String's Automotive Marketing Blog

Ken Kolodziej

Recent Posts

Why Combining the Power of String and Experian Helps Dealers Win in the Marketplace

Posted by Ken Kolodziej

May 26, 2017 9:00:00 AM


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.

Read More

Why Dealers Should Make Advertising Decisions on the Macro and the Micro Levels

Posted by Ken Kolodziej

Mar 5, 2015 3:26:08 PM


Car dealers have always been marketers at heart. It's part of learning the trade and understanding the business to gain natural insight into modern marketing and advertising practices. One could even argue that the experience gained through knowledge passed down, trial and error, and exposure to the automotive game itself can yield better strategies than a marketing degree.

Read More

Why Now is the Time for Data to Shine for Your Dealership

Posted by Ken Kolodziej

Feb 9, 2015 10:09:47 AM


We're in an amazing era for the car business. Vehicle technology is advancing in leaps and bounds. This is generating a greater need for people to upgrade as safety, connectivity, comfort, and performance are all making huge strides compared to just a couple of years ago.

Couple this with an improving economy and increased stability for automobile manufacturers and you have a trend through which most dealers are seeing increases in sales. There's another reason that this is such a special time. Now more than ever, dealers have the ability to truly utilize data in a meaningful way. The days of guessing who to market to, how to market to them, and where to invest in advertising are behind us. All a dealer needs is to know where to look and how to apply the data in a way that forms a cohesive plan of action.

Read More

What is Dealership Intelligence?

Posted by Ken Kolodziej

Aug 14, 2014 9:54:13 PM

Every day at dealerships across the country there are owners, general managers, eCommerce directors, and internet managers who are making decisions about the direction of their advertising and marketing. It isn’t like it was two decades ago when there were limited venues through which a dealership could get their message out to potential customers. Today, there are so many options that even dealerships with huge advertising budgets can only scratch the surface of the possibilities.

This has created opportunities, but it also poses challenges.  It isn’t just the plethora of vendor options in each segment of traditional and digital marketing. There is so much data about customers and the places that they’re going when considering a new vehicle, or even when deciding to service their vehicle, that it’s impractical for dealerships to make decisions based upon intuition alone.


Read More

Topics: auto dealer analytics, dealership intelligence, business intelligence

Truly Knowing Your Customer: Experian Demographic Data On Demand

Posted by Ken Kolodziej

Jul 30, 2014 5:05:00 PM

First, A Question

Before I jump into things, let me pose a question to dealers, agencies, and vendors: How well do you know your customers / your dealers’ customers?  Do you know them well enough to put hard cash on those insights with an advertising strategy? How about $1,000? $10,000?  $100,000?

Follow-up question: How about your competitors’ customers, on-brand and off-brand?  Do you know them well enough? Are you in their mind?

OK…I’m approaching creepy territory now, but I think you understand the point I’m trying to make: We can throw our full weight and wallet behind what we think we know about our customers, but, man, it’s important to truly know who we’re marketing to at a fundamental level. And, for that, we need some solid data to back us up.

Read More

Topics: auto dealer analytics, dealer positioning system, data for dealers

Perfect Information: Or, Why We Do What We Do

Posted by Ken Kolodziej

Jul 29, 2014 5:02:00 PM

Our Mission

As anyone who’s met me can attest, I am a very product-focused person.  I’m also very passionate about what we at String do and how we can continue to push the envelope with our little slice of the state of affairs in the auto industry. 

Part of our mission at String is to put the power of enterprise-class software, data and insights in the hands of as many dealers and agencies as possible.  This concept is crystallized in our Dealer Positioning System (DPS).  

Read More

Topics: dealer positioning system, data for dealers

Why Data Should be Driving Your Dealership's Advertising Decisions

Posted by Ken Kolodziej

Jul 24, 2014 10:52:19 PM

Over the last two decades, the world of data has been experiencing two distinct evolutions. On one hand, we have seen the methods of collecting and storing data improve dramatically. One simply needs to compare the 10MB thumb drives from a decade ago to the flash drives of today to see that storage has become smaller, cheaper, and faster. A “small” amount of data held on an 8GB flash drive can cost under $10.

For car dealers, the more important of the two data revolutions comes in the form of taking the vast amounts of data available and organizing it in a way that gives insights that point towards action. It’s in this discernment of the data that the real magic happens.


Read More

Topics: auto dealer analytics, dealer positioning system, data for dealers

Introducing the String Dealer Positioning System

Posted by Ken Kolodziej

Sep 2, 2013 11:31:00 PM

Today is a big day here at String Automotive.  Today, we launch the String Dealer Positioning System, -- or DPS -- a new solution that helps dealers leverage their data to attract, convert and retain more car buyers. As the product has taken shape over the past weeks and months, our team has gotten more and more excited to get the DPS in the wild and in the hands of dealers.  As one of our employees put it: “It’s like we got someone the best birthday present ever, and we can’t give it to them yet.” 

String Dealer Positioning System resized 600

The DPS is the culmination of more than eight years of working with auto dealers as a marketing services vendor.  We launched the company in 2005 because we felt there was a better way to help car dealers develop web sites that would set them apart from the competition; over time, we’ve added SEO, SEM, inventory management and customer reputation management to our repertoire.  But one thing has remained constant throughout our evolution and a changing car industry: A lack of transparency at the dealer level when it comes to data.

Read More

Topics: auto dealer analytics, google analytics, dealer positioning system