Shift Magazine - June 3, 2019 - 10

Turning dealers into

MIND READERS
Data can also provide market insights, inventory management
BY DAVID MULLER AND HANNAH LUTZ

D

ealers are rarely considered oracles, but with intelligent use of data, they'll be one step closer to reading
consumers' minds.
When a shopper browses an automotive website,
a dealer may get some useful information from a sales lead,
such as the person's name and address. But too often, that's
where it stops, said Devin Daly, CEO of SpinCar, which provides virtual walk-arounds for dealers' websites. "They don't
even tell you what vehicle [shoppers] were looking at," he said.

10

shift * june 2019

The insights can be quite precise. Smarter use of data
can show how online shoppers sorted search results pages,
Daly said. Systems can recognize which photos of a vehicle
were clicked on, or even that the shopper looked at an SUV
with 40,000 miles and sought certain attributes such as fourwheel drive.
"We think the bigger opportunity in the auto space is for folks
to start to really look at individual, granular consumer data," Daly
said. Thanks to the likes of Amazon and Netflix, consumers have



Shift Magazine - June 3, 2019

Table of Contents for the Digital Edition of Shift Magazine - June 3, 2019

Shift Magazine - Junio 03, 2019
Contents
From the Editor
Did you know?
Setting the bar
Trading up
Smart selling
A rough ride?
Caveat drivor
Q&A
Last mile
Shift Magazine - June 3, 2019 - Shift Magazine - Junio 03, 2019
Shift Magazine - June 3, 2019 - Cover2
Shift Magazine - June 3, 2019 - Contents
Shift Magazine - June 3, 2019 - From the Editor
Shift Magazine - June 3, 2019 - Did you know?
Shift Magazine - June 3, 2019 - Setting the bar
Shift Magazine - June 3, 2019 - Trading up
Shift Magazine - June 3, 2019 - 8
Shift Magazine - June 3, 2019 - 9
Shift Magazine - June 3, 2019 - Smart selling
Shift Magazine - June 3, 2019 - 11
Shift Magazine - June 3, 2019 - 12
Shift Magazine - June 3, 2019 - 13
Shift Magazine - June 3, 2019 - 14
Shift Magazine - June 3, 2019 - 15
Shift Magazine - June 3, 2019 - 16
Shift Magazine - June 3, 2019 - 17
Shift Magazine - June 3, 2019 - A rough ride?
Shift Magazine - June 3, 2019 - 19
Shift Magazine - June 3, 2019 - Caveat drivor
Shift Magazine - June 3, 2019 - Q&A
Shift Magazine - June 3, 2019 - Last mile
Shift Magazine - June 3, 2019 - Cover3
Shift Magazine - June 3, 2019 - Cover4
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