Building Momentum
After Curator was announced in November 2024 at the Modern Retailing Conference in Palm
Beach, Florida, there was an air of mystery and excitement surrounding the buildup to its release at NADA 2025. The promise to clean a dealership’s data, unify it across every solution, and make that data actionable is bold, but it’s one that Gubagoo, Reynolds and Reynolds, and Fullpath took seriously when they created Curator.
Fast forward six months to April 2025, and the Digital Marketing Strategies Conference in Scottsdale, Arizona almost feels like déjà vu. Gubagoo President Brad Title speaking on a panel with Brian Pasch, the host and founder of the
Pasch Group, was once again set to unveil something new on the big stage. One major difference – Brad was joined by current Curator customers ready to share their experience on how Gubagoo’s Unified Intelligence Engine had delivered on its promise.
Acting on Intelligence
First, Carlito Mojica, Retail Development Senior Manager at LaFontaine Auto Group, led a segment on how he uses Curator’s CDP application in his role. While it looks like a lot of data –and it is –he showed off how easy it is to see what needs attention before diving into the details within the various dashboards. There’s no guesswork, as Curator helps improve decision-making by flagging issues early on, whether it’s service performance, inventory movement, or other areas like retention rates.
Meanwhile, Carlito and Alex Gauthier, Director of Marketing at Heuberger Motors, both appreciated how easy it is to introduce Curator to their sales teams. The key? All of the unified data and insights have been injected into the consumer records that their salespeople already use. In real time, the AI tools generate summaries, talk tracks, and email templates based on each individual shopper. Every interaction between salesperson and consumer is enhanced–without requiring the salespeople to learn new systems.
Alex went even further, explaining how they’ve slowly opened up Curator’s full potential by handpicking a few salespeople to begin evolving their processes. Previously, it’d be the salesperson’s responsibility to nurture the leads as they receive them. Now, Curator equips salespeople with actionable data before the lead has even entered the CRM –completely changing
the way they sell cars.
To take full advantage of this actionable data, Alex introduced the concept of prospecting their active shoppers early, rather than waiting to nurture a lead that may not even materialize. This would be an impossible task due to information overload, if not for the AI assisting the salesperson with a curated analysis every step of the way. The salesperson provides their personal touch to build the relationship with their clients, while Curator is always by their side, almost like a coach calling out the plays.
Unlock the Truth Behind Your Customer's Journey
Finally, Brad brought the audience back to the big unveiling: Curator’s Attribution.
Car-shopping journeys are long and feature a multitude of touchpoints that impact a customer's buying decision, but our industry falls victim to only giving credit to the first click. Dealerships need a tool that goes even deeper, analyzing every click and interaction. Understanding exactly what drove your customer to the sale will help you evaluate the performance of your marketing vendors. Attribution empowers dealerships to make smarter, more informed decisions in their marketing, and will continue to fulfill Curator’s promise of delivering clean, unified, and actionable data.
If you’re ready to maximize the full potential of your data and equip your team with actionable insights, now’s the time.
Book a demo today and discover how connecting your data will reshape the future of your dealership.