Gubagoo Curator Overview

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hi this is Brian Pash and this is a

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video update to accompany the first in a

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series of articles on automotive CDP

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vendors let's do a little history lesson

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in the 80s dealers had their DMS it was

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their single source of truth but that

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platform never was designed for

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marketing or one communications or

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keeping customer household data up to

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date in the 90s the boom of the internet

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and internet leads required a new

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technology platform to handle one-one

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communications crm were a huge

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improvement to customer communication

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and exporting data for marketing

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campaigns

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in the 2000s dealers have accumulated 15

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plus different software applications

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each with their own silo of customer

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data often not communicating

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with each other

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today the DMS and CRM needs a new

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technology partner and that's the

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customer data platform by definition the

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customer data platform collects and

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unifies firstparty data from multiple

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sources into a single complete view of

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each customer the debate right now in

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automotive technology is are platforms

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which are being called CDPs really

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creating a real time unified customer

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record or are they just glorified

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marketing automation platforms

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identity resolution is not new to

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automotive but back in Vogue because now

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dealers can track the identity of

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consumers coming to their website try to

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match them up to the CDP to activate

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more communications to existing

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customers or prospects

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as CDPs are sold to dealers this idea of

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a unified customer profile made up of

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different elements each CDP is

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collecting pieces of the customer data

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more advanced ones are open so all

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pieces of the customer journey that

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could be connected are and it's

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typically being sold as hey you can

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create real-time marketing automation

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audiences you can send out onetoone

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personal communications and also trigger

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events into a call center for outreach

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over the phone this is what's sold

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but in reality there's still many

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challenges

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identity resolution in this example if

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all of the tools on the dealer's website

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are using the CDP's identity tag every

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time a customer comes and uses a tool

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they can identify existing customers or

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prospects send that signal into the CDP

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and then the CDP can send a lead or

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through an API update a customer record

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for outreach also in real time putting

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those customers in new marketing

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audiences this is working well today and

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Aharan Horowitz from full path coined

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the term data ups and that's exactly

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what it is an opportunity to generate

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more sales opportunities for dealers but

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as we dig in to the current state of

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CDPs there's still some big challenges

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let me explain

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uh I work with dealer groups where all

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of their online tools are connected to a

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unified identity resolution and CDP tag

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and as consumers use service schedulers

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or DR tools or trade tools those events

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are sent into the CDP to update the

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customer record now depending on what

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CDP platform the dealer has data hygiene

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should be part of that process getting

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all phone calls into the CDP so you know

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when was the last time you spoke with a

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customer getting demographics or credit

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or buyer propensity scores into the CDP

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having available inventory and OEM

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incentives and data all in the CDP will

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vary based on the technology platform

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but ideally the CDP should have all the

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customer transactional data and all

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consumer enhancement data to have a full

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picture of the customer what's working

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pretty well is the marketing aspects of

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a CDP real-time audiences allow dealers

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to pick agencies who can leverage

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real-time audiences on Facebook or

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Instagram Google Display

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um OTT or CTV that's working pretty well

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what's not working so well is

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birectional feedback into the CDP you

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see most CRM today have no integration

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with the customer data platform now

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there are a few but for the most part

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the CDP is in its own island the CRM is

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used to looking at DMS data or its own

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data for insights and that birectional

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API that's really what's needed to have

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full functionality of the first party

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data in the dealer's primary

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communication tool

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what else is not working so well well

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email platforms or texting platforms

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outside the CRM

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well they need to be able to not only

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accept audiences for activation but they

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need to send back opt out if someone

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opts out of a third party texting

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platform that needs to get into the CDP

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and then the big challenge is

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where do you keep the master opt in and

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out see today most texting and emailing

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are going through the CRM and CRM have

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optin and opt out functionality but when

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dealers say "I want to use a third-party

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mailing platform or a third-party

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texting program." Well there's some gaps

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and liability concerns if the CDP

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doesn't have a master optin and opt out

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that captures all communication channels

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and then business intelligence and AI

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tools again we have things called equity

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mining tools and uh AI tools having

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those tools access the CDP and not the

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DMS are still a challenge because a lot

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of these platforms were built to work

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off of dirty DMS data at a very basic

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form a CDP with data hygiene a marketing

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automation is taking signals from the

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DMS but the CRM and the CDP today for

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the most part are completely

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disconnected and then all the other

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tools that the dealers are using

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typically are still looking at or

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relying on the DMS or CRM because there

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haven't been a clear winner in the early

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game of the CDPs and tech companies

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don't want to waste development

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resources

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one of the products I'll be highlighting

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today in my LinkedIn newsletter is a

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product from the team at Gabagoo with

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four key principles in mind brad Title

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and the team at Gubagoo and the Greater

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Reynolds organization have put together

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something quite interesting

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the idea here is that what if you could

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connect all of the tools what if you

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could create a curated experience so

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that all of the tools can see that

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unified customer profile a CRM knows all

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marketing all communications and can

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even suggest

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next communication strategies the

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wording the offers based on the complete

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unified customer record when you see how

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curator is integrating the focus CRM

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with the full path CDP

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and bringing all that data together

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it's really a breakthrough approach

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instead of building a CDP they're

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building off a proven automotive CDP and

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providing the most valuable piece with

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the connection of all the tools it's

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true the CDP has extreme benefits for

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marketing and unification of customer

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data but if all of the tools that the

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dealers use can't leverage this data

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then we have some gaps and some

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opportunities

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for companies to reimag what a go

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forward strategy looks like and that's

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what curator has done the team at

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Gabbugu and Reynolds have taken a

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different approach

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don't build the CDP the value is in

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connecting all of the rich tools that

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Reynolds and Gabigu have corporately

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and leverage true business intelligence

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and business activation

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when data is al together i encourage you

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to scan a QR code or go to LinkedIn and

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read my article about curator which is

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the first in a series of articles on the

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current state of firstparty data

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management in automotive retail i

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welcome your feedback on the article

 

All

 

From Brian Pasch

 

Lead generation