Data Segmentation and Activation

The information within the Relational Marketing Database can be segmented into different categories to aid in sending timely and targeted messages to specific groups of customers. Data segmentation consists of cross-referencing and appending financial and demographic information with the dealership’s records to define and create consumer segments based on each customer’s relationship to the dealership. Data segmentation occurs at multiple levels, as outlined below:

Level 1
Level One segmentation starts with the dealership’s existing customer base and defines their relationship with the dealership.

Sales-Only:

• Customers who bought from the dealership, but do not get their vehicles serviced there.

Service-Only:

• Customers who get their vehicles serviced at the dealership regularly, but have not bought a vehicle from the dealership within the last 10 years.

Sales and Service:

• Customers who have bought and continue to service a vehicle at the dealership.

Level 2
Level Two segmentation continues by defining the customer’s individual relationship and vehicle situation to help create a relevant, well-timed communication.

Existing Purchase Due:

• Existing customers who have an auto loan with a balance low enough to trade the vehicle.

Existing Leases Due:

• Existing customers with a lease that will terminate within the next eight months.

Existing Purchases Complete:
• Existing customers who have paid off their vehicle and have 100% equity.

Existing Service Customer:
• Existing service department customers who have not purchased a car from the dealership in the last 10 years.

Existing Used Car:

• Existing customers who bought a used vehicle from the dealership.

Level 3
Level Three segmentation is a secondary competitive database of customers who have never bought a vehicle from the dealership, but live in the dealership’s primary market area (PMA). These competitive customers fit the demographic and financial profile of the dealership’s existing customer base.

Competitive Purchase Due:

• Consumers who have never bought from the dealership, but fit the dealership profile, live in the dealer’s PMA, and have enough equity in their auto loan to trade their vehicle.

Competitive Leases Due:

• Consumers who have never bought from the dealership, but fit the dealership profile, live in the dealer’s PMA, and have a lease that will terminate within eight months.

Competitive Purchases Complete:

• Consumers who have never bought from the dealership, but fit the dealership profile, live in the dealer’s PMA, and have 100% equity in their vehicle.

AIMData continuously monitors and updates the information from your DMS using sources such as the United States Postal Service. Their National Change of Address Database tracks address updates from utility bills, bank accounts, credit card applications, and magazine subscriptions. Additionally, AIMData cleanses data by merging information into households, with drivers and vehicles contained in a household.

There are privacy laws in place to protect consumers while enabling a secure transfer of information for marketing companies. AIMData is in compliance with these laws and strives to observe all legislation.