The 2025 edition of the annual Reynolds and Reynolds Retail Summit was the biggest and best one yet.
Amplify brought automotive leaders to Dallas to learn, network, and explore innovative ways to enhance dealership operations and performance. Gubagoo was on site with Chris Martinez, showcasing how Curator is revolutionizing dealership data.
Martinez not only led an engaging workshop highlighting the platform’s capabilities but also sat down with the
Ted Ings’ Fixed Ops Roundtable to discuss how dealerships can transform fragmented customer information into actionable insights that drive results.
Valuing Your First-Party Data
It’s essential to understand the impact your first-party data can have on your outreach. The data that your dealership is obtaining directly from shoppers includes:
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Behavioral data: Website visits, chat interactions, app usage, ad engagement.
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Demographic data: Names, birth dates, addresses, and other profile information.
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Transactional data: Purchases, service history, and returns.
First-party data is most effective when used to:
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Retarget interested customers.
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Nurture shoppers during the sales process.
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Market more efficiently by finding new audiences.
The Challenge with Customer Data
Dealerships have all this data, but it’s often fragmented and inconsistent. A single shopper might have multiple records across all of the dealership’s different solutions, each containing different contact information or outdated vehicle history. Dealers often resort to manually exporting data from the DMS and CRM each month, aware that their lists are incomplete or stale.
This fragmentation leads to wasted follow-up efforts and even risks a poor brand impression when incorrect assumptions are made about the household, service history, and other recent interactions with the potential customer. The data is there, but is it usable? Martinez highlighted this challenge during the Roundtable:
“Dealers today cannot just wait around for customers to come into the dealership. Consumers are online researching before they visit, and dealerships need a way to understand and engage them in real time.”
Dealerships have all the first-party data they need, but without connecting it, they’re left reacting to incoming leads when they could be acting on it instead.
Building a Unified Customer Profile
Curator solves this problem by creating Unified Customer Profiles (UCPs) for every shopper. These profiles combine the shopper’s entire story into one single, actionable view.
With Curator’s UCPs, dealers can inject those actionable insights directly into the CRM their salespeople are already using, equipping them with:
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A full timeline of the customer’s web activity, interactions, and other key events.
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A view of open opportunities, past opportunities, and an accurate lifetime business value.
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All the tools needed to craft a personalized response for every customer with Curator’s Sales Enablement, featuring real-time summaries, talk-tracks, and templates.
“By tracking a customer who’s live on the website, Curator can identify what they’re actually looking at and generate personalized emails, texts, or phone scripts for the sales team,” Martinez explained.
“It gives salespeople the information they need at their fingertips and removes the guesswork from customer engagement.”
Real-Time Activation
Whether it’s your CRM, DMS, live chat, texting platforms, or service tools, every interaction feeds back into the UCP and Curator application. As a Unified Intelligence Engine, Curator doesn’t just store data—it activates your data across all dealership systems.
Daily updates from website activity, lead submissions, phone calls, service visits, and showroom appointments ensure your follow-up is always timely and personalized. As Martinez noted, this allows dealers to move beyond assumptions and deliver information to the right customers at exactly the right moment.
Why Dealers Need to Pay Attention
The combination of unified data, real-time insights powered by AI, and a personalized message to every customer makes Curator a game-changer for both sales and service teams. As Martinez summarized:
“Curator gives dealers the ability to connect with customers in a smarter, more relevant way, creating stronger and longer-lasting relationships.”
By enhancing your follow-up, automating client record updates, and providing actionable insights at every stage of the sales journey, Curator empowers dealerships to turn data into revenue.
Ready to see Curator in action? Schedule a demo today and discover how a Unified Intelligence Engine will revolutionize your data and transform your dealership.