#RefreshFriday Attribution has been achieved by Driven Data

[Alex Snyder]

This Friday, @jon.berna and Zach Hendrix are going to dive into the big Driven Data announcement on launching a true attribution model. I just got back from their Indianapolis headquarters and saw the inner pieces of it all. What Jon’s team has done for sales and service predictions and targeting is incredible. The fact that they have done it for over 100 integrated systems is mind-blowing! The data connections they’re making are unparalleled in the car business because they combine the dealer’s CRM, DMS, inventory, and website data. And the cherry on top, that makes it all work, is the simple fact that Berna himself was a car dealer and knows which points are worth connecting.

Their story is so deep it will be hard to nail it tomorrow. I’m hoping we can at least give it a small amount of justice

 

[jon.berna]

This is a long time in the making, we are really proud to tell this story. Here is a clip from Refresh Friday in July of 2018, our team was about 7-8 months into the development process back then. You read that right - it took 2 years of dedication and focus to do this.

 

[Alexander Lau]

@Jon Berna and @Zhendrix are starting to make me believe in Automotive Attribution again. Agreed, their integration protocol (most importantly) is second-to-none and I worked for "rival" (if you can call them that) attribution companies. They pale in comparison, truth be told. Let's face it, a lot of dealers need their hands held, they are unable to interpret data well enough to make business decisions. Their system helps dealers make those decisions without having to decipher data on its own. Burgeoning prescriptive analytics. they'll show you what works and why.

 

[Alexander Lau]

Why Technology And Data Assets Should Not Be Owned By Your Agency | AdExchanger

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. Advertising agencies are often...

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"There are good reasons to not have your agency own technology and data assets. To avoid conflicts of interest and minimize disrupting the decision-intelligence onion, clients should seek independent technologies that can be used across agencies and easily integrated with many market platforms. Having flexible and agnostic data platforms is critical for data agility and implementing new data sources quickly."