BIG DATA has to be the hottest topic in the boardrooms of blue chip companies - organizations with access to vast amounts of data that promises to have a massive impact on their businesses... But if you're not Amazon, Google, Walmart and Tesco what does it mean to your business? What about MOTOR DEALERS for example?

1. BIG DATA...
The killer app for
motor dealers?
How BIG DATA is quietly transforming the
dynamics of the motor retail industry
Ian TomlinSponsored by:

2. What is ‘Big Data’ all about?
BIG DATA describes data sets with sizes beyond the
ability of commonly used software tools to manage or
make sense of. It’s the result of a proliferation in digital
media, social networking, sensor networks, auto-ID and
databases used to gather customer likes and
behaviors.
People know that knowledge is power. So do
businesses. So do governments.
According to IBM, 90% of the data in the world today was created in the last 2 years alone (wow).

3. The BIG DATA explosion of has led to innovations in technology to
capture, hoard, assimilate, analyze and act on lots of data from different
places for the purpose of accelerating business innovation
CAPTURE
HOARD
ASSIMILATE
ANALYZE
ACT
For example: Sensor networks and telematics mean that vehicles can travel around road networks and drivers
are automatically charged for their road usage.
And: Today, online customers enter their own orders. At one time sales administrators would do this for them.
Hadoop is a new kind of data hoarding repository; a rapidly scalable filing system capable of managing vast
amounts of structured and unstructured data. Just getting data into a relational database is time consuming
and technically challenging - Hadoop make hoarding data easier!
Operational Analytics take over from where Business Intelligence (BI) left off. BI platforms organize data into structures that make it easier
to source dashboards and reports people need. But they are expensive, difficult to change and normally harvest ‘known’ internal company
structured data. The operational analytics world is more like exploring for oil: There’s no point spending money on infrastructure until you
know you’ve struck oil! These new tools give people the ability to assimilate data and make sense of it – without buying BI platforms.
Generally called middleware, new technology platforms enable people to connect to data painlessly and mash it up. Companies like
Encanvas, Tibco and others make it possible for data to be harvested from practically any data source (including sensors and telematics)
without having to do any of the clever coding stuff. These platforms extract, transform, normalize and generally organize data so you
don’t have to do it manually on a spreadsheet ;-) Assimilation technologies are SO powerful these days, often you don’t need to hoard
data at all – you can just use the data you need, when you need it, and leave it where it is.
Once individuals realize they have an opportunity to improve their customer experience, sales approach, operational or
financial systems this creates a demand for new software applications to turn BIG IDEAS into ways to accelerate business
innovation. Systems like Encanvas remove 90% of the work needed to turn a big idea into better IT systems and processes.
This places more resource focus on innovation and less cost and risk towards ‘putting good ideas into practice’.

4. What it looks like
Private Cloud
Customers Manufacturers Dealer Workforce Partners
DMSWebsite eVHC Showroom Contact
Centre
Service
Plans
Marketing
Agency
Lead
Mgmnt.

5. BIG DATA has transformed
the nature of competition
In its report of the same name, McKinsey&Co
suggest that big data is - “The next frontier for
innovation, competition, and productivity.”
Business leaders today know their competitive advantage
depends on how quickly (and how well) they act on insights.
They need to support an end-to-end process of accelerated
innovation and answer three key questions (see right):
How do we
trial quickly?
How do we
learn
quickly?
How do we
adapt
quickly?
PeteThe Finishing Line

6. Blue Ocean Strategies
How accelerated
business
innovation
manifests
change
Customer Insights
Sales Engagement
Operating Behaviors
According to research conducted by the University of Texas,
Median ROIs from big data analytics are in the region of:
 Customer Analytics 55%
 Operational Analysis 277%
 Financial Analysis 139%
Companies capture and assimilate all of the data they can
glean about their customers to understand them better…
Realizing what customers like and how they prefer to be engaged,
companies find better ways to sell their products and services…
Knowing what customers care about and how best to serve them enables
businesses to adapt their internal processes to work better…
Business leaders enjoy a richer appreciation of markets, opportunities
and threats that encourages entrepreneurial endeavor!

7. What BIG DATA
means to Motor
Dealers

8. Super-driven
Marketing
BIG DATA systems gather data from all disparate systems to build a joined-up
view of data. Dealers use it to better understand their customers. They
integrate deferred works, service reminders and ad-hoc DMS campaigns into
an integrated campaign pipeline. Then they automate multi-channel
marketing campaigns via SMS, web, email, letter-post and call centre.
MOTOR DEALERS have suffered from separate online (web-site) and back-office
(DMS) systems. Usually a dealers’ data environment is further complicated by
separate showroom, eVHC, lead management and call centre systems
CHALLENGEBIGDATAVALUE

9. Super-driven
Marketing
Service
Manager
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“BIG data lets me
coordinate
campaigns and
measure campaign
ROI. We don’t
over-market to
some customers at
the expense of
others.”
“Big data means my teams
spend time on calls that
matter. We only see
outstanding calls and spend
less time on organizing and
closing calls.”
“Big data means I
get to see a single
view of customer
activity and
interactions.”
“Big data means I see
all key pipelines of
activity and can
measure performance
across the business in
real-time – on mobile,
laptop or tablet.”
“Big data means I
spend less time
on marketing and
sorting out data,
more time
managing our
efficiency and
improving
processes.”

