How to Put Data in the Driver’s Seat
17. 5. 2023
The AutoPalace Group started its activities in the Czech Republic in 1991 as an importer and seller of Mazda cars, and today it is one of the two most important dealers on the market in the Czech Republic. In 31 years of operation in the Czech and Slovak markets, the group sold almost 195 thousand cars. Autopalace.cz operates seven car dealerships in the Czech Republic and two in Slovakia.
Step 1 – Data Centralization
Auto Palace had difficulty dealing with too many different systems, causing delays in their processes. Each of the 18-20 distinct car brands sold had its system, making it difficult to keep track of leads. To simplify the process, they need a centralized repository. They chose Raynet.cz as their CRM and our team as their consulting partner because of our experience in enterprise data integration. We combined all of Auto Palace’s marketing platforms, including websites and lead campaigns, into a single CRM- Raynet, to simplify tracking the source and nature of each lead. This connection streamlined their processes by reducing the need to hunt for information across 79 different systems. With all of its data in one place, Auto Palace started developing sophisticated data use cases to enhance its sales and marketing initiatives.
Step 2 – Advanced Data Use cases
How Datalook transforms raw data into actionable insights
We had the pleasure of working with the company’s Chief Marketing Officer to improve their marketing approach. To do so, we pulled all of their historical data from several marketing platforms and created a consolidated DataMart for them, using Datalook capabilities. This centralized platform made it simple for them to acquire information about marketing initiatives such as expenses, conversion rates, and generated leads.
They also needed specialized CRM reports to uncover variances across automobile brands, branches, and sales agents. We developed reports utilized by the Head of Sales in each branch to provide valuable insights.
One significant challenge they encountered was a lack of insight into incoming and outgoing calls flowing via the Daktela system. Because the calling software was not integrated with their CRM, the sales agents had no information about the prospects they were calling. To address this, we created a new button for the CRM that permitted rapid interaction with the Dialing system. This enabled sales representatives to conduct calls straight from the CRM and display information about the prospects. It allows them to take notes and set up the next steps. We used Datalook to create the most common reports regarding their sales activity, so Senior Management has real-time access to each salesperson’s activity. These initiatives aided in streamlining their marketing and sales procedures and implementing a more data-driven strategy.
Step 3 – AutoCMS
When it came to managing its automobile inventory, Auto Palace had a problem. Each car’s information was maintained independently in several systems given by the vendors, such as Audi’s inventory system, Audi pricing system, and Audi CRM system. Because Auto Palace sells vehicles from 20 different brands, it is difficult to centralize all data in one location and make changes efficiently. They wanted a system that could combine all automobile information, regardless of brand, to improve their workflow.
We are developing AutoCMS (Car Management System) as a single application that can store and utilize all images, documents, marketing-related activities, and the whole lifecycle for both new and old automobiles. This unified approach will drastically cut the time required to post automobiles on their website. With this new application, Auto Palace can conveniently manage its automobile inventory and make adjustments in a single location while automatically propagating those changes to other platforms.
In conclusion, due to the use of numerous systems from various suppliers, Auto Palace faced several challenges in managing its car dealership business. They were able to consolidate their data and improve their marketing and sales procedures with our assistance.
They obtained significant insights and established complex data use cases to improve their marketing activities by combining all of their marketing channels and establishing a DataMart.
Auto Palace can store and utilize all photographs, documents, marketing-related activities, and the entire lifespan with the establishment of AutoCMS, a single application for both new and used automobiles, resulting in a considerable decrease in the time necessary to publish cars on their website. Overall, our team successfully provided a complete solution that allowed Auto Palace to enhance its operations, sales, and marketing activities and give customers an improved experience.
The most important part of our collaboration with Autopalace is the trust they invested in our expertise. We are involved in more than 70% of the activities inside this company as they are leveraging the applications or the automatizations we implemented. Many of the reports they run are on Datalook, and AutoCMS will become a strategic application for them.
