String's Automotive Marketing Blog

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.

Now, as part of the broader Experian organization, our team gets – and therefore our clients get – the resources of a large organization with the nimbleness of a startup, an incredible, unrivalled wealth of data that will be increasingly integrated into the DPS over the coming months. These reasons are why the partnership made so much sense: We get to accelerate our mission to bring data-driven insights to every dealership in the country. Plus, it’s always important to work with good people…and these are good people.

So, here’s to an expanded partnership with Experian; as a dealer or a String partner, you should be excited about things to come. We have a lot of work to do, but this is where the fun begins.

- Ken