10. BIG DATA systems mine key data from existing systems using either database
or web service integration or ‘flat’ reports like .CSVs. Then they cleanse and
normalize data. Then they build relationships between the data resources to
create the integrated views of data User Groups need.
MOTOR DEALERS have many ‘reasons to engage their customers’ that are held
in data on systems (such as vehicle birth-dates, expiries, renewals etc.). It’s not
easy to get access to this data, manage data quality – or manage the flow of
data to sales teams so they’re not overwhelmed.
CHALLENGEBIGDATAVALUE
Lead Generation

11. Lead Generation
Service
Manager
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“Big data brings us
more reasons to
speak to
customers when
they want us to –
and it gives me the
tools to optimize
use of our data!”
“Big data means I can
boost the productivity of
my team by concentrating
on the best opportunities.
It brings a single version of
customer interaction data
so we don’t end up calling
people we’ve already
spoken to.”
“Big data means I
can prioritize
reasons to speak to
customers and not
miss out on good
opportunities to
engage customers.”
“Big data means I
can profile our
customers and
better understand
how to better serve
their needs.”
“Big data means I
can work with
marketing
colleagues to make
optimal use of our
capacity.”

12. Operational
Analytics
BIG DATA cloud systems can be updated every minute, hour, day (you get
the picture). You can even update data by creating a watch folder and
popping your reports into it. This makes it really easy to create DOC and
other reports on the powerful operational analytics tools in the cloud.
MOTOR DEALERS struggle to gain real-time operational analytics across their
business to keep pace with activities happening in all disciplines and in all
dealer locations.
CHALLENGEBIGDATAVALUE

13. Operational
Analytics
Service
Manager
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“I use big data
analytics to pinpoint
which marketing
tools and
campaigns work
best for us.”
“I use big data
analytics to
balance our
resource pool
and prioritize.”
“I use big data analytics to view our
customers on maps and focus my
micro-campaigns on people that are
near-by. I have so many good
reasons to call customers I only
need to call customers when they
get a clear reward.”
“I use big data
analytics to gain a
single page view
of performance
and to prioritize
our process
improvements.”
“I use big data
analytics to keep
our ramps full
and optimize our
deferred works
pipeline.”

14. Blue Ocean
Strategy
BIG DATA systems gather market data from different places to build
‘opportunity profiles’ for new BLUE OCEAN strategies. The data gathered can
compared regional variances on buyer profile, engineer early stage
marketing plans and build compelling business cases.
MOTOR DEALERS are entrepreneurial. Some have diversified into parts
distribution while others service motor speed boats! Like all entrepreneurs,
owners and leaders need to gather facts about their local opportunities in
order to surface new opportunities for businesses, products and services.
CHALLENGEBIGDATAVALUE

15. Blue Ocean
Strategy
Managing
Director
Marketing
Manager
Sales
Manager
Customer
Service
Manager
“Big data helps me
to understand
regional market
opportunities to
develop more
targeted,
personalized
marketing plans for
new products.”
“Big data helps me to
work with marketing
colleagues to optimize
marketing spend and
choose the best
medium for our
communications.”
“Big data helps me to
develop sales strategies to
get the best performance
from my sales teams by
concentrating on the most
important opportunities.”
“When I’m considering strategic
decisions I have access to facts
that reduce influence of
opinions and emotions from the
decision making process.”

16. In Summary…
 Hoards, assimilates, analyzes and acts on data from lots of
places for lots of reasons WITHOUT big up-front IT spend
 Uncovers SLEEPY DATA to source more reasons to engage
with customers when they’re ‘interested’
 Presents landscape views of activity pipelines
 Creates a unified campaign management capability across all
functions and channels
 Brings richer customer profiling that leads to improved
customer experience, better marketing outcomes
 Installs real-time operational analytics to drive process
improvements across dealerships
 Exposes BLUE OCEAN entrepreneurial opportunities to grow
business through up-sell, cross-sell, new ventures

17. ..and
that’s why
everyone
is talking
about it.

18. Thank You.
Article Sponsors:
Data Innovation Management software www.encanvas.com
Customer Science and Big Data Consultants www.ndmc,uk.com
Ian Tomlin is a management consultant and
author. He's written several books and
hundreds of white papers and articles on
the subject of customer science,
organizational growth, technology and the
evolution of the workplace.
Books by Ian Tomlin:
Agilization – The regeneration of
competitiveness
Cloud Coffee House – The birth of cloud
social networking and death of the old
world corporation
SOS - Social Operation Systems – What
happens when BIG DATA and SOCIAL
NETWORKING transforms computing