Insights from Digital Dealer Conference & Expo 2024

The Digital Dealer Conference and Expo 2024 once again provided a valuable platform to explore trends shaping the future of the automotive industry. This year, it highlighted the critical role of Customer Data Platforms in dealership operations, with Orbee actively contributing to in-depth discussions on CDP implementation, data integration, and the importance of data hygiene as dealerships navigate the digital shift.

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One highlight was the workshop led by Orbee's CEO, Atul Patel, alongside Kevin Frye, Marketing Director of Jeff Wyler Automotive Family, titled "I Have a CDP… Now What?". This session revisited the initial goals set by Jeff Wyler’s group for implementing a CDP, while diving into the challenges and lessons learned. The workshop emphasized the importance of a strategic, long-term approach to CDP implementation and opened the door to valuable conversations around data management, integration, and the evolving role of CDPs in dealerships.

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A recurring theme in the discussions at Digital Dealer 2024 was the significant focus on data cleansing, which highlights its foundational role in effective customer data management. However, a crucial question arose: while much emphasis has been placed on ensuring data quality, how do we effectively integrate this data across various systems?

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Large Dealership Groups Are All-in on CDPs

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Our main takeaway of Digital Dealer 2024 was the workshop featuring Atul Patel and Kevin Frye, which explored the journey of implementing a CDP at Jeff Wyler Automotive Family. 

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The workshop emphasized the need for dealership stakeholders to understand not only the concept of a CDP but also the complexities involved in its implementation. Frye pointed out the necessity of gaining buy-in from internal stakeholders, which can be challenging if leadership expects massive ROI in the short team.. He stressed the importance of setting realistic expectations about the time it takes to build a robust data infrastructure, which can span an entire year before tangible outcomes are visible.

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Moreover, the session addressed the intricacies of data integration and cleansing. Frye highlighted challenges with reconciling disparate data sources, such as CRM and DMS systems, which often contain duplicates and outdated information. The discussion brought to light the critical need for organic data hygiene—systematically cleaning internal databases to eliminate inconsistencies and inaccuracies.

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Atul Patel reiterated that successful CDP implementation hinges on cross-departmental collaboration. Transparency and a willingness to work with various data partners are crucial for integrating external data sources to gain deeper insights. The aim is to unify disparate datasets into a single, clean database that enables dealers to execute effective marketing campaigns and enhance operations.

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In essence, the workshop underscored the necessity for dealerships to grasp both the "what" and the "how" of CDP implementation, focusing on data cleansing, integration, and the work needed across departments to maximize the potential of a CDP.

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The Role of Data Hygiene and Integrations

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A key takeaway from Digital Dealer was the industry’s growing recognition of data hygiene as a pillar of effective customer data management. Throughout the event, the importance of maintaining accurate, up-to-date data emerged as a recurring theme, with many participants emphasizing that clean data fuels informed decision-making across both marketing and operations. 

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The message was clear: poor data quality not only drains resources but also leads to ineffective outreach and limits growth. Dealerships that prioritize continuous data cleansing and enrichment 

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This focus on data hygiene reflects a broader industry trend and aligns with announcements from leading companies that are enhancing their platforms in response to the growing demand for cohesive data management systems that can dismantle data silos and facilitate smarter, more integrated decision-making, all with the ultimate goal of improving customer experiences throughout the automotive journey.

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Data Integrations: A Necessary Focus

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Although data hygiene took center stage at Digital Dealer, the topic of data integrations was notably missing. However, without robust integration, even the cleanest data is limited in reach and effectiveness. Data integration is essential for the seamless flow of information between systems, creating a comprehensive view of customer interactions and dealership operations. In the automotive industry, where customer journeys often span multiple platforms, an integrated data source is crucial. 

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Upon reflecting on our experience at this event, it became clear that Orbee is already in step with this movement, providing solutions that go beyond mere data management and addressing these emerging needs. For the past two years, we have been actively enhancing our solutions, positioning ourselves as pioneers in data integration and management. By intelligently merging data from various sources, Orbee has empowered dealerships with scalable solutions that break down barriers between systems.

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As the automotive industry moves toward more connected and intelligent data management, we remain committed to enhancing both operational efficiency and marketing impact, ensuring dealerships are equipped for this increasingly data-driven landscape.

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Identifying the Gaps in CDP Conversations

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This year’s experience not only reinforced our commitment to educating dealerships about CDPs but also illuminated a critical gap in the conversations—many discussions remained theoretical, often lacking the tangible, actionable knowledge needed for real-world implementation. While there were numerous discussions around the importance of CDPs, we saw an opportunity to expand on the "how" — specifically, how dealerships can consolidate first-party data and activate it effectively.

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This observation is not merely a critique but represents a significant opportunity for the automotive industry as a whole. The conference helped us understand that dealerships are seeking more than just high-level concepts; they crave practical guidance on how to navigate the complexities of data integration and leverage CDPs for sustained success. And we believe Orbee is in a position to fill that gap. 

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Our goal moving forward is to offer dealerships a clearer, more tangible roadmap for CDP implementation, starting with data cleansing, integration, and creating a culture of collaboration between dealerships and all of their vendors. 

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Take the next step in your journey toward data-driven success. Request a demo today to explore how Orbee’s CDP solutions can support your dealership by transforming data challenges into opportunities for growth in the automotive industry! 

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