Car dealers rely heavily on third-party data to identify and track consumers and drive revenue, but with increasing privacy concerns and the dissolution of support for third-party cookies, they will have to find another. way to market quickly. Driven Data, the automotive retail industry’s most innovative marketing technology provider, has been working behind the scenes for the past three years to solve this problem by creating an open-ended, hyper-customized marketing platform that seamlessly integrates data. source from multiple sources. . Now, with the closing of a Series B investment in Semilla de $ 4.5 million led by entrepreneur and private investor Rick gibbs and JHCapital, LLC, the startup is propelled for its next phase of growth.
“In 2017, I imagined that this day would come, where users were not going to agree to be tracked through a cookie trail all over the Internet, and advertisers were going to be behind the 8 ball, without having an innovative solution with which speak. multiple data sources and scale and adapt to changing environments, ”he says Jon Bern, founder and CEO of Driven Data. “Our team has been building a platform to solve this exact problem and go far beyond what current marketing software solutions can do.”
Driven Data illuminates the entire customer journey from Tier 1 to 3, providing automotive retailers with unprecedented access to source data in CRM, inventory, DMS, and other sources. Driven Data integrates data into its open platform and, through automation, produces immediate insights that are applied to hyper-personalized marketing strategies and campaigns. The result has never been seen before in increases in leads, conversions and sales, without relying on cookies.
“To say that the Driven Data platform is ‘impressive’ would be an understatement: it is visionary in the truest sense,” says Gibbs. “As Google, Apple and Facebook rewrite the rules on how advertisers handle privacy, segmentation and measurement, companies are excluded from accessing third party data, leaving them circling to decide how to integrate and leverage data originally. from multiple sources. Fortunately, Jon has already done the work for distributors to turn around and dramatically improve their marketing performance. “Gibbs, co-founder of Dealer.com, which was acquired by $ 1 billion, also serves as President of Driven Data.
Driven Data was founded in 2013 to help distributors understand and improve their in-store marketing and performance. Together, a team of automotive industry experts, data scientists and software engineers developed an innovative and flexible platform to address the emerging challenges of fragmentation and customer marketing gaps faced by automotive retailers. In the last two years, the company has multiplied its income by 4.
“We are delighted to have Rick’s guidance as our president and the confidence that he and JHCapital have in us as investors,” added Berna. “This injection of capital will allow us to support our competitive advantage, continue to scale our platform, and attract and retain incredible talent such as Liz kelley Y Zach Hendrix. “
Newly appointed to the position of Vice President of Sales and Media is Liz kelley, a recognized leader in sales, marketing and revenue performance strategies for the automotive industry, and an advertising expert using the power of television. Kelley most recently worked at Comcast’s Effectv and was president of Kelley and Kelley Marketing.
“With the removal of third-party cookies, dealers are looking for ways to continue to target automotive consumers in the market, while making record profits,” says Kelley. “The Driven Data platform is light years away from any marketing I’ve seen, aggregating customer data from auto dealerships to build targeted audiences and measure ROI. Additionally, the analytics dashboard is a tool for measuring marketing results and people process improvements that are easy for a distributor to track. As a long-term traditional and digital marketing junkie, the decision to lead the charge with distributors and use your own data to maximize results was a no-brainer. I am honored and privileged to join the team. “
Zach Hendrix has been appointed Director of Customer Service. Hendrix joined Driven Data in 2020 as Vice President of Strategy, where he led the company’s strategic efforts. Previously, Hendrix held leadership positions at numerous automotive technology providers and automotive retailers.
Says Hendrix: “I wanted to solve one of the most complex problems in the auto industry that affects dealer operations, marketing expenses, and ultimately the way consumers buy and sell cars today. Those issues start with understanding the truth in automotive data, how legacy automotive technologies should work together, and how the single source of truth can be implemented for marketing and dealer operations. “
Ryan moore, who joined the company as Chief Technology Officer in early 2018, said: “These additions to our team allow us to take the work we’ve been doing with source data and marketing attribution to the next level. Zach’s leadership in new partner engagement and Liz’s experience in sales and media have brought a new dynamic to our team, and we are excited to deliver our software and strategies to a wider audience with Rick’s guidance. “
Driven Data has grown their team from 12 to 50 in the last 18 months and is currently hiring for positions in sales, customer success, software development, and marketing. For details on open positions, visit drive-data.com/careers
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