In this episode of Under the Hood, Brian Davis, VP of Sales and Solutions at Orbee, joins the show to discuss the evolving market for customer data platforms (CDPs) in the automotive industry. We cover the increasing importance of CDPs, how dealerships and dealer groups have different needs, and the necessity of having control and ownership of customer data. Dealerships are increasingly seeking CDPs to improve customer experience and their marketing efforts by sending the right message to the right person at the right time.
Orbee's approach to helping a dealership get started with using a CDP is generally to start slow and focus on data collection. They work with dealerships to gather as much data as possible from various sources, including CRM integrations, DMS, and website tagging. Orbee emphasizes the importance of consolidating customer data into one master record and understanding how to utilize that data effectively.
Orbee's CDP is flexible, offering marketing automation capabilities alongside core CDP functionalities. Depending on the dealership's needs, Orbee can provide just the CDP or a combination of CDP and marketing technology. To ensure success, Orbee works with dealerships to collect, categorize, and segment data in a way that makes sense for the automotive industry. This tailored approach allows dealerships to create highly targeted marketing campaigns, resulting in better customer experiences and increased sales.