CBT News’ Jim Fitzpatrick held an engaging conversation at the 2025 NADA Show in New Orleans with Brad Title, President and Founder of Gubagoo, and Alex Gauthier, Director of Marketing for Heuberger Motors. The discussion centered on the launch of Curator, a cutting-edge Customer Data Platform (CDP) technology that enhances how dealerships utilize first-party data. Title shared insights on the importance of connecting systems for actionable insights, while Gauthier discussed the practical impacts of this new technology on dealership operations and marketing strategies.
Key Takeaways
- The introduction of Curator at NADA received positive feedback from dealers, who recognize the importance of using CDPs to connect data systems, enhance marketing efforts, and improve user experiences. This shift toward better first-party data utilization is seen as essential for future-proofing dealership operations.
- Gauthier explained how Heuberger Motors piloted Curator, sharing that its ease of use has helped sales teams better understand the significance of first-party data. The tool has enabled more effective engagement with customer information, streamlining campaigns and delivering actionable insights across teams.
- Security and partnership were emphasized as critical for leveraging data effectively. Title highlighted the need for robust data protection and the importance of vendors providing consistent support to ensure tools like Curator meet dealers’ expectations and operational demands.
Catch all of CBT News’ coverage of the 2025 NADA Show here.
