Behavioral Prediction vs. Behavioral Disruption

Navigating the psychology of consumer decision-making isn’t anything new. Sales and marketing driven by big data has proved to be very successful (think Facebook, Google, Amazon, etc.), but it isn’t something that the modern U.S. automotive retailer has a firm grasp on. We are always trying to figure out what message or approach will trigger the consumer to buy, or rebuy, from our dealership. But when we focus only on the data at hand, such as what we get from the submitted lead, or a DMS sold or service file, to influence a consumer’s decision, our efforts are limited...

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