It makes our reminder campaigns more accurate and means that we can save marketing money as a result. It makes a massive difference to the number of MOT bookings made
Paul Bussey, Marketing Director
Paul Bussey, Marketing Director for Busseys explains the importance of data quality;
“Our database had become out-of-date which was having a real impact on our marketing activity. For any franchised dealer, their database is their most critical and valuable asset. In order to send our customers tailored marketing campaigns to help generate service bookings and leads for new vehicles, an accurate database is essential.”
Smart Data, for the Autoline Drive Dealer Management System (DMS), provides two tools; one to identify any data issues within the customer database and the second tool to export this data to be cleansed.
The data analysis dashboard provides a suite of reports to identify any customer, company and vehicle records that have missing, incorrect, or incomplete data fields. The data cleansing tool allows you to export this data via a web portal to a data cleansing provider. Before reimporting the cleansed data into the database, you can accept or reject any changes.
Bussey describes their first data cleansing priority, “Exporting our lapsed customer records to have the MOT due date updated was the initial exercise. The danger of estimating MOT dates for lapsed customer records is that they tend to drift so sending reminders based on original dates is useless. This exercise is worth its weight in gold overnight. MOT reminders are then sent at the right time, to the right person, about the right vehicle.”
Paul Bussey explains, “It makes our reminder campaigns more accurate and means that we can save marketing money as a result. It makes a massive difference to the number of MOT bookings made. Marketing isn’t the only area of the business to benefit. Our customers receive a much better experience as it takes far less time for their contact details to be verified by our frontline sales and aftersales staff in the database.
In terms of management information, we plan to use the data dashboard at board meetings to review the health of the business, once the cleansed data is imported. Primarily I will use the ‘Source of business’ chart to evaluate the performance of marketing activity to see what is driving any new or additional business. Any new records created as a result of a particular marketing activity will be used to measure the success of our external marketing activities. That’s a really big headline for us.”
Busseys plan to also tackle any change of addresses and change of vehicle ownership which are also vital to marketing success. In summary, Busseys have found the new data quality solution a simple and effective tool to help manage and maintain their database and are very positive about the immediate returns it will deliver.