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<!-- wp:reyrey-js/list-item {"content":"A siloed approach limits communication and action."} /-->
<!-- wp:reyrey-js/list-item {"content":"The real power of data comes from connecting, not just collecting."} /-->
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<div class="wp-block-reyrey-js-column"><!-- wp:reyrey-js/paragraph {"content":"In an age where every interaction, click, and transaction can be captured, cataloged, and examined, data is everything. We’re calling it the “Era of Big Data.” For dealerships, this influx of data should translate to sharper decisions and stronger relationships, but too often, it doesn’t."} /-->
<!-- wp:reyrey-js/paragraph {"content":"\u003cstrong\u003eThe Siloed Approach\u003c/strong\u003e"} /-->
<!-- wp:reyrey-js/paragraph {"content":"Despite the massive amounts of information they generate, dealerships have traditionally managed their data in isolation. For years, nuggets of data have sat independent in silos: sales leads tucked away in the CRM, service history hidden in the DMS, and some marketing engagement camping out in a third-party tool. The issue isn’t with collecting the data; it’s with the lack of connection between tools. When they all speak a different language, communication becomes ineffective, if not impossible."} /-->
<!-- wp:reyrey-js/paragraph {"content":"Data silos make it incredibly difficult to piece together a true, unified picture of your customers or your business. Imagine planning a family outing, but everybody tracks their schedule differently. You’re reliant on the calendar app on your phone, while your spouse uses a physical planner. Your daughter keeps appointments and activities in her school-issued agenda, while your son writes everything on a whiteboard. You can’t easily have a clear, complete picture of everyone’s schedule, even though all the necessary information is technically available. Likewise, the data within the tools at your dealership are often disconnected and walled off, making it difficult to turn insights into action."} /-->
<!-- wp:reyrey-js/paragraph {"content":"\u003cstrong\u003eThe Connected Approach\u003c/strong\u003e"} /-->
<!-- wp:reyrey-js/paragraph {"content":"Dealership operations were once driven by intuition and best guesses. When a service advisor picked up a phone or a salesperson ran through their lead sheet, you hoped they kept good notes. Today, the equation has changed. Modern dealerships can create experiences across the entire customer journey. Instead of choosing between different profit centers, you can now find intersections where one customer represents an opportunity for every department, all at once."} /-->
<!-- wp:reyrey-js/paragraph {"content":"This breakthrough comes from a \u003ca href=\u0022/solutions/spark-artificial-intelligence\u0022 target=\u0022_blank\u0022\u003eunified data layer\u003c/a\u003e — a piece of architecture that brings together every data point, cleans it, and makes it actionable for your team. The focus isn’t on quantity, it’s on quality. As we increase our reliance on AI for informed decision making — which customers to contact, which offers to present, and when to proactively engage — having unified, clean data is essential.\u003cbr\u003eWith a unified data layer in place, you’re able to bridge gaps that once separated your teams and systems. Suddenly, a service visit isn’t just an isolated event. It’s now an opportunity to pull in their salesperson and discuss a trade-in and a way to tailor follow-up marketing. What would’ve gone unnoticed in disconnected systems is now visible."} /-->
<!-- wp:reyrey-js/paragraph {"content":"Just as importantly, a unified data layer creates the foundation for AI to actually perform — predicting customer behavior, optimizing pricing, and personalizing marketing. It also standardizes and deduplicates information so everyone is working from the same source of truth. And when data lives in disparate systems, security and compliance risks multiply. By consolidating information, a unified layer not only enhances operational efficiency but also enforces consistent data governance, helping to protect both your customers and your business."} /-->
<!-- wp:reyrey-js/paragraph {"content":"\u003cstrong\u003eWhat You Can Do Today\u003c/strong\u003e"} /-->
<!-- wp:reyrey-js/paragraph {"content":"We’ve touched briefly on three areas where data aggregates: in the CRM, in the DMS, and in a marketing system. But data can be found virtually anywhere. To begin, identify the main input areas. Consider where your customers’ journeys begin — whether on your website’s chat tool, in the service drive, or somewhere else."} /-->
<!-- wp:reyrey-js/paragraph {"content":"Then ask yourself: What information is collected and where is it logged? Who has access to this data? Are there any systems sharing information? To go further, think about what you’re consistently re-keying or searching other systems for. In order to maximize the value of your data, it needs to be leveraged across systems. Understanding the connection and disconnection points you’re operating with today is the first step toward filling those gaps tomorrow."} /-->
<!-- wp:reyrey-js/paragraph {"content":"In the next phase of automotive retail, your most valuable asset won’t be your showroom or your CRM — it’ll be how well your data works together. The Era of Big Data isn’t about collecting more but about connecting it all. Those who champion it won’t simply have better technology; they’ll have smarter businesses — better equipped to serve customers, wherever they are."} /--></div>
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