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Mike Gorun's Blog Posts Tagged 'data' (17)

Don’t Let Digital Data Trump the Human Touch

Businesses large and small use data to learn and then make decisions about their customer’s behavior. However, be warned, as decisions based solely on data alone can sometimes not be the best… as was the case with a Denver Broncos season ticket holder.

In a …

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Added by Mike Gorun on July 18, 2017 at 6:51am — No Comments

Do You Really Know Why Your Dealership is Growing?

It’s a logical conclusion that customer retention and loyalty are important to the survival and growth of any dealership, yet many dealers focus on growth by intangible metrics, simply looking at numbers – 100 units last month vs. 125 this month, or $125,000 in service revenue last month vs. $175,000 this month – without knowing whether that growth was influenced by customer…

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Added by Mike Gorun on March 21, 2017 at 7:34am — No Comments

Maybe We’re Approaching This Whole Loyalty Thing Wrong?

Customer loyalty is something every business needs and desires. Some companies are spectacular at accomplishing it, while others struggle.

According to a study by DMA, perhaps we’re missing an important fact… not all loyal customers are the same.

DMA’s “Customer Engagement 2016” study, takes customer loyalty a little further. It narrowed the pool…

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Added by Mike Gorun on August 26, 2016 at 6:00am — No Comments

Your Biggest Revenue Opportunity Is Closer Than You Think

It’s a well-known fact that retaining customers is less expensive and can be more profitable than acquiring new ones. The reality is essentially, customer churn keeps your dealership stationary. Many dealers blast sales messages across every medium possible – traditional, mailers, and digital; hoping that someone,…

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Added by Mike Gorun on March 29, 2016 at 5:00am — 1 Comment

Google Just Made Targeted Ads More Effective

When done properly, Google Ads are an effective piece in any multi-channel marketing strategy.

The ability to target traffic to specific behavior and keyword searches is invaluable. Well, Google is now following in the footsteps of Facebook and Twitter and on September…

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Added by Mike Gorun on October 6, 2015 at 7:30am — 1 Comment

Amazon Loyalty Program Promises More Deals Than Black Friday

In a recent press release, Amazon announced that, in celebration of its 20th birthday, July 15 will be “Prime Day” – a day on which Amazon claims it will offer more deals to its loyal Prime members than Black Friday. Amazon promises, “new deals starting as often…

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Added by Mike Gorun on July 14, 2015 at 6:00am — No Comments

Do You Know What Your Churn Rate Is? You Should.

“When Coca-Cola changed their secret formula in 1983, loyalists were outraged. Coca-Cola received 1,500 calls per day and more than 400,000 angry calls and letters. A psychiatrist Coke hired to listen in on calls told executives that customers sounded as if they were discussing the death of a loved one.” […

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Added by Mike Gorun on June 17, 2015 at 5:00am — No Comments

What Is a Customer’s Location Data Worth?

Geo-targeting and geo-fencing technology has been around for many years.

Some social networks use it and provide businesses with ways to show customers offers and specials based on their current location. However, for the most part, these are application-specific. An individual would need to download…

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Added by Mike Gorun on August 26, 2014 at 3:00am — 2 Comments

Walmart Gets Into the Loyalty Program Arena

Recently, AdAge reported that Walmart is starting a loyalty program. Based on their price-match guarantee, Walmart is launching an app named “Savings Catcher,” which consumers can use to receive refunds for items purchased at Wal-Mart that have been found for a lower price…

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Added by Mike Gorun on July 15, 2014 at 6:00am — No Comments

Using Data to Drive Tangible Results

[This is part 6 in the “What’s the Big Deal With Data Anyways?” series. Click here to read part 5]

 

The whole goal of this series is to help dealers understand that there is no need to be afraid of your data. It…

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Added by Mike Gorun on July 9, 2014 at 5:02am — No Comments

Using Data to Improve Marketing and Strengthen Customer Loyalty

[This is part five in the "What's the Big Deal With Data Anyways?" series. Click here to read part four.]

Segmentation of DMS data can be defined as the process of dividing up your customer data into specific groups for the…

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Added by Mike Gorun on June 10, 2014 at 4:00am — No Comments

What’s the Big Deal about Data Anyways? – Part Four

Over the past few years numerous new marketing companies have emerged as a solution for dealers’ digital and print marketing needs. Some of these new entities specialize in SEO, some will write your social medial posts and some will manage your online dealer reputation. Yet the largest growth is seen in companies that go after “orphaned” service and sales customers. They try…

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Added by Mike Gorun on June 4, 2014 at 5:59am — No Comments

What’s the Big Deal with Data Anyways? – Part Three

As I mentioned in part two of this series, many DMS providers make it difficult for dealers to download their customer database. In some cases, it’s because there are control issues arising between dealers and their DMS (or…

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Added by Mike Gorun on May 20, 2014 at 5:11am — No Comments

What’s the Big Deal with Data Anyways? – Part Two

In part one of this series, I discussed the importance of dealerships using their data effectively in marketing and how, when done properly, it can increase vehicle and service sales while improving customer loyalty. Now I’d…

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Added by Mike Gorun on May 16, 2014 at 6:03am — No Comments

What’s the Big Deal with Data Anyways? – Part One

This blog is the first in a series I plan based around how to better use dealer data in marketing to customers.

There is a reason that ‘Big Data’ has been a hot topic in the automotive industry for the last few years. Many retailers in other industries are using it quite successfully to target…

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Added by Mike Gorun on May 6, 2014 at 5:30am — 4 Comments

What Is Anticipatory Customer Service?

A fascinating article in Forbes shared a concept that is increasingly winning over customers. In the article, the author described what he termed “anticipatory customer service” as “a customer experience that manages to serve even the…

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Added by Mike Gorun on April 22, 2014 at 6:06am — No Comments

Stop Thinking in Third Person

Dealerships today are continuously seeking new ways to acquire new customers. Endless services and platforms pop up almost daily that offer businesses new ways to reach out to the world and attract new customers – whether that’s through online media, social media platforms, mobile ads or database mining. The problem is that many businesses concentrate far too much on…

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Added by Mike Gorun on February 4, 2014 at 1:06pm — No Comments

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