Business intelligence changes the automotive industry

The rapid expansion of the automobile market has led to the rapid development of the automotive industry, the traditional sales and management mode industry has been difficult to fight in the fierce market competition, with the popularization of big data and mobile internet technology, traditional car marketing services are being challenged.

Victor, author of the era of big data · Meyer · Schoenberg has mentioned that past changes in the automotive industry can be summed up as larger engines, faster speeds and less fuel. Data-based change is a data-related improvement - improving production processes, business thinking, and automotive life.

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Indeed,for the automotive industry, marketing to more from the arts to science, the present era can not rely on"Ideas", the key is to rely on behind the implementation and rigorous science, and science behind, is based on data control and analysis, more importantly, through the data to generate profits.

Business Intelligence as a data nuggets has gradually begun to pay attention to the car companies and use up. The closest example is Ford, which is known for its financial control. Ford Motor uses the strength of data analysis, internal guidance companies improve corporate performance, through the massive processing data and detailed output data inside the car, explore the best process indicators, improve or help change their business model. Its hourly production of 25GB of data, the recent sales of tens of thousands of vehicles produced by the amount of data imaginable, which contains a huge opportunity.

Not long ago, Finebi Business Intelligence Product Manager Julie in guiding the automotive industry Data application, it is pointed out that business intelligence, in addition to the business system to contact enterprises to build the overall data communication bridge, its more important function is to guide the automobile enterprise marketing and customer relationship management.

1, grasp the market trends, response to marketing strategies

Automotive industry, the market has a greater competitiveness and volatility, which requires enterprises to the results of data analysis and business to reach a rapid response to guide the marketing business, and through the business end of the timely feedback, dynamic evaluation model accuracy and robustness. The Business intelligence platform can host diversified, multi-combination, multi-strategy marketing decisions. Enterprises can use the business Intelligence system to analyze the market competitive intelligence data, such as the National Auto Wholesale data, retail data, new car deal prices, used cars sold prices, car equipment data, consumer behavior data, dealer network data, so as to grasp the market trend of the season, timely adjustment of price and marketing strategy, the development of new products.

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2. Efficient Customer Relationship Management

after-sales profits of automobiles have become the trend of the industry, which also puts forward higher requirements for the customer relationship management of dealers. Unlike traditional customer relationship management, customer relationship management in the automotive industry must reserve a place for dealers. Dealers often because of agents of multiple brands, using a different set of DMS system, only through the business intelligence system to build a data warehouse to complete data integration, can be based on this basis to carry out customer relationship management analysis.

In the same way as traditional customer relationship management, customer relationship management in the automotive industry also requires detailed analysis of the customer lifecycle, typically in terms of customer lifecycle, from potential customers to retaining customers, value added customers, to swing customers, churn customers and redemption customers, customer segmentation models, potential customer transformation models, Marketing activity feedback Model, Customer value subdivision model, cross-selling model, vertical sales model, customer loyalty model, conditional Market forecast model and product quality defect model are all necessary basic models for the marketing decision of automobile enterprises.

Customer loyalty is also the focus of manufacturers, the corresponding customer loyalty model is also entering the commercial application period. At present, the customer loyalty management model of automobile industry is to use the Customer Value subdivision model and customer churn early warning model to construct a new customer loyalty model. Based on different customer value groups and customer churn tendency groups, to specify the targeted retention and redemption marketing strategy, and then with a certain loss direction and the cause of the investigation, the model marketing effect will be better.

Business intelligence changes the automotive industry