Bill Parlaman: How to Collect And Leverage Your Own Dealership Data

By: Michael Cirillo   |   03 Mar 2022
Bill Parlaman Full Throttle

Together with  Full Throttle

Bill Parlaman is the CMO at, a company that generates and transforms 1st party household data for agencies, media, and brands. His experience from both within and out of automotive has granted him unique insights into how dealerships can be self-reliant in the ever-expanding digital landscape. 

What we discuss in this episode:

  • Big tech companies like Apple and Google are limiting the ability to track user behavior across devices/platforms. 
  • That's causing issues for advertisers who are now unable to leverage consumer movement through apps and other platforms.
  • When we are single-source dependent, we are compromised.
  • Look at how many times we've seen Facebook take groups down, or how often people get locked out of their profile and lose access to data.
  • It's important to remember that those 3rd parties own the data, not you.
  • As a business, it's vital to collect your own data so that you have an unlimited number of ways to market your business without being dependent on other platforms.
  • First-party data is what you collect from digital properties you control. 
  • CRMs are used to manage leads when they should be used to manage relationships. Not to mention, most CRM data is inaccurate or incomplete.
  • Most marketing today happens at the email level. can make it happen at the household level. 
  • The car business starts and ends with a household address.
  • Listen to the full episode for even more insights from this episode. 


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Thanks, Bill Parlaman

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