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Category Archive: Data Management

Russell Grant

Nine Things You Can Do Right Now To Increase Your Data Security

Security concept: Lock on digital screenLast month’s article focused on how to determine whether a vendor has what it takes to keep your data secure and what to look for in a vendor before granting them access to your DMS. But the truth is, data security starts at your dealership with the policies, processes and procedures that you establish. Here are nine things you can institute right now to improve the security and integrity of your dealership’s data.

  1. Conduct Background Checks
    Any employee you bring on will have access to, or will be in the vicinity of, customer data. When hiring new staff, conduct background checks: drug, criminal and credit. Contact references as well. 
  2. Establish a Confidentiality Agreement
    Establish and enforce an agreement that states confidential and proprietary information belongs to the dealership—and have all employees sign it. 
  3. Limit Access to Data
    Determine which employees will be granted access and/or administrator duties to what resources, including CRM, DMS, Intranet, social media, website and email. Document user names and passwords. 
  4. Institute Password Best Practice
    Passwords should be unique to each individual, at least eight alphanumeric characters in length, and account access should be blocked after the fourth invalid password attempt. Password changes should be scheduled and not permitted to be the same as the previous four passwords. Passwords should not be displayed near workstations, shared with other staff, or transmitted via insecure technologies (email, IM or fax). 
  5. Invest in Data Protection Software
    Invest in protective software, including anti-virus, anti-spam, firewall, data encryption and virtual private networking (VPN). Institute protective data measures as well — servers should be at a separate location or in cages, backups should be performed, and data retention and destruction policies should be established. 
  6. Disable Access Upon Termination
    When an employee is terminated, make sure to collect and/or disable their key, security code, remote access to any systems, Intranet access, email access, and phone extension and voicemail. For the benefit of both the employee and the dealership, conduct an exit interview if possible.
  7. Require a Non-Disclosure Agreement
    Require all vendors you share data with to sign a non-disclosure agreement.
  8. Partner with an SSAE Certified Vendor
    Our industry has not yet established a standard for policies, processes and procedures that work to ensure data security and protect the privacy of consumer information. The financial industry, however, has—SSAE-16 Certification, developed by the American Institute of CPAs. By partnering with a vendor that has achieved SSAE-16, you know they uphold the highest level of security and can protect and secure your data; guard its integrity and confidentiality; and prevent unauthorized access to it. 
  9. Require Documentation
    If a vendor is not SSAE-16 Certified, request and require that they provide documentation of restricted access to buildings, data, computers, technologies, resources and systems; scanning technology at entrances (cards, fingerprints or retinal scan); government-issued ID required of visitors; password policies and best practices; firewall, anti-virus, anti-spam and data encryption software; equipment monitoring; data retention and destruction policies; backups; and a business continuity and recovery plan in case of disaster.

For more information about increasing data security at your dealership and partnering with vendors that are qualified to provide the data security your business demands, visit www.jandlmarketing.com. Easy-to-follow checklists are also available, as well as fast facts about SSAE-16 Certification.

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Permanent link to this article: http://blog.ncm20.com/2013/05/nine-things-you-can-do-right-now-to-increase-your-data-security/

Russell Grant

The Big Deal About Big Data

The big deal about big data for auto dealerships

From speakers at NADA workshops to automotive manufacturers in trade publications to vendor product advertisements online, everyone is talking about how big data is changing the future of marketing in our industry. But most of the GMs I talk to aren’t nearly as concerned with the marketplace and the direction it’s taking, as they are with their business and where it’s going. They want to know two things—how can big data save me money and how can it sell more cars.

Do Better Things or Do Things Better?
Often automotive dealerships are focused on figuring out what is the latest and greatest, but the truth is, they often don’t need to do new things. They need to keep doing the same things better. GMs can use big data to ensure that the decisions they’re making are being driven by metrics instead of emotions and gut feelings. The key is to use big data to become more streamlined and effective, to incorporate it into everyday decisions, into every decision.

Biggest Data
A dealer’s number one source of big data is their DMS—and it’s also the most valuable. It can be used to identify:

• Inactive service customers
• Customers with service into sales opportunities
• Customers who can lower their payments
• Customers coming off warranties
• Customers coming off leases

But identifying customers and opportunities isn’t enough. Dealerships need to use big data to create big opportunities—or work with vendors who can help them do so. The data should serve as the foundation for a dealership’s strategic plan, driving all marketing decisions and directing future courses of action as well.

Dealing with Big Data
What data do you need? When do you need it? How do you get it? These are some of the questions you want to pose to you and your staff—or the vendors you work with. Just remember, data in a vacuum is meaningless. Simply gathering it is not an effective use of your time and money. Data needs to inform your decisions. It should be applied and integrated into your processes, procedures and plans. Especially your marketing.

Once it has been implemented, data should continue to be collected and studied so that it can be used to help determine what’s working and what isn’t; who it’s working with and who it’s not working with; and when it’s working and when it’s not working. Data has the potential to serve as a guide for continuous improvement.

A Measure of Success
When it comes to tracking the performance of your marketing efforts, there are many methods—including Google Analytics and partnering with vendors that offer robust data analytic programs. Keep in mind, data won’t tell you whether you should or should not be marketing, that’s a given. It will tell you how to be more effective by providing the information you need to answer critical questions such as:

• Do you need to beef up your SEM strategy?
• Increase your direct marketing campaigns?
• Work on your online presence and reputation?
• Take a multi-channel approach when communicating with your customers?

In the end, big data can save money and sell more cars, as long as you let it do the driving.

Russell Grant is Vice President of Sales at J&L Marketing and a Guest Expert contributor to the Up To Speed blog. Contact Russell at rgrant@jandlmarketing.com

To find out how NCM can help you manage your critical dealership data across your fixed, variable and DMS systems–even at multiple locations–visit www.NCMaxcessa.com to request a free online demo. 

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Permanent link to this article: http://blog.ncm20.com/2013/02/the-big-deal-about-big-data/

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