Dodgy data loses dealers millions in missed profits due to losing track of customers

Dealers that fail to cleanse their databases are leaving money on the table, missing out on low-hanging fruit that could be easily captured with more accurate customer records, according to data expert ADS.

According to ADS, more than half of all customer records in dealership databases are incorrect, resulting in wasted time, misdirected communications, and millions in missed revenue opportunities.

In its analysis of several major dealer groups’ databases, ADS found that a staggering 74.1% of customer records were flawed in some way.