Dataium, a “data utility company,” is poised to revolutionize automotive CRM. Dataium’s cloud intelligence data and reporting tools can significantly enhance your lead generation and conversion numbers, in ways you always dreamed were possible.

Dataium gathers data about people, anonymously and individually, to help auto dealers better understand people’s behavior and interest level before and after they visit a dealership’s website.

Unworkable leads now become workable again.

Think of all the consumers who show interest in a certain vehicle and then walk away, not yet ready to buy. Now imagine being able to learn when each consumer is online looking at cars again sometime later, and what cars they are looking at, giving you the perfect timing and information needed to place that follow-up call.

This is just one small example of how Dataium can work for auto dealerships. As Dataium says on its website:

“With each click, search, and submission, consumers leave behind valuable and insightful data and statistics about their habits, interests, and future behaviors.”

This data is like a digital footprint, containing valuable information on online purchasing behavior and activity, consumer trends, buyer intent, and the effectiveness of promotions and web design.

In other words, you now have a new way to keep up with consumer interests and demands. With the result being:

• More of the right traffic to your website
• Fewer unworkable leads
• Better ability to predict a buyer’s intent
• Higher close rates

As consumers submit lead forms, their IP address is associated with a data record, including phone numbers, email addresses, etc., and cookies that help track online activity. Dataium connects thousands of websites including OEMs, dealers, social media platforms and automotive websites that collect user information to provide authorized businesses access to a rich stream of data that will transform the way market to car buyers.

Now the question is, how will YOUR DEALERSHIP use this information? How can auto dealers benefit from Dataium?

I look at social media as a noise filter. The Internet exudes a tremendous amount of noise. Your website must filter that noise and convert what it can to leads. Your CRM must then organize and market to those leads and your BDC process must cultivate what it can. But what about the noise your website filtered out that did not convert. Do you wait for it to come back?

This is where your blog and other social media sites come in to play. Look at them like a buffer between the WWW and your website. You and your employees can use your/their social media profiles to develop network contacts and business opportunities much more effectively in some ways than can your CRM system. A CRM requires either a web inquiry or manual entry and you could never input the quantity of personal information that a prospects social LinkedIn or Facebook profile would have. So isn’t it more efficient to reference a customer’s social media profile?

A blog, be it an employee blog or a company blog has a distinct role too. It’s like your public hub for general information and total public awareness. Use your blog as a buffer to gather noisy Internet traffic to your website or to your social media profiles. The website will do its thing and filter leads into your CRM. Then you can use your social media networks to cultivate those relationships into eventual business.

For business owners this is natural and even for most top-level managers and executives. But for those lower on the totem pole in their dealership or workplace who have little or no vested interest to do this, a new paradigm must arise giving incentive to these workers to use these tools in this way. I see sales in the auto industry evolving to a state comparable to the Real Estate industry where automotive sales professionals are building their own brand equity under the roof of a dealership rather than just trying to use social media to sell cars.