An intelligent use for data in attracting car buyers to showrooms

> Calls for automotive industry to review how and what data they are using, to achieve compliant, ethical and tailored marketing with clearer return on investment
> Cox Automotive Insight Quarterly recognises one year milestone for Regit and Sky Media partnership 
> Intelligent advertising product combines Regit Digital Garage data with Sky’s household insights to create more personalised advertising for potential car buyers

The automotive sector must innovate in its use of data to address the ongoing challenges of consumer confidence and fluctuating supply and demand. Chris Green, CEO and Founder at Regit, a free digital garage servicing over two million motorists, emphasises “the strategic use of data in automotive marketing is more important than it has ever been”.

In his contribution to Cox Automotive’s latest Insight Quarterly, Green reflects on a successful year of Regit’s partnership with Sky Media, Sky’s advertising arm. He calls on the automotive industry to review its data assets and strategies to ensure the right products and services are being effectively marketed to the right people.

“We're all aware of the challenges in capturing consumer attention,” Green notes. “In an age of information overload and consumer fatigue, cutting through the noise is increasingly difficult. This is where personalised and targeted advertising can make the difference between engaging a potential customer and losing them.”

Philip Nothard, Insight Director at Cox Automotive, explains: “The convergence of economic and environmental pressures is creating a complex market environment. With reduced consumer purchasing power, volatile vehicle availability, and challenging market conditions, data-driven advertising presents a significant opportunity for the automotive sector to reach potential customers in a compliant and highly targeted manner.”

The partnership between Regit and Sky Media leverages data from the digital garage – including vehicle specifics like make, model, age, fuel type, MOT, and insurance details – alongside Sky’s geographic and lifestyle data. This synergy enables automotive brands to, for instance, target electric vehicle (EV) buyers in Clean Air Zones or offer timely service promotions to owners approaching key maintenance milestones.

Green urges industry professionals to explore the full potential of their data and how it can be deployed across various channels, including TV, eCRM, and digital display. “If your messaging and targeting aren’t spot-on,” Green warns, "you risk wasting valuable resources and potentially alienating customers, leading them to unsubscribe or disengage from your brand.”

Nothard concludes by welcoming Regit’s ongoing contributions to Insight Quarterly: “Chris and the Regit team have been trusted partners for many years. They share our commitment to doing the right thing and to transforming how we buy, sell and use vehicles in the future. It’s great to showcase their expertise on data-driven marketing with the broader industry.”

Read Chris Green’s full article in Cox Automotive’s Insight Quarterly.