BIG DATA...
The killer app for
motor dealers?
How BIG DATA is quietly transforming the
dynamics of the motor retail indust...
What is ‘Big Data’ all about?
BIG DATA describes data sets with sizes beyond the
ability of commonly used software tools t...
The BIG DATA explosion of has led to innovations in technology to
capture, hoard, assimilate, analyze and act on lots of d...
What it looks like
Private Cloud
Customers Manufacturers Dealer Workforce Partners
DMSWebsite eVHC Showroom Contact
Centre...
BIG DATA has transformed
the nature of competition
In its report of the same name, McKinsey&Co
suggest that big data is - ...
Blue Ocean Strategies
How accelerated
business
innovation
manifests
change
Customer Insights
Sales Engagement
Operating Be...
What BIG DATA
means to Motor
Dealers
Super-driven
Marketing
BIG DATA systems gather data from all disparate systems to build a joined-up
view of data. Dealers ...
Super-driven
Marketing
Service
Manager
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“BIG dat...
BIG DATA systems mine key data from existing systems using either database
or web service integration or ‘flat’ reports li...
Lead Generation
Service
Manager
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“Big data bring...
Operational
Analytics
BIG DATA cloud systems can be updated every minute, hour, day (you get
the picture). You can even up...
Operational
Analytics
Service
Manager
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“I use bi...
Blue Ocean
Strategy
BIG DATA systems gather market data from different places to build
‘opportunity profiles’ for new BLUE...
Blue Ocean
Strategy
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“Big data helps me
to under...
In Summary…
 Hoards, assimilates, analyzes and acts on data from lots of
places for lots of reasons WITHOUT big up-front ...
..and
that’s why
everyone
is talking
about it.
Thank You.
Article Sponsors:
Data Innovation Management software www.encanvas.com
Customer Science and Big Data Consultant...
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BIG DATA - The Killer App for Motor Dealers

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BIG DATA has to be the hottest topic in the boardrooms of blue chip companies - organizations with access to vast amounts of data that promises to have a massive impact on their businesses... But if you're not Amazon, Google, Walmart and Tesco what does it mean to your business? What about MOTOR DEALERS for example?

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BIG DATA - The Killer App for Motor Dealers

