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Google Analytics: Alan Ezzati of String Automotive Discusses Recent Changes That Impact Car Dealers

My friend Alan Ezzati discusses impact of changes with Google Analytics happening right now... String Automotive is one of those dealership suppliers that kind of snuck up on me over the years. For 7 years I have watched them innovate and fly under the radar in the car business. It is time for them to get on the dealer website supplier shopping lists for more dealerships. Watch this video and then check String Automotive out on

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Comment by Big Tom LaPointe on January 19, 2013 at 10:07pm

cool piece, though - i'd love to be a fly on a google wall

Comment by Big Tom LaPointe on January 19, 2013 at 10:06pm

google is the biggest thing to a 'big brother' to ever originate. to the extent that matt and chip are correct, I think eventually, some serious privacy advocacy will start trying to shoot them down. they already know:

  • Who I call
  • When I called them
  • If i'm linked to them on FB / MYSPCE / TWITTER / LINKEDIN
  • If I was photographed with them
  • Where and when I have been places with the gps and timestamps on my phone
  • most of the websites I visit
  • 1/2 of my email (yahoo has the other half)
  • and some people's car

I was with Cadillac when onstar launched, and the older crowd was paranoid of the government tracking them - I reminded that if the FBI had cause to track them, it would be done with or without onstar (and I had helped them do just that when presented with a warrant). If people only had a CLUE as to how much of their lives are being archived. . .

Comment by Matt Tucker on January 18, 2013 at 7:57am


The simple thing is, it's not all Google data, or better put, it won't all originate as Google data. All it takes is cross-sharing of data and then combining the data into a useable, instant reviewable platform. The other data gathering platforms need Google and now vice versa. The only thing needed by data companies to track from device to device or source to source is one piece of identifiable info tied to the unique ID of the given device (MAC ID, DUID, IMEi, ect...) . Cross-correlation of the these ID's to identifiable info makes multiple sources and multiple devices relativley easy. As the much maligned TrueCar puts its, data simply needs to be complied in way that it can be understood and used.

Comment by Chip Dorman on January 18, 2013 at 6:51am

I'm still not drinking the Kool-Aid.

Unless Google is going to be able to track somebody who goes to a website, and then opens another browser tab and types in an address directly, we've still got a huge hole. Not to mention the time frames involved. 30 days of tracking isn't going to cut it. And are they going to tell me it's the same person accessing my site from multiple sources and search techniques from multiple devices. Home and work?

Don't get me wrong, I think it's a huge step forward.

But until Google can plug all the holes, it will still be an indicator, not the whole truth...

Comment by LARRY BARDITCH on January 18, 2013 at 5:36am

I had the pleasure of speaking with Alan on his recent trip to Miami. He is one of the most intelligent people I've met in the auto industry. He shared insightful information on google and it's immediate and relevant effect on dealers. String Automotive and Alan Ezzati will be a major contributor to dealer's success in 2013 and beyond !

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