Online automotive marketplace Auto Trader has implemented analytics platform Looker, as part of its wider digital transformation initiative.
“A fundamental shift in the process of buying and selling cars driven by technology, means the volume and the variety of data that we’re collecting is ever-increasing.” said Edward Kent, principal developer, data engineering at Auto Trader. “With Looker, we can better manage this large volume of data and ensure that our employees and customers have access to the trusted metrics they need to make decisions and ultimately, deliver a superior buying experience for our end users.”
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The company’s switch to an online-only approach reflects a general trend in the automotive sector with buyers typically doing the majority of their research online rather than in-person. For automotive advertisers, this means they need access to real-time data on how their ads are performing, while car buyers need to have relevant ads served to them for cars that fit their requirements.
At the core of Auto Trader’s online platform is Google BigQuery. By centralising its data in the cloud and deploying Looker on top, the business aims to enable internal users to access and use data to make better decisions and provide external retailers with insights while also providing recommendations to its customers.
Shortly after Looker was implemented, Auto Trader’s data team built performance dashboards for the sales team to help the business to have more data-led conversations with its retail customers. These tools are there to help the sales team to analyse performance indicators for ads, including search appearances, views, quality, and leads.
John O’Keeffe, director of Looker EMEA sales at Google Cloud, added: “With retailers pivoting to digital channels, Auto Trader has accelerated its digital transformation, in order to provide a best-in-class customer experience online. We’re proud to help it harness the power of data, through its multi-cloud environment, as it continues to redefine the car buying and selling process.”
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