Gaining Greater Insight into Advertising Impact

Cox Automotive is a leading provider of products and services for automotive dealers and car buyers. As Cox Automotive was formed, executives sought to implement an enterprise data strategy that would enable the company to ingest, enrich, blend, and expose rich automotive data from across its brands.

The goal: to deliver new customer and consumer experiences through greater insight.

By working with Cloudera to deploy a data discovery and analytics environment on subject-based enterprise data hubs, the company can better organise, manage, and analyse diverse data, spanning vehicles, customers, products, audiences, and users.

This work has helped Cox Automotive realize a 50 percent decrease in total cost of ownership for its data environment. However, according to executives, an even greater benefit is in the new products and services the company can offer.

For example, streaming applications will enable AutoTrader.com to deliver real-time updates, instead of hourly updates, regarding the impact of auto ads during the Super Bowl. Likewise, new inventory management insights, culled from data generated across its ecosystem, will help dealers better gauge supply and demand, so they can get the best price for their cars in the shortest amount of time

“Data is fundamental to our strategy,” said Scott Salter, vice president, Enterprise Data Services, Cox Automotive. “We’re bringing data from our brands together in a strategic way to introduce new products that wouldn’t be possible otherwise.”