Michael Perugi, Auto Industry Practice Leader, Strategist/Principal, Acxiom
Acxiom’s 50 years of experience in automotive and related industries have positioned us to understand the next evolution of the customer lifecycle journey and given us the ability to deliver complex services and personalized experiences. Auto dealers can monetize data and leverage that information across channels by developing enhanced, accurate views of consumers.
The process of developing that complete view of consumers and monetizing the value of that information must start with identity resolution – understanding who those individual consumers are and what motivates them. Companies must create connected views of consumers across offline and online environments while mapping their automotive shopping/purchasing journeys. Identity resolution at the raw data layer allows linking consumer touch points in all industry tiers and the ability to help share data and even collaborate in a legally secure safe-haven. These capabilities can also help create a corporate data monetized asset.
Employing strong data ethics and creating a privacy-compliant environment is critical when resolving and authenticating consumer identities and using that data through the auto shopping/purchasing journey. The evolving data regulation environment – with new laws including General Data Protection Regulation (GDPR) and the California Consumer Protection Act (CCPA) – require confirming a consumer’s identity at an entity level.
Acxiom’s automotive practice will provide an overview of solutions that automotive manufacturers and dealers, as well as related industries from financial institutions to suppliers, must employ during the process of identifying and authenticating consumers.