None of us is as smart as all of us.

When it comes to digital marketing, nothing could be more true. The more information you have about a customer, the more likely you will sell them a vehicle. If you know exactly what they want, what they have been searching and what their buying history is, you have a complete picture of the buyer and can talk to them appropriately.

THE POWER OF OPEN DATA

Open, connected data enables businesses to have this complete picture of an individual and take action on that information.

In the vast majority of industries, this is true. In virtually any industry, a business can create a quick website on SquareSpace, add a Facebook widget to the page, send a reply to a form submission with MailChimp and follow-up with a survey using Survey Monkey.

The software is simply a tool, interchangeable pieces which can be cobbled together to make a solution – a sort of makeshift system – that is more valuable than the sum of its parts. The ability to connect the data leads to mind-blowing efficiency and power. Suddenly, sites like Zapier enable businesses to automatically send invoices, marketing material, social media messages and set-up calendar events without lifting a finger.

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