The document discusses the various aspects of a data product, including its buyers, usage patterns, and support services. It outlines demographics and personas of potential customers, along with details about driving habits and vehicle maintenance. Additionally, it emphasizes value-added features such as personalized driving settings and event-driven alerts for vehicle care.

1. © Eckerson Group LLC
Data as a Product
Wayne W. Eckerson

2. © Eckerson Group LLC
Data as a Product
Product
Who Buys the Product?
• Demographics, Psychographics, Geographics
• Buyer and Prospect Personas
• Financing terms
• Leasing
• Sales Cycles
HowDoTheyUsethe
Product?
• Driving patterns
• Feature usage
• Passengers
• Distance
• Speed
• Weather
• Accidents
Who Services and Supports the Product?
• Dealers
• Auto Repair Shops
• Auto Parts Dealers
• Insurers
• Warranties
WhoSells/Distributesthe
Product?
• Dealers
• Advertising
• Marketing
• Banks
• Sales performance
• Campaigns

3. © Eckerson Group LLC
Value-Added Data
Product
BENCHMARK DATA
Customers like you…
• Drive 12,000 miles a year
• Get 23 MPG on average
• $650 in repairs a year
• Keep car 6.5 years
PERSONALIZEDDRIVING
• Digital key locks
• Temperature settings
• Dashboard displays
• Seat positioning
• Radio tuning
• Recognize cars
EVENT-DRIVEN ALERTS
• Change oil
• New brake pads required
• 25,000 mile tune-up
• Front-end alignment needed
• Blind spot detector
• Traffic alerts
PERSONALIZEDTREATMENT
• Financing terms
• Leasing terms
• Service scheduling
• Free rentals
• Upgrades
• Discounts