Data as a Product by Wayne Eckerson

Wayne Eckerson explains how data about a product can be as valuable, if not more so, than the product itself.

1. Data as a Product Wayne W. Eckerson

2. Data as a Product Product Who Buys the Product? Demographics, Psychographics, Geographics Buyer and Prospect Personas Financing terms Leasing Sales Cycles How Do They Use the Product? Driving patterns Feature usage Passengers Distance Speed Weather Accidents Who Services and Supports the Product? Dealers Auto Repair Shops Auto Parts Dealers Insurers Warranties Who Sells/Distributes the Product? Dealers Advertising Marketing Banks Sales performance Campaigns

3. Value-Added Data Product BENCHMARK DATA Customers like you… Drive 12,000 miles a year Get 23 MPG on average $650 in repairs a year Keep car 6.5 years PERSONALIZED DRIVING Digital key locks Temperature settings Dashboard displays Seat positioning Radio tuning Recognize cars EVENT-DRIVEN ALERTS Change oil New brake pads required 25,000 mile tune-up Front-end alignment needed Blind spot detector Traffic alerts PERSONALIZED TREATMENT Financing terms Leasing terms Service scheduling Free rentals Upgrades Discounts