Upgrade for Automotive Customer Data Firm Affinitiv

Automotive sector data-driven marketing and software solutions firm Affinitiv has enhanced its Customer Data Platform offering, promising to improve how dealers and OEMs communicate with customers throughout their journey.

Affinitiv supports more than 5,500 dealerships and 'all' major automakers across the USA. The platform consists of three 'Engines', focused on Customer Data, Marketing & Content, and Rendering & Delivery, and helps with sales, service and retention. The firm's AI and machine learning tech is combined with lifetime value and other models developed from billions of customer interactions, to predict a customer's likelihood of being in-market for a vehicle or specific vehicle services, and their anticipated sales and service spend over the next 3-5 years. This leads to the development of personas and the delivery of targeted messages to individuals throughout the lifecycle, from sales to service to repurchase.

CEO Adam Meier (pictured) says the system is 'always learning', adding: 'we have enough data to learn and adapt in real-time, so the actions taken at any given time are informed by the efficacy of outcomes data we're collecting and measuring across the various workflows, segments, and channels'.

Web site: www.affinitiv.com .