Driven Data - Blog
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On 8/18, Google announced sweeping changes to the rules for ad targeting, affecting the way nearly every car dealership's advertising is placed in Google ad platform.  Zip Code level targeting will no longer work on 10/19.

I am so proud to announce that we are blazing the trail into the next phase of marketing intelligence and data analysis, through recent updates to our Driven Data platform.

One of the most challenging aspects of marketing is establishing a budget for each channel.  Spend too little and you concede territory to the competition, spend too much and you waste resources that won’t lead to incrementally increasing sales.  The path most dealers have taken to understand this is to select an initial budget and tune accordingly each month thereafter.

Introducing First Party Audiences for Auto Dealerships

It’s always cheaper to keep a customer you already have than to acquire a new one, but that hasn’t always been true in the automotive industry. While today’s dealerships invest heavily in digital marketing to move their inventory, existing customers represent a shockingly small share of monthly revenue. And it’s no mystery why. The tactics for engaging known customers have been costly and widely ineffective—until now.

Data analytics isn’t a recent innovation. What is different today is the amount of data at hand. Operational reports and market summaries in the eighties and nineties were valuable, but it wasn’t real-time. Ultimately, it was clunky and only a few data points were available. Today, we can gather and store significantly more information, opening new doors in marketing that were previously unavailable. But not every corner of commerce is using their data, their most valuable asset, to their advantage.