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Using Dealership Data to Bring Customers and Cars Together


By Kathi Kruse, Founder CEO at Kruse Control Inc.


Kathi Kruse is an Automotive Social Media Marketing Expert, Blogger, Author, Speaker and Founder of Kruse Control Inc. Kathi is the author of “Automotive Social Business – How to Captivate Your Customers, Sell More Cars & Be Generally Remarkable on Social Media”.


Have you ever contemplated the journey each consumer takes that eventually lands them on your website? What were their specific moves in that odyssey which brought them to you? In year’s past,we didn’t have ways to track the information consumers received, the people they talked to and the key points that led them to your store. Thank goodness we’ve moved beyond that! Technology now not only allows us to track this information, it lets us engage our prospects during each stage of the buying process to solidify our sales success.


Just as each vehicle has a unique journey to your store, the same is true for your customers’ journey.Each prospect is looking for the “right car” that fits their needs; it’s an emotional journey and it can be overwhelming. They’re looking for answers and with the right strategies, you can be there to answer each question along their path.

Superior analytics, like those that Cobalt’s Business Intelligence provides, help dealers chart consumers’ buying journeys. Your Data Network documents patterns not just of the consumers’ journey but also the vehicles’ and you can use this data to make choices about your marketing and advertising. You weave a story that works for each buyer’s situation.Through analytics, you bring the customer and their new vehicle closer together.


Why fiddle with analytics when you could be putting your energy into selling more cars? Because in today’s market, fiddling with analytics can mean the difference between making your month or not. Dealers who fail to utilize their data successfully will lose out to those who do. We have the luxury today of defining our target audiences - those people most likely to buy from us. You need to clearly identify your target audiences as well as your strategies for reaching them. Analytics can help you do both.



Knowing what metrics matter when, where to find them, and how to use them is not always easy. It takes time and that’s something we all continually run short of. Establish a partnership with your trusted vendor to help capitalize and focus on those Key Performance Indicators. Using those metrics as a guide, you can execute a winning strategy that keeps customers informed and ready to buy. When you understand your customer through analytics, when you know them better than anyone else, you can attract them with engaging, relevant content that fosters traffic, leads and sales.


How? Check out Kathi’s follow-up article: 

5 Savvy Marketing Steps to Increase Sales, Visibility and Influence Online.

About the Author

Kathi Kruse, Founder CEO at Kruse Control Inc. Kathi Kruse is an Automotive Social Media Marketing Expert, Blogger, Speaker, Coach, Author and Founder of Kruse Control Inc. Born in the heart of Los Angeles to a family of “car people”, Kathi’s passion for the car business spans a 30-year career managing successful dealerships in Southern California. Kathi is the author of “Automotive Social Business – How to Captivate Your Customers, Sell More Cars & Be Generally Remarkable on Social Media”. Her Kruse Control Blog is the leading Automotive  Social Media blog in the US and Canada.

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