Data is a key tool for marketers, and it needs to become one for automotive companies as well. In the days of one-size-fits-all marketing, CMOs simply asked, “What’s the best way to boost sales?”. Raising awareness of the product was typically the answer, and the best tactic was a creative advertising campaign.

But brand awareness is not enough today; you need to also create a great customer experience. Marketers have realized this and are now using data to see what entices customers and what doesn’t. For automotive companies, this means embracing the data-driven approach marketers have long championed. Aftermarket brands need to provide not only the right product messaging, but also the right marketing tools to drive that message – measure the results – iterate and adjust.