  1. 1. BIG DATA... The killer app for motor dealers? How BIG DATA is quietly transforming the dynamics of the motor retail industry Ian TomlinSponsored by:
  2. 2. What is ‘Big Data’ all about? BIG DATA describes data sets with sizes beyond the ability of commonly used software tools to manage or make sense of. It’s the result of a proliferation in digital media, social networking, sensor networks, auto-ID and databases used to gather customer likes and behaviors. People know that knowledge is power. So do businesses. So do governments. According to IBM, 90% of the data in the world today was created in the last 2 years alone (wow).
  3. 3. The BIG DATA explosion of has led to innovations in technology to capture, hoard, assimilate, analyze and act on lots of data from different places for the purpose of accelerating business innovation CAPTURE HOARD ASSIMILATE ANALYZE ACT For example: Sensor networks and telematics mean that vehicles can travel around road networks and drivers are automatically charged for their road usage. And: Today, online customers enter their own orders. At one time sales administrators would do this for them. Hadoop is a new kind of data hoarding repository; a rapidly scalable filing system capable of managing vast amounts of structured and unstructured data. Just getting data into a relational database is time consuming and technically challenging - Hadoop make hoarding data easier! Operational Analytics take over from where Business Intelligence (BI) left off. BI platforms organize data into structures that make it easier to source dashboards and reports people need. But they are expensive, difficult to change and normally harvest ‘known’ internal company structured data. The operational analytics world is more like exploring for oil: There’s no point spending money on infrastructure until you know you’ve struck oil! These new tools give people the ability to assimilate data and make sense of it – without buying BI platforms. Generally called middleware, new technology platforms enable people to connect to data painlessly and mash it up. Companies like Encanvas, Tibco and others make it possible for data to be harvested from practically any data source (including sensors and telematics) without having to do any of the clever coding stuff. These platforms extract, transform, normalize and generally organize data so you don’t have to do it manually on a spreadsheet ;-) Assimilation technologies are SO powerful these days, often you don’t need to hoard data at all – you can just use the data you need, when you need it, and leave it where it is. Once individuals realize they have an opportunity to improve their customer experience, sales approach, operational or financial systems this creates a demand for new software applications to turn BIG IDEAS into ways to accelerate business innovation. Systems like Encanvas remove 90% of the work needed to turn a big idea into better IT systems and processes. This places more resource focus on innovation and less cost and risk towards ‘putting good ideas into practice’.
  4. 4. What it looks like Private Cloud Customers Manufacturers Dealer Workforce Partners DMSWebsite eVHC Showroom Contact Centre Service Plans Marketing Agency Lead Mgmnt.
  5. 5. BIG DATA has transformed the nature of competition In its report of the same name, McKinsey&Co suggest that big data is - “The next frontier for innovation, competition, and productivity.” Business leaders today know their competitive advantage depends on how quickly (and how well) they act on insights. They need to support an end-to-end process of accelerated innovation and answer three key questions (see right): How do we trial quickly? How do we learn quickly? How do we adapt quickly? PeteThe Finishing Line
  6. 6. Blue Ocean Strategies How accelerated business innovation manifests change Customer Insights Sales Engagement Operating Behaviors According to research conducted by the University of Texas, Median ROIs from big data analytics are in the region of:  Customer Analytics 55%  Operational Analysis 277%  Financial Analysis 139% Companies capture and assimilate all of the data they can glean about their customers to understand them better… Realizing what customers like and how they prefer to be engaged, companies find better ways to sell their products and services… Knowing what customers care about and how best to serve them enables businesses to adapt their internal processes to work better… Business leaders enjoy a richer appreciation of markets, opportunities and threats that encourages entrepreneurial endeavor!
  7. 7. What BIG DATA means to Motor Dealers
  8. 8. Super-driven Marketing BIG DATA systems gather data from all disparate systems to build a joined-up view of data. Dealers use it to better understand their customers. They integrate deferred works, service reminders and ad-hoc DMS campaigns into an integrated campaign pipeline. Then they automate multi-channel marketing campaigns via SMS, web, email, letter-post and call centre. MOTOR DEALERS have suffered from separate online (web-site) and back-office (DMS) systems. Usually a dealers’ data environment is further complicated by separate showroom, eVHC, lead management and call centre systems CHALLENGEBIGDATAVALUE
  9. 9. Super-driven Marketing Service Manager Managing Director Marketing Manager Sales Manager Customer Service Manager “BIG data lets me coordinate campaigns and measure campaign ROI. We don’t over-market to some customers at the expense of others.” “Big data means my teams spend time on calls that matter. We only see outstanding calls and spend less time on organizing and closing calls.” “Big data means I get to see a single view of customer activity and interactions.” “Big data means I see all key pipelines of activity and can measure performance across the business in real-time – on mobile, laptop or tablet.” “Big data means I spend less time on marketing and sorting out data, more time managing our efficiency and improving processes.”
  10. 10. BIG DATA systems mine key data from existing systems using either database or web service integration or ‘flat’ reports like .CSVs. Then they cleanse and normalize data. Then they build relationships between the data resources to create the integrated views of data User Groups need. MOTOR DEALERS have many ‘reasons to engage their customers’ that are held in data on systems (such as vehicle birth-dates, expiries, renewals etc.). It’s not easy to get access to this data, manage data quality – or manage the flow of data to sales teams so they’re not overwhelmed. CHALLENGEBIGDATAVALUE Lead Generation
  11. 11. Lead Generation Service Manager Managing Director Marketing Manager Sales Manager Customer Service Manager “Big data brings us more reasons to speak to customers when they want us to – and it gives me the tools to optimize use of our data!” “Big data means I can boost the productivity of my team by concentrating on the best opportunities. It brings a single version of customer interaction data so we don’t end up calling people we’ve already spoken to.” “Big data means I can prioritize reasons to speak to customers and not miss out on good opportunities to engage customers.” “Big data means I can profile our customers and better understand how to better serve their needs.” “Big data means I can work with marketing colleagues to make optimal use of our capacity.”
  12. 12. Operational Analytics BIG DATA cloud systems can be updated every minute, hour, day (you get the picture). You can even update data by creating a watch folder and popping your reports into it. This makes it really easy to create DOC and other reports on the powerful operational analytics tools in the cloud. MOTOR DEALERS struggle to gain real-time operational analytics across their business to keep pace with activities happening in all disciplines and in all dealer locations. CHALLENGEBIGDATAVALUE
  13. 13. Operational Analytics Service Manager Managing Director Marketing Manager Sales Manager Customer Service Manager “I use big data analytics to pinpoint which marketing tools and campaigns work best for us.” “I use big data analytics to balance our resource pool and prioritize.” “I use big data analytics to view our customers on maps and focus my micro-campaigns on people that are near-by. I have so many good reasons to call customers I only need to call customers when they get a clear reward.” “I use big data analytics to gain a single page view of performance and to prioritize our process improvements.” “I use big data analytics to keep our ramps full and optimize our deferred works pipeline.”
  14. 14. Blue Ocean Strategy BIG DATA systems gather market data from different places to build ‘opportunity profiles’ for new BLUE OCEAN strategies. The data gathered can compared regional variances on buyer profile, engineer early stage marketing plans and build compelling business cases. MOTOR DEALERS are entrepreneurial. Some have diversified into parts distribution while others service motor speed boats! Like all entrepreneurs, owners and leaders need to gather facts about their local opportunities in order to surface new opportunities for businesses, products and services. CHALLENGEBIGDATAVALUE
  15. 15. Blue Ocean Strategy Managing Director Marketing Manager Sales Manager Customer Service Manager “Big data helps me to understand regional market opportunities to develop more targeted, personalized marketing plans for new products.” “Big data helps me to work with marketing colleagues to optimize marketing spend and choose the best medium for our communications.” “Big data helps me to develop sales strategies to get the best performance from my sales teams by concentrating on the most important opportunities.” “When I’m considering strategic decisions I have access to facts that reduce influence of opinions and emotions from the decision making process.”
  16. 16. In Summary…  Hoards, assimilates, analyzes and acts on data from lots of places for lots of reasons WITHOUT big up-front IT spend  Uncovers SLEEPY DATA to source more reasons to engage with customers when they’re ‘interested’  Presents landscape views of activity pipelines  Creates a unified campaign management capability across all functions and channels  Brings richer customer profiling that leads to improved customer experience, better marketing outcomes  Installs real-time operational analytics to drive process improvements across dealerships  Exposes BLUE OCEAN entrepreneurial opportunities to grow business through up-sell, cross-sell, new ventures
  17. 17. ..and that’s why everyone is talking about it.
  18. 18. Thank You. Article Sponsors: Data Innovation Management software www.encanvas.com Customer Science and Big Data Consultants www.ndmc,uk.com Ian Tomlin is a management consultant and author. He's written several books and hundreds of white papers and articles on the subject of customer science, organizational growth, technology and the evolution of the workplace. Books by Ian Tomlin: Agilization – The regeneration of competitiveness Cloud Coffee House – The birth of cloud social networking and death of the old world corporation SOS - Social Operation Systems – What happens when BIG DATA and SOCIAL NETWORKING transforms computing

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