The answer is to get the best data. That’s easier said than done.

Consumer privacy and data security are arguably the top priorities for today’s dealership.

The Drivers Privacy Protection Act (DPPA 1994) and Shelby Amendment (1999) protect your customer’s information from unethical marketing efforts.

Compliant and accurate marketing data will capture new service customers.

What Marketing Data CAN Be Used?

Self-reported data from consumers. This data is provided by consumers who elect to receive individually tailored marketing opportunities.

What Marketing Data CANNOT Be Used?

Vehicle registration data cannot be used for marketing purposes. Any use of State Department of Motor Vehicles (DMV) data is prohibited by DPPA. Vehicle Registration data can only be used for research or analysis.

How Do You Build an Accurate and Compliant Marketing List?

Build a master database that pulls from all self-reported consumer databases. Update the data records weekly. Don’t use Garage-Predictor records due to lack of accuracy. Use VIN-validated records only.

Conclusion?

Use the best data.

sean@dataclover.com.

DataClover is an industry leader in “White Hat” Compliance Standards. Our company has been founded and advised by numerous leaders in consumer privacy and marketing compliance.