the three common frameworks for CDPs and how to pick the right one for your business
  • Learn about identity resolution technology and how it supports online updates and personalization using a CDP
  • Build the skills to create a diagram that displays all the data inputs for your dealership’s potential CDP investment 
  • Identify which vendors need to be approached for data integration conversations and the best methods for data exchange

Beginner

Releases in March

Virtual Lesson 02

Developing Use Cases to 10x CDP Investments

The work and costs to create a sustainable CDP platform must be justified to the dealership’s executive team. In this lesson we will review how to identity, document, and present use cases that will pay for the CDP investment 10x.

Takeaways From This Lesson:

  • Establish business use cases for a CDP to enhance variable operations
  • Establish business use cases for a CDP to enhance fixed operations
  • Establish business use cases to enhance and personalize your online website presence
  • Establish business use cases to enhance customer loyalty

Intermediate

Releases in April

Virtual Lesson 03

Data Integration and Hygiene Considerations

The quality of the data inside the CDP is critical to enable the proposed CDP use cases to be cost effective and deliver the business results that are needed. In this lesson we will address the common areas of data hygiene that are overlooked and how dealers can identify competent partners to enhance and maintain their data.

Takeaways From This Lesson:

  • How to evaluate the current accuracy of your DMS data
  • How to evaluate data hygiene partners and how they could integrate into your CDP 
  • Designing a sustainable data hygiene framework that keeps your CDP accurate and effective without breaking the bank
  • Data hygiene strategies that dealers can implement using their own technology and marketing tools

Expert

Releases in May

In-Person Lesson

Project Planning and Blueprints For Success

In this two-hour live session we will walk through a few dealer examples of CDP planning, data hygiene needs, and implementation frameworks so that dealers can see how to launch a successful CDP project that is open and scalable.

Takeaways From This Lesson:

  • Learn from existing dealer case studies on how their CDP projects were implemented and shared success stories
  • Develop a stronger blueprint for your customer data strategy based on feedback from experienced professionals
  • Prioritize business use cases based on the financial impact to the business
  • Selecting the best CDP partner for your business based on your use case needs and technology partners in place

Certification

Live Lab kicks-off on June 4, 2024

meet your instructor

Brian Pasch

Founder | Pasch Group

Founder of PCG Companies, Brian Pasch Enterprises (BPE), and Pasch Group, Brian Pasch is a thought leader, effective strategy driver, and industry change agent. In tune with the fast pace of the digital marketing environment, he successfully leads OEMs, dealers/dealer groups, and ad agencies by helping them harness data, eliminate waste, and incorporate efficient marketing tactics.

meet your instructors

technical guidance and a thriving community
combined into one educational experience

Three Virtual Introductory Lessons

Access mentor-guided virtual lessons at your convenience, strategically designed to elevate you from novice to expert in preparation for live training

Student Community Chat Group

Join a thriving WhatsApp community of other lab attendees ready to provide you with brainstorming sessions, advice, support, feedback, and more

Expert Instructor Support

Our lab instructors are there to help if your lab community can’t solve your problem. Chime into the WhatsApp support group and your mentor will dive in to find your solution

Two Hour Live Training at DMSC

Take your virtual lessons to the next level with a live two hour training session in Austin. Apply strategies with your instructor, troubleshoot errors, gain insights on streamlining, and more!

related resources from your instructor

CDP Vendor Questionnaire & Integration Checklist

Created By: Pasch Group

The Rise of CDPs in Automotive Retail

Created By: Pasch Group

Automotive CDP Vendor Directory

Created By: Pasch Group

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