On the last episode of Auto Marketing Now, host Brian Pasch, founder of PCG Companies and auto marketing expert, provided updates on the launch of Google Analytics 4 and the work of the Automotive Standards Council to prepare dealers for a new internet. In this edition, Pasch covers key differences between customer-data and marketing-automation hybrid platforms and what dealers should look for in their digital retailing partners.
Real-time identification
Previously, identity resolution was often managed through website cookies, which could track and store customer data. With the arrival of new technology and Google Analytics 4, however, data collection is now conducted through special software. While most hybrid platforms now use the more modern pixel or tag identification techniques, Pasch emphasizes that not all companies are capable of real-time analysis and resolution. This means features that customize the website experience to the customer, such as relevant pop-ups and search recommendations, during their first visit are useless. When picking between different CDP partners, dealers should ask whether they offer real-time capabilities and prioritize them over competitors with less functionality.
Level of identification
Another way hybrid platforms differ is the extent to which they de-anonymize website users. While some CDP platforms can identify users by name, phone number and address, even going so far as to share this with the dealer, this is not always reasonable for retailers nor is it 100% legal. First and foremost, Pasch encourages business owners to seek legal counsel prior to selecting a partner to ensure their data collection methods are in compliance with regulatory guidance. However, when it comes to choosing between competing but above-board, providers, dealers should choose the ones whose level of identification suits their needs. Not every organization will need to know what city a user resides in, but they may want to determine what storefront they are closest to. Pasch recommends sticking to whatever feels most comfortable.
Third-party connectivity
Hybrid platforms can also vary in their third-party connectivity. This function can be an important component of re-marketing strategies, as higher functionality allows dealers to attract users visiting other websites. Furthermore, advanced systems can target local consumers, allowing retailers to develop highly-customized ads to attract nearby shoppers. When interviewing potential data collection providers, business owners should ask the company how well they can identify and reach users on third-party websites.
To recap, CDP and MAP hybrid platforms can vary in the ways they can identify and provide user data. Dealers should prioritize those with real-time customization abilities, suitable and compliant data-sharing practices and high levels of third-party connectivity.
