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The First Public Dealer Data Guarantee

Over a year ago, in January 2012, CAR Research XRM made a public commitment to protecting both the dealer’s data and the dealer’s business interest around that data in their “Data Safety Guarantee” announcement:  Additionally, both I as an eCommerce Director and consultant (then) and Pat Kelly as COO of CAR Research had these things to say on video that February of 2012 at the NADA convention:


I proudly joined CAR Research a year ago, moving from consulting, for many reasons.  However, the first reason was and is that their commitment to these business principles around the dealer’s data match mine—and they are at the core of what they are (and what we are now).  As some of you know, I’ve personally said my piece on dealers data many times in the past, most often in the “data blogs” initiated by Jim Ziegler.  And anyone wanting to know what is really important about data and servicing the dealer, by the way, needs only look to the changes that TrueCar made in really listening to the dealer body’s voice and needs around data from those blogs.  I’m very proud of their change.

In summary, to me the dealer’s data is a hugely important business asset and as such it must be used by any vendor only in ways that enhance that dealer’s business—and only in ways that the dealer agrees to.  100%.

And that’s me.  And that’s CAR Research XRM, in both the call center and CRM product lines.

Thank you,

Keith Shetterly
Vice President of Research for CAR Research


Views: 215


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Comment by Keith Shetterly on May 21, 2013 at 3:51am

Ha!  Thomas you are something else LOL.  Thank you!  Years ago, it would've been white cowboy hats like the old westerns.

Comment by Thomas A. Kelly on May 21, 2013 at 1:24am

The good guys always wear white hats...

Comment by Thomas A. Kelly on May 21, 2013 at 1:17am

Could CAR-Research/Shetterly be the beginning of the end of the vendors “all you can eat buffet”?

Unlike a buffet, the dealer body has been paying the vendor to harvest our data. How messed up is that?

Like Keith has often said over the years “The big type giveth,(your bill) the small type taketh.(sucks the life out of your enterprise)

In the world of dealer vendors where its gurus maintain a conspiracy of silence, your word of truth sounds like cannon fire Keith….BOOM!

Comment by Keith Shetterly on May 20, 2013 at 8:06pm

Oh.  And CAR Research was never in the business of selling or reselling dealers' data or the access to it.  This public statement a year ago was to let folks know that.  :)

Comment by Keith Shetterly on May 20, 2013 at 8:05pm

Thanks Louie!!

Comment by Keith Shetterly on May 20, 2013 at 8:04pm

Thanks very much Tom!  I made that video while I was still at a dealership in January a year ago (consulting as their eCommerce Director), and I first came to work at CAR Research in May.  Not every company shares this belief about the dealer's data with me; these guys do.

Comment by Tom Gorham on May 20, 2013 at 6:54pm

Keith, thank you for the great video.  Your integrity, to me, is beyond reproach.  That is a GREAT asset to your new company.

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