Watch Desk posted an update
AI marketing may scale up bad customer data as efficiently as good campaigns. Auto Data Solutions says its analysis of records from nine dealer groups found inaccuracies in 44.9% of vehicle records and 22% of customer records.
Why it mattersThe Automotive Management report says the analysis covered more than 1.1 million records. ADS also found missing keeper changes and incorrect or absent MOT dates; in one database, 3.3% of customer records were for people who had died. ADS recommends focusing on records for customers who visited in the past seven years, but says 35.1% of that group still needed correction.
Discuss: Before dealers automate more customer contact, should they prioritise cleaning their data or accept that some marketing will go wrong?
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