“First-party data is your horsepower.” Stressing the importance of data isn’t anything close to a new revelation, but it’s definitely a hot topic when you look at some of the biggest announcements and trends from the NADA Show 2025 a few weeks ago.
We’re seeing a renewed focus in the automotive industry when it comes to collecting and analyzing dealership data, powered by Customer Data Platform (CDP) enhancements.
Curator by Gubagoo also debuted at NADA, taking the capabilities of a CDP to the next level with more functionality designed to make dealership data actionable for sales engagement.
Gubagoo President Brad Title had a chance to sit down with CBT News during NADA week to discuss the importance of collecting, using, and protecting data. The more data you have, the more opportunities you can create, but the trick is actually creating those opportunities with actionable data. Security comes first - your valuable first-party data needs to be safe and secure. Dealers need to prioritize protecting their data and then connecting it so that it can be used throughout all of their systems to generate sales opportunities.
The interview also saw Alex Gauthier, Director of Marketing for Heuberger Motors, join in as one of Gubagoo’s pilot dealers for Curator. Alex weighed in on how to successfully leverage data from a dealership’s perspective, talking about how he normally gets stuck with cleaning up messy data during the sales process, but Curator is making life so much easier by creating good data habits among the sales staff.
Alex also highlighted how easy it was to introduce Curator to the dealership, because getting sales on board for any new technology or process is always a challenge. Like CBT News co-founder Jim Fitzpatrick remarks, “all of your salespeople are looking at the top person, and if they’re not doing it, why should they?” Alex credited Curator's automated features for making the buy-in with the sales staff easier; you can turn it on and let it run, easing you in and presenting actionable data while still offering the flexibility to dive into the tool on a deeper level to get even more out of it.