MadMax Automotive Group proposes using big data and predictive analytics to address declining market share and improve the dealership experience. The solution includes developing targeted advertising campaigns using social media data, tracking customer interactions at dealerships to enhance the experience, and growing connected car services to capitalize on emerging autonomous vehicle trends. MadMax would build an analytics platform using open-source technologies like Apache Kafka, Hadoop, Spark and Cassandra deployed over 4-12 months in a phased approach to reduce costs, leverage existing IT infrastructure and gather requirements from management. The proposed solutions aim to lower advertising spend through predictive analytics, provide insights to dealers on best practices, and offer new data-driven car services to cut costs and boost security.

1. MadMax Automotive Group
Leonardo Winter
Sheetal Gangakhedkar
Xiang Li
March 28, 2017
Big Data Predictive Analytics
to Grow AMC Business

2. Case Study Problem Highlights
Declining
Market Share
even while
Advertisement
expenditure is
increasing
Below
Average
Dealership
Experience
Growing
Connected
Car Services
Demand

3. Key Trends
Once technological
and regulatory issues
have been resolved,
up to 15 percent of
new cars sold in 2030
could be fully
autonomous.

4. Proposed Solution:
Customer’s Dealership Experience
Target
• Classifieds
• Magazine ads
• Social Media
• TV ads
• Consumer Reports
• Referrals
Evaluate
• Test Drive
• Deals
• Inventory
• Features
• Service
• Customer service
Purchase
• Financing
• Trade-in
• Credit Report
• Competitive Pricing
Advocacy
• Education
• Service schedules
• In-car apps
• Remote services
• Telematics
• Loyalty Programs
Customer Interactions Data
Embracing data and predictive analytics
to enhance the customer experience
Dealer
App
Spatial analytics shared with the dealers who now can
view local demographics, regional differences, location
characteristics and better understand their customers.

5. Proposed Solution:
Targeted Advertising Campaigns
Video Marketing with
YouTube
Target Consumers on
Facebook
Use Twitter to Drive Sales
Market to Millennials on
Instagram
Offer Social-Specific
Contests and Promotions
Story Telling through
Social Media
Internet radio stations
Google AdWords
Targeted
Advertising
Campaigns
Big Data
Predictive Analytics

6. Proposed Solution:
Growing Connected Car Services Demand
Car’s
Comms
Gateway
(4G/LTE)
On-board
Diagnostics
Infotainment
In-car Apps
Safety Sensors
Car’s
Comms
Gateway
(4G/LTE)
Radar (100kb/s)
Sonar (100kb/s)
Cameras
(40mb/s)
LIDAR (70mb/s)
GPS (50kb/s)
Fully Autonomous/
Conditionally Autonomous
Connected Car
Connected Car
Alerts, Notices, Recalls
Warnings, Weather,
EM Dispatch Messages,
Recommendations,
Search Results, Offers,
Infotainment Services,
Nearby Services,
Driving Conditions,
Navigation,
Optimized Routes,
OTA Software Updates,
Preventive Maintenance
Predictive Diagnostics
SW Configuration Mgt.
In-Vehicle Security
Communication Services
Actions and Decisions
Big Data
Predictive,
Prescriptive and
Real-time Analytics
Platform

7. Proposed Solution Architecture
Big Data Predictive, Prescriptive and Real-time Analytics Platform Architecture for Automotive Industry
Targeted Advertising, Connected Car Services, Spatial Analytics, Customer Dealer Experience
Automotive
Services
Platform
Oracle OpenStack Platform (Linux)

8. Solution Design Mock-up
Data Sources Data Analytics and Visualization Benefits/Results

9. Recommended Technology Stack
● Apache Kafka – streaming platform
● Hadoop – HDFS/MapReduce
● Apache Cassandra – Columnar DB
● Apache Spark – stream processing
● Apigee Edge – API Services Platform
● IBM Watson Analytics Platform
● Oracle OpenStack Cloud Platform (IaaS)

10. Deployment strategy
Big Data
Analytics
Platform
(M1)
• Time: 8mo
• Resources: 4
• Cost: $550k
Tracking
Customer
Dealership
Experience
(M3)
• Time: 6mo
• Resources: 4
• Cost: $400k
Targeted
Social
Network
Advertising
(M2)
• Time: 4mo
• Resources: 3
• Cost: $200k
Growing
Connected
Car
Services
(M4)
• Time: 12mo
• Resources: 8
• Cost: $1.6m
M1(11/17)
M2(03/18)
M3(05/18)
M4(12/18)
Project Plan
• Leverage IT Investment
• In-house Resources
• Build analytics platform
on open-source
technologies
• Gather requirements
from CIO, CxO.
• Leverage relationships
with integration
partners (IBM, Oracle,
…)

11. Solution Benefits Summary
Proposed Big Data solutions leverage the investment already done by multi-
national AMC auto manufacturer in their IT infrastructure and a full
understanding by “Top Management” about the benefits of Big Data, Predictive,
Prescriptive and Real-time Data Analytics to grow their business.
● Reduce advertising and marketing spend, by tapping the power of big data,
predictive analytics applications can accurately identify persons most likely
to purchase a vehicle in the near future.
● Finding winning customer experiences at a dealership by using a “Dealer
App”, that records customer interactions and performing Prescriptive data
analytics for the dealer network.
● Connected Car Services offered using sensors and telematics within the
cars, saves a lot of money as well as make the cars more secure and
reliable, and garner higher price premium.
Reference: https://images.google.com