Digital Dealer - August 2019 - 10

D E A L E R OP S & M ANAGEM ENT: Da ta & Anal yt i cs

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

What You Don't
Know Can And
Will Hurt You
Time to Get in the
Knowing, Now
What percentage of
accurate data do you
believe that you're receiving
in your CRM system? When
I ask this question to
dealers, I often get a laugh
or a "probably 60%." When I
ask why, the typical type of
response is: "Well, as you
know, we have to depend on
people to input the correct
customer information, and

specifically with salespeople,
they forget, 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? "It
touches lots of areas;

service, sales, parts, etc."
One of my favorite quotes
comes from Ben Franklin:
"Half of Knowledge is
Knowing Where to Find
it!" - Benjamin Franklin
It all boils down to this:
How you gather and use
data determines your success or failure.
But with so 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
truckloads of data available
at your fingertips. The most
crucial thing to do right now is
to filter out useless data and
capitalize on valuable data, to
grow the business properly.
WHAT IS DATA
ANYWAY?

The experts define data
as; From the Latin datum,
meaning what is given (this
is important - because
the question is, is it given
correctly or incorrectly?).
What is known, upon which
conclusions can be drawn
(here is where we react or
not). Factual key 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, specifics, matters of
direct observation, known
facts, information base,
statistics, measurements,
numbers, results, findings,
circumstances, experiments,
knowledge and/or proof.
So, how do you make
money or save money by
using data? It boils down to
this key phrase constructed
from the abovementioned
definitions; "Factual key"
information upon which conclusions can be drawn.
Once it becomes factual,
both our leadership and
Continued on pg. 12

10

AUGUST 2019

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



http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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