Big Data has been the big buzz word for companies. The problem is, no one told them what data to look at or more importantly what to do with the data. Learn what data to focus on and then how to create a process for your team to implement.

1. Big
Data
Without
Ac.on
Glenn
Pasch,
COO
&
Partner
PCG
Digital
Marke6ng

2. What
is
it?

3. Big
Data
Big
Data[1][2]
is
a
collec-on
of
data
sets
so
large
and
complex
that
it
becomes
difficult
to
process
using
on-­‐hand
database
management
tools
or
tradi-onal
data
processing
applica-ons.
The
challenges
include
capture,
cura-on,
storage,[3]
search,
sharing,
analysis,[4]
and
visualiza-on.
The
trend
to
larger
data
sets
is
due
to
the
addi-onal
informa-on
derivable
from
analysis
of
a
single
large
set
of
related
data,
as
compared
to
separate
smaller
sets
with
the
same
total
amount
of
data,
allowing
correla-ons
to
be
found
to
"spot
business
trends,
determine
quality
of
research,
prevent
diseases,
link
legal
cita-ons,
combat
crime,
and
determine
real-­‐-me
roadway
traffic
condi-ons."

4. Big
Data
“Big
data
is
a
popular
term
used
to
describe
the
exponen-al
growth,
availability
and
use
of
informa-on,
both
structured
and
unstructured.
Much
has
been
wriKen
on
the
big
data
trend
and
how
it
can
serve
as
the
basis
for
innova-on,
differen-a-on
and
growth”

6. Goals
of
Workshop
• Understanding
How
to
Use
Data
to
Drive
Results
• Understanding
how
one
report
influences
others
• How
to
Implement
Change
Based
on
Data

7. What
Do
You
Look
At
In
Your
Dealership

8. Impact
of
One
report
Data
says
increase
paid
search
More
Leads
come
in
More
Phone
calls
come
in
Sales
should
go
up
Did
we
let
BDC
or
Internet
team
know
what
we
did
• Are
we
staffed
correctly
• Did
we
increase
accountability
•
•
•
•
•

9. No
Ac.on:
Shred
Away

10. Results
=
Process
+
Effort

11. Results
=
Process
+
Effort

12. Results
=
Process
+
Effort

13. Mythical
Dealer
Internet
Department
Cars
Sold
• Sold
50
cars
• Feel
they
could
be
doing
beTer
on
amount
of
leads
they
get
• What
Data
are
you
looking
at?

14. Mythical
Dealer
Current
Results
•
•
•
•
•
•
#of
leads:
600
#
of
engagements
400
(66%)
#
of
appointments
225
(56%)
#
of
shows
90
(40%)
#
of
sales:
50
(55%)
Overall
Closing
ra.o:
8.3%

15. 60
x
4
Rule
to
Begin
•
•
•
•
•
•
600
leads
600
x
60%
=
360
engagements
360
x
60%
=
216
appointments
216
x
60%
=
129
Shows
129
x
60%
=
77
cars
sold
13%
closing
ra.o

16. What
Do
We
Want?
600
leads
Current
13%
Engagements
400
360
-­‐40
Appointments
225
216
-­‐9
Shows
90
129
+39
Sold
50
77
+27
Closing
%
8%
13%
+5%
How?

17. Things
to
Look
at
• What
is
Current
Process?
– Is
it
Documented?
– Is
there
a
script
in
place?
– Who
listens
to
calls?
– Who
is
causing
results?
One
person
or
the
group?
– Who
is
training
them?
– Is
there
accountability?

18. The
3
Pillars
What-­‐Why-­‐How

20.
• Clarity
of
outcome
in
terms
of
DATA
• What
is
different
• Log
BEHAVIOR
changes.
• Specific
as
possible

21. • This
is
biggest
thing
to
communicate
• Has
to
be
big
enough
• What
if
I
don’t
change
has
to
have
pain
• Timeframe
has
to
be
short
“or
else”

22. • Specific
outline
• Ask
for
help
from
the
team
• Everything
has
to
.e
in
together

23. Analyze
and
Follow
up
on
DATA

24. What
if
Data
is
Good?
• Do
you
inspect
with
same
intensity?
• Do
you
reinforce
behavior
that
got
there?
• Do
you
take
process
for
granted?
• Do
you
just
go
to
another
pain
point?

25. Summary
• Data
is
just
the
star.ng
point
• Need
to
understand
how
data
impacts
all
processes
and
other
departments
• Any
change
to
process
has
to
be
implemented
correctly
• You
need
to
monitor
your
data
to
see
the
impact
• Adjust
as
needed

27.
– Office:
732.450.8200
– Email:
glenn@pcgmailer.com
– @sidebysidecoach
– www.glennpasch.com

28. Thanks