How Gillman Honda Became the #1 Dealership using Predictive Analytics

With over seven decades of history in the automotive business, Gillman Honda Fort Bend has developed a wealth of knowledge about everything Honda – from the newest models, to quality auto parts and service. In 2017, the dealership started benefiting from a wealth of knowledge about its customers’ car buying behavior. By adding automotiveMastermind (Mastermind) as a dealership technology provider and predictive analytics marketing partner, Gillman Honda substantially changed and enriched its selling efforts. From now on, the sales team can use key data and valuable insights to easily identify and target the right customer at the right time with the right offer and messaging.

While serving the Houston, Sugar Land, Katy, Richmond and Fort Bend, Texas communities, Gillman Honda settled into treating its customers like neighbors and friends. The dealership knew how important and big of a decision it was for people to purchase a car.

Gillman Honda’s goal has always been to put customers in new models that fit their lifestyles perfectly and to create loyal customers for life. There was a strong need to learn as much as possible about these individual wants and needs so that the sales team could predict the perfect time to reach out with targeted marketing communications and motivate them to buy their perfect car.

Gillman Honda teamed up with automotiveMastermind in the Spring of 2017. Mastermind’s revolutionary customer data technology is generating simple Behavior Prediction Scores® from 0-100 based on how likely customers are to buy. It feeds personalized profiles for each customer into the dealership’s portfolio to each salesperson’s desktop. The profiles also provide customer-specific talking points and behavior drivers that deliver simple and clear motivators as to why a consumer is ready to buy.

In May, Mastermind’s unique marketing communications platform began to deliver micro-targeted marketing campaigns that are highly personalized to each customer’s unique situation. The omni-channel campaigns were comprised of direct mail, email, and SMS texts.