Automotive CDP: Video Overview for Dealers

Brian Pasch? ?Watched your video. Consolidating all dealer touch points, platforms and outside sources to create a competitive profile of a customer is very important and interesting. I’m playing devils advocate. I’m not a tech guy, a developer or anything close. I’m a car guy.? A concern that comes to mind is by doing this becomes a GLBA issue. Customer privacy and protection.? Is it not possible that by having this in a single repository that the customer data is more vulnerable to hackers? In turn the dealer is more vulnerable to hacking attacks due to the fact that if hackers know of CDP’s and lakes, they’ll make more concerted efforts to hack and steal data? Dealers potentially become targets of massive lawsuits? And massive fines? I’m convinced that no matter how much data security is implemented that the thieves will figure out a way to get in. Story after story of some of the largest financial, social, and banking institutions being hacked are rampant.? Institutions who have put massive amounts of money into data security.? Most dealers, other than maybe the consolidators, can’t match the amount of money these large institutions put into data security.? At least, by keeping some of these platforms separate and independent, the dealer may have a higher level of data security? I’m not a data security guy, or involved with any of the other tools or platforms dealers use. I’m just a car guy who currently has a dealer to dealer vehicle acquisition platform.? I did have a tool developed and a CRM built that we used to market dealers service and sales customers back in the late 90’s and early 2000’s. It wasn’t a Vinsolutions type tool or a CRM in the sense they are today. We extracted the data from the dealer DMS. And we did the work of marketing the dealers customers via multiple touch points including direct mail, email, automated phone calls and text (e note about text I was told over and over by everyone that text would never be a viable marketing tool ??) I’m only telling you this because I wanted you to know that I have a fundamental understanding of the business, market, issues that dealers face and are facing. I did work retail and was a GM in the mid 70’s to mid 80’s and understand dealer operations.? Its my understanding that dealers are going to be coming under more scrutiny from GLBA.? Just saying. Sorry for the dissertation?

Brian Pasch, very well done and informative ?? ??

Candice Lowe what we were discussing the other day and why the CRM alone can't solve the problem. Make sure to watch the video. Hope this helps!

This is exciting to see your focus on CDP's benefits, strengths, and weaknesses. Single source of data, data redundancy dealers own, consumer journey, intent data, targeted audience and so on, it almost seems limitless and breaks the silo barriers. Will it be the single source of truth for consumer marketing? Very interesting will defiantly be following Brian.

Excellent information in this post. Will be interesting to see how this plays out. I can tell with the huge interest in our identity verification API using the TransUnion data base that we are garnering a lot of interest from various CRM, DMS, data based marketing solutions etc. with meetings at NADA and beyond. Brian clearly maps out the challenges and opportunities that the industry will be facing.