In 2013, when we released the Dealer Positioning System, we wanted to solve a fundamental problem that every dealer has in the industry: Figuring out – empirically – what parts of their advertising are working and which aren’t. There’s a lot of money at stake, and a lot of people’s livelihoods on the line, both inside and outside the dealership. Now, with the industry leveling off, there’s even more urgency to definitively answer this question.
We’ve been working with the Experian team for years, and we’ve always had a great relationship built on mutual respect. The Experian team is the best team I’ve ever worked with in Automotive, and they truly want to “let the data lead the way.” I’ve always seen String as the non-Automotive Automotive company, and I see Experian in the same light, combining deep automotive expertise with data, insights and capabilities from inside and outside the industry. To me, this is the best possible combination, where our clients get the benefits of continuous innovation and creativity and don’t always drink the same Kool-Aid that’s being passed around and around.