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Data as a Product by Wayne Eckerson

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Wayne Eckerson explains how data about a product can be as valuable, if not more so, than the product itself.

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© Eckerson Group LLC Data as a Product Wayne W. Eckerson
© Eckerson Group LLC Data as a Product Product Who Buys the Product? • Demographics, Psychographics, Geographics • Buyer and Prospect Personas • Financing terms • Leasing • Sales Cycles HowDoTheyUsethe Product? • Driving patterns • Feature usage • Passengers • Distance • Speed • Weather • Accidents Who Services and Supports the Product? • Dealers • Auto Repair Shops • Auto Parts Dealers • Insurers • Warranties WhoSells/Distributesthe Product? • Dealers • Advertising • Marketing • Banks • Sales performance • Campaigns
© Eckerson Group LLC Value-Added Data Product BENCHMARK DATA Customers like you… • Drive 12,000 miles a year • Get 23 MPG on average • $650 in repairs a year • Keep car 6.5 years PERSONALIZEDDRIVING • Digital key locks • Temperature settings • Dashboard displays • Seat positioning • Radio tuning • Recognize cars EVENT-DRIVEN ALERTS • Change oil • New brake pads required • 25,000 mile tune-up • Front-end alignment needed • Blind spot detector • Traffic alerts PERSONALIZEDTREATMENT • Financing terms • Leasing terms • Service scheduling • Free rentals • Upgrades • Discounts

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Data as a Product by Wayne Eckerson

  • 1. © Eckerson Group LLC Data as a Product Wayne W. Eckerson
  • 2. © Eckerson Group LLC Data as a Product Product Who Buys the Product? • Demographics, Psychographics, Geographics • Buyer and Prospect Personas • Financing terms • Leasing • Sales Cycles HowDoTheyUsethe Product? • Driving patterns • Feature usage • Passengers • Distance • Speed • Weather • Accidents Who Services and Supports the Product? • Dealers • Auto Repair Shops • Auto Parts Dealers • Insurers • Warranties WhoSells/Distributesthe Product? • Dealers • Advertising • Marketing • Banks • Sales performance • Campaigns
  • 3. © Eckerson Group LLC Value-Added Data Product BENCHMARK DATA Customers like you… • Drive 12,000 miles a year • Get 23 MPG on average • $650 in repairs a year • Keep car 6.5 years PERSONALIZEDDRIVING • Digital key locks • Temperature settings • Dashboard displays • Seat positioning • Radio tuning • Recognize cars EVENT-DRIVEN ALERTS • Change oil • New brake pads required • 25,000 mile tune-up • Front-end alignment needed • Blind spot detector • Traffic alerts PERSONALIZEDTREATMENT • Financing terms • Leasing terms • Service scheduling • Free rentals • Upgrades • Discounts