Auto Marketing Firm Unveils Customer Data Platform

Force Marketing, which provides lifecycle marketing solutions for the automotive industry, has launched a customer data platform (CDP) called Audience IQ, promising to help auto dealer groups improve customer experience and ROI.

Headquartered in Atlanta, parent firm Force Holdings was founded in 2006 and in addition to Force marketing includes WeDrive Automotive, Helix Technologies and Gulf States Marketing. The group has just over 100 staff.

The new platform includes four core products: CTV dynamic video technology DRIVE; RECAPTURE, which promises to 'connect lost shoppers back to the brands'; a retention and reactivation solution called ATOM; and an equity data mining solution, Equity+. Together these collect, clean, manage and analyze first party customer data to provide a comprehensive view of auto customer preferences, behavior and interactions with a dealership. This allows segmentation and personalized messaging, and the platform also tracks marketing KPIs, lead conversions and in-store visits, providing end-to-end attribution for marketing dollars.

President and CEO John Fitzpatrick (pictured) says the firm has invested $14 million over seven years to develop and perfect 'this robust platform that gives auto dealerships a full understanding of customers and their needs, enabling them to provide the best experience for customers and drive sales and service revenue'. He adds: 'Our greater vision is to help improve Customer Lifetime Value in automotive, transforming the brand-to-consumer experience with improved communications'.

Web site: www.forcemktg.com .