Digital Dealer - March 2018 - 8

DD24

// Dealership
Management

FEATURED SPEAKER

By Chuck Barker
President & Founder,
Impact Marketing &
Consulting Group

How You Receive
and Utilize Data in
This Marketplace
Determines Your
Success.
Brain-Numbing
or Measurable
and Useful?
Recently, I asked
several dealers this
question and you can ask
yourself; "What percentage of data accuracy do
you feel you are receiving
in your CRM system?" All
too often when I ask this
question I get a laugh or a

"probably 60%." Why is
that Mr. Dealer? "Well, as
you know, we are
dependent upon "people"
to input the correct
customer information and
in the case of sales
people, they forget or lose
information or are just too
lazy to input the customer
data." How do you think
that affects your business? "We are most likely

losing deals and not
building good relationships because we don't
have the data to professionally follow up with
customers." Do you think
not having the correct
data information affects
other areas as well?
"Absolutely, it touches lots
of areas."
One of my favorite
quotes comes from Ben

Franklin:
"Half of knowledge is
knowing where to find
it!" - Benjamin Franklin
It all comes down to
this. How you obtain and
then use data will in fact
determine your success
or failure. I know what
many are thinking, so
much data that oftentimes
it makes it hard to think
straight. Too much data,
numbers, colors, percentages, variables, and
charts...conversations in
dealerships are starting to
sound more like a NASA
shuttle launch instead of a
dealership plan. So, does
this mean you need to be
a rocket scientist to turn
data into dollars? Thankfully, no. The good news
is that plain old common
sense is your best guide
through the truck loads of
data at your fingertips.

WHAT IS DATA
ANYWAY? The experts

define data as;
From the Latin datum,
meaning what is given
(this is important - is it
given correctly or incorrectly?). What is known,
and upon which conclusions can be drawn (here
is where we react or not).
Factual information in a
form that can be input to,
created by, processed by,
stored in, and outputted
by a computer (or, smart
device). Data can take
the form of characters
such as letters, numbers,
facts, figures, information,
evidence, reports, details,
Continued on pg. 10

8

MARCH 2018

D I G I TA L D E A L E R . C O M


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - March 2018

Digital Dealer - March 2018
Contents
What Are You Offended By Today, and What’s It Costing You?
How you Receive and Utilize Data in This Marketplace Determines Your Success
A Mystery Shop for a Major National OEM
It Takes Two: Who is Buying All of These Dealerships?
3 Fundamentals to Push Your New Vehicle Performance, Profitability
Mastering ‘Experiential’ Marketing!
Digital Dealer 24 Conference & Expo Speaker Highlights
Wes Lutz, Owner Extreme Chrysler- Dodge-Jeep-Ram
If You Are Losing Your Donkey – Check This
Big Data Busted 3: How Large Auto Groups Can Win With Better Data
From Self-Driving to Personal Robot: 5 Ways the Car of the Future Will Change Your Life
Facebook Betting Big on Auto: Tailored Solutions to Industry Challenges
Digital Dealer - March 2018 - CT1
Digital Dealer - March 2018 - CT2
Digital Dealer - March 2018 - Digital Dealer - March 2018
Digital Dealer - March 2018 - Cover2
Digital Dealer - March 2018 - Contents
Digital Dealer - March 2018 - 2
Digital Dealer - March 2018 - 3
Digital Dealer - March 2018 - 4
Digital Dealer - March 2018 - 5
Digital Dealer - March 2018 - What Are You Offended By Today, and What’s It Costing You?
Digital Dealer - March 2018 - 7
Digital Dealer - March 2018 - How you Receive and Utilize Data in This Marketplace Determines Your Success
Digital Dealer - March 2018 - 9
Digital Dealer - March 2018 - 10
Digital Dealer - March 2018 - 11
Digital Dealer - March 2018 - A Mystery Shop for a Major National OEM
Digital Dealer - March 2018 - 13
Digital Dealer - March 2018 - 14
Digital Dealer - March 2018 - 15
Digital Dealer - March 2018 - It Takes Two: Who is Buying All of These Dealerships?
Digital Dealer - March 2018 - 17
Digital Dealer - March 2018 - 18
Digital Dealer - March 2018 - 19
Digital Dealer - March 2018 - 20
Digital Dealer - March 2018 - 21
Digital Dealer - March 2018 - 3 Fundamentals to Push Your New Vehicle Performance, Profitability
Digital Dealer - March 2018 - 23
Digital Dealer - March 2018 - Mastering ‘Experiential’ Marketing!
Digital Dealer - March 2018 - 25
Digital Dealer - March 2018 - 26
Digital Dealer - March 2018 - 27
Digital Dealer - March 2018 - Digital Dealer 24 Conference & Expo Speaker Highlights
Digital Dealer - March 2018 - 29
Digital Dealer - March 2018 - 30
Digital Dealer - March 2018 - 31
Digital Dealer - March 2018 - 32
Digital Dealer - March 2018 - 33
Digital Dealer - March 2018 - Wes Lutz, Owner Extreme Chrysler- Dodge-Jeep-Ram
Digital Dealer - March 2018 - 35
Digital Dealer - March 2018 - 36
Digital Dealer - March 2018 - 37
Digital Dealer - March 2018 - 38
Digital Dealer - March 2018 - 39
Digital Dealer - March 2018 - If You Are Losing Your Donkey – Check This
Digital Dealer - March 2018 - 41
Digital Dealer - March 2018 - 42
Digital Dealer - March 2018 - 43
Digital Dealer - March 2018 - Big Data Busted 3: How Large Auto Groups Can Win With Better Data
Digital Dealer - March 2018 - 45
Digital Dealer - March 2018 - From Self-Driving to Personal Robot: 5 Ways the Car of the Future Will Change Your Life
Digital Dealer - March 2018 - 47
Digital Dealer - March 2018 - Facebook Betting Big on Auto: Tailored Solutions to Industry Challenges
Digital Dealer - March 2018 - Cover3
Digital Dealer - March 2018 - Cover4
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