Big Data Without Ac.on
Glenn Pasch, COO & Partner PCG Digital Marke6ng
What is it?
Big Data Big Data[1][2] is a collec-on of data sets so large and complex that it becomes difficult to process using on-‐hand database management tools or tradi-onal data processing applica-ons. The challenges include capture, cura-on, storage,[3] search, sharing, analysis,[4] and visualiza-on. The trend to larger data sets is due to the addi-onal informa-on derivable from analysis of a single large set of related data, as compared to separate smaller sets with the same total amount of data, allowing correla-ons to be found to "spot business trends, determine quality of research, prevent diseases, link legal cita-ons, combat crime, and determine real-‐-me roadway traffic condi-ons."
Big Data
“Big data is a popular term used to describe the exponen-al growth, availability and use of informa-on, both structured and unstructured. Much has been wriKen on the big data trend and how it can serve as the basis for innova-on, differen-a-on and growth”
Goals of Workshop
• Understanding How to Use Data to Drive Results
• Understanding how one report influences others
• How to Implement Change Based on Data
What Do You Look At In Your Dealership
Impact of One report
• Data says increase paid search • More Leads come in • More Phone calls come in • Sales should go up • Did we let BDC or Internet team know what we did
• Are we staffed correctly • Did we increase accountability
No Ac.on: Shred Away
Results = Process + Effort
Results = Process + Effort
Results = Process + Effort
Mythical Dealer Internet Department Cars Sold
• Sold 50 cars • Feel they could be doing beTer on amount of leads they get
• What Data are you looking at?
Mythical Dealer Current Results
• #of leads: 600 • # of engagements 400 (66%) • # of appointments 225 (56%) • # of shows 90 (40%) • # of sales: 50 (55%) • Overall Closing ra.o: 8.3%
60 x 4 Rule to Begin
• 600 leads • 600 x 60% = 360 engagements • 360 x 60% = 216 appointments • 216 x 60% = 129 Shows • 129 x 60% = 77 cars sold • 13% closing ra.o
What Do We Want? 600 leads Current 13%
Engagements 400 360 -‐40
Appointments 225 216 -‐9
Shows 90 129 +39 How?
Sold 50 77 +27
Closing % 8% 13% +5%
Things to Look at
• What is Current Process? – Is it Documented? – Is there a script in place? – Who listens to calls? – Who is causing results? One person or the group?
– Who is training them? – Is there accountability?
The 3 Pillars What-‐Why-‐How
• Clarity of outcome in terms of DATA
• What is different • Log BEHAVIOR changes.
• Specific as possible
• This is biggest thing to communicate
• Has to be big enough
• What if I don’t change has to have pain
• Timeframe has to be short “or else”
• Specific outline • Ask for help from the team
• Everything has to .e in together
Analyze and Follow up on DATA
What if Data is Good?
• Do you inspect with same intensity?
• Do you reinforce behavior that got there?
• Do you take process for granted?
• Do you just go to another pain point?
Summary
• Data is just the star.ng point • Need to understand how data impacts all processes and other departments
• Any change to process has to be implemented correctly
• You need to monitor your data to see the impact
• Adjust as needed
– Office: 732.450.8200 – Email: [email protected] – @sidebysidecoach – www.glennpasch.com
Thanks
