Reduce Fragmentation, Connect Customer Data

Automotive dealerships are missing up to 85% of their website visitors due to customer data fragmentation, according to Launch Labs.

The marketing technology and data solutions provider released “The Hidden Cost of Fragmented Data” report, which details common blind spots many automotive organizations operate with despite heavy investment in digital marketing, customer data platforms and analytics tools.

The report also lays out a framework for fixing the problem by putting customer data into a unified system.

“Dealerships have more data available than ever before, but too much of it remains disconnected and underutilized,” said Launch Labs founder and CEO Garrett Roach. “The opportunity isn’t collecting more data—it’s creating a connected system that allows organizations to identify more buyers, engage them more effectively, and measure results with confidence.”

According to Launch Labs, modern identity resolution can help dealerships pinpoint up to four times more website visitors. It recommends combining known customer data with probabilistic matching techniques, which use behavioral and contextual signals to infer identity, to expand an identifiable audience.

The modern dealership data strategy it recommends boils down to this:

·      Accurate profiles

·      Personalized engagement

·      Strategic insights

·      Audience visibility

For more insights, visit Launch Labs.