Data challenge accepted: Three different DMS systems and several additional marketing tools. How to keep track of your customers and at the same time run marketing campaigns smoothly.
Why spend a lot on print ads for a new mega SUV in a crowded city area where parking is scarce? It's a common oversight. A multi-brand car dealership is struggling because their customer data is stuck in separate old-fashioned systems, making it hard to access and use effectively.
Being a car dealer is tough. The process of selling cars takes a long time and can be complicated. On top of that, the brands you work with force you to use specific computer systems to manage your dealership. These systems work, but they keep your information isolated and locked away. How do you keep track of your customers and run marketing campaigns smoothly across all these different systems?
This situation shows how you can lose control of your information in a real-life setting. It slows down your business growth and makes things harder, needing more manual work.
We believe in using the cloud and new tools to handle your data. However, we don't think it's necessary to create a whole new system if you have a specific problem. In this case, we wanted to tackle a specific issue.
Our main goal was to regularly access the raw data from three different DMS systems and securely upload them to our DATA FLOSS environment. Once the data was there, we organized it based on a set standard. This allowed us to have a dataset that we could compare easily.
Next, we set up automated processes. These processes would remove duplicate entries and correct simple errors like phone numbers and postal codes. After this standard transformation, all datasets were automatically converted into a format that marketing tools like mailchimp could use.
It was a simple process: Get the data, organize it, and it's ready to be used.
Setting this up and making it update by itself was fast and easy. Now, for the next marketing campaign, we can do the same easily and quickly.
But what about the first campaign? Well, in addition to sorting out the recipients, we also added more useful information from open sources. We included data about charging stations, available parking spots, traffic, and more.
By blending this extra information, we not only gave the client a cleaned-up list of contacts but also suggested which cars would suit specific areas based on postcodes. So, the next time you check your mailbox in a lovely neighborhood with lots of charging stations nearby, expect to see an advertisement for a spacious SUV with an electric engine.
Instead of creating a whole new system just for this specific purpose, it made much more sense for the client to use our specialized data challenge routine on our existing infrastructure. This not only saved a lot of time and effort but also improved the quality of the results.
A bonus was that our system would raise alarms if something didn't seem right. This additional information helped the client enhance their overall efforts to keep their data accurate and reliable.
The power of data, unleashed:
