Margins and Paddings Update

Nowadays, whenever you hear news about the automotive industry, a negative tone tends to pop up. Whether it’s the increase in lending to subprime consumers, or the lengthening in loan terms, the stories lead one to believe that the industry is headed toward another “bubble.” However, that’s not necessarily the case. When we look at the data, the automotive finance market actually demonstrates a strong industry as a whole. Yes, it’s true that subprime lending is up. But, lending has increased across all risk tiers. In fact, loans to super prime consumers have actually seen the largest increase in volume compared to last year, approximately 8.5 percent. To take it a step further, the market share of loans to subprime consumers has decreased from a year ago. At its bare bones, what it means is that consumers are not only purchasing cars, but they are taking out loans to do so. Furthermore, given the percentage of loans extended to each risk tier, we see that lenders have not opened up their portfolios to increased risk. Both of which are positive indications of a strong market. We’ve also seen a steady increase in the length of loan terms. However, before anyone comes to any rash conclusions, it’s not as ominous a sign as it may seem. As cars and trucks have become more expensive to purchase, the easiest way for consumer to keep their monthly payments affordable has been to extend the life of their loans. That said, it’s critical for consumers to understand that by taking out a longer loan, they may need to hold onto the vehicle longer to avoid facing negative equity should they trade it in after a few years. An alternate route many consumers have taken to keep their monthly payments affordable has been leasing. In the first quarter of 2015, we saw leasing account for 30.2 percent of all new financed vehicles – its highest level on record. At the end of the day, consumers are continuing to purchase vehicles and that’s a positive sign for the industry. By gaining a deeper understanding of current automotive financing trends, lenders will be able to use the data and insights to their benefit by better meeting the needs of the marketplace and mitigating the risk of their portfolios. And if they do that, the good times can continue to roll for the industry.

The term big data tends to be overused in business today. While some refer to it as a technology and others a level of insight, it has come to embody many different data actions, from business intelligence, to analytics and data modelling. We have become so obsessed with big data that we think we have to have this level of insight as a requirement to running a successful business. And for the most part, that statement is true. Data has proliferated our society to the point that every decision is made with some influence of data. Certainly experience, gut instinct and advice play a critical role, but data has become one of our most constant advisors. We rely on information at a business level for location expansion, product fulfilment, customer loyalty and marketing. But, that same feeling also translates over to our habits as consumers when we rely on data to help make decisions on where to eat dinner, where to buy a home, what businesses to shop with, etc. Data has really changed the way we operate as a society. But as all of us jump onto this big data bandwagon, it is important to remember that big data is not always insightful. The speed at which information is gathered and the volumes we are dealing with today can make information more relevant, but it can also be riddled with errors. Big data has become too big for us to manage. There is a high degree of inaccurate information in businesses today. Recent Experian Data Quality research reveals that almost all businesses have a problem with their data and on average, U.S. businesses believe about 30 percent of their data is inaccurate. That is a shocking figure and shows the degree to which businesses trust their information. Without trust, business stakeholders certainly can’t perform big data analytical exercises and use them to make intelligent decisions about their business. But why is that trust lacking? We frequently see that data can be inaccurate, incomplete or just unconsolidated for a full understanding of the customer. It also can go against the conventional gut wisdom, leaving some executives to disregard it entirely. We tend to like data when it agrees with what we are already thinking. To develop trust around data, we need to realign our expectations. While a third of information may be inaccurate, what does that mean? Is the information you are actually trying to analyze inaccurate? Most of us do not touch the majority of our information assets for insight. So what does it matter if the information we are not accessing is accurate? We need to understand the true need for data in our business. We need to consider how to use data as a force for good. What it really boils down to is being able to access, use and trust data. Information does not have to be perfect for us to achieve that and we don’t have to be able to utilize every data set within our system. To make big data work, businesses need to look at their own needs and decide what is good enough for them. What are the benchmarks within their business that they need to meet to trust and access information for analysis? That means that organizations need to link data across channels and databases, put data governance practices in place and move quickly to ensure information can be used across not just IT, but also across various business stakeholders. In a world dominated by data and technology, we are being forced to adapt. We need to make decisions based on new information rather than purely gut instinct, but we have to make sure the information we are reviewing provides the right insight. Too much data can be problematic. We can get bogged down in it and become unable to make decisions. We have to sift out what actually makes sense to review and what we should discard. Big data doesn’t always have to be this massive effort. It needs to be small and manageable, fit for your business. No two big data efforts are the same. Be sure that as you consider big data within your organization, you are ensuring the accuracy of information and that the data makes sense for each particular project.

Confronted with a vast amount of incoming data, today’s digital marketers are facing an on-going battle to keep up. According to Experian Marketing Services’ 2015 Digital Marketer Report, the biggest hurdles and key priorities for marketers this year are dependent on having accurate, enriched data that can be linked together in a central location for a complete customer view. Moving from fourth place in 2014 to first place in 2015, linkage has quickly moved up the ranks as one of the top the leading barriers to cross-channel success. According to the report, eighty-nine percent of marketers say that they have trouble achieving a single customer view, and a third of those questioned see effective linkage as the main barrier (32 percent) to creating a truly cross-channel marketing strategy. The full 2015 Digital Marketer Report can be downloaded from the Experian Marketing Services’ Website here: http://bit.ly/1AJDYah The biggest challenge identified by marketers for achieving a single customer view is poor data quality (cited by 43 percent of marketers), followed by siloed departments (39 percent) and the inability to link different technologies (37 percent). Experian Marketing Services surveyed more than 1,000 marketers worldwide to identify the biggest opportunities and challenges for marketers from around the world. The annual report benchmarks some of the key issues that brands face trying to engage audiences with relevant messages, in an often complex digital environment. Separate research conducted by Experian Data Quality earlier this year found that 91 percent of companies are leveraging data and data quality in an attempt to optimize their customer experience. However, only 28 percent of companies are creating real-time triggered messaging across multiple channels with their data. To deal with this issue, Experian Marketing Services helps organizations link data sets together to find unique consumer insights, significantly improving the way organizations meaningfully connect with their audiences. “Consumers demand exceptional brand experiences, but without the right strategy and technology for collecting, authenticating, linking and managing all the data coming into an organization today, brands are unable to meet that demand,” said Ashley Johnston, senior vice president, Global Marketing, Experian Marketing Services. “Accurate, enriched data allows brands to stand out from competitors, create relevant interactions based on the deepest understanding of their customers and build successful customer-acquisition strategies as their priorities suggest.” “Achieving single customer view is a key step in the right direction, but fully optimized cross-channel marketing is still the Holy Grail for marketers around the globe. The in-depth process required in setting up a strategy presents a range of hurdles, and there are other important issues to overcome in the process,” said Simon Martin, Experian Marketing Services, UK. “It takes entire companies working together to get a better understanding of their customers and to plan an engagement strategy that will resonate uniquely with each customer at every point of interaction.” A question of linkage The 2015 Digital Marketer Report identified several top barriers to achieving a fully integrated cross-channel marketing approach: no single customer view (32 percent), companies’ current technology (31 percent) and organizational structure of the business (31 percent) came out on top. Around the world The top challenges for marketers from around the world share many similarities, but priorities and barriers differ slightly by region. UK: Single customer view (SCV) and data linkage is seen as more of a challenge than any other, with nearly two-fifths (37 percent) of U.K. respondents saying this was their top challenge, beating organizational structure (33 percent) and the company’s current technology (32 percent). United Kingdom marketers are more likely to believe they understand customer behavior and have a clear roadmap toward cross-channel success (with only 21 percent and 20 percent, respectively, identifying these as challenges) compared to the global average of 25 percent apiece. Europe: The picture in Europe is very different than the United Kingdom. In Spain, only 17 percent of respondents reported the same issue with linkage; instead, the major problem was identified as the company’s current technology (42 percent) as holding them back. French marketers follow a similar pattern and are also more confident with their grasp of linkage, with 24 percent flagging it as an issue. Again, technology (38 percent) is the most pressing concern for French respondents. North America: Organizational structure was identified as the most important issue in North America, with 38 percent of respondents rating this as their highest priority. Respondents also are more likely to say they don’t have a clear roadmap to success (26 percent) than the global average. Asia: In Japan, marketers are confident in their technology, with only 9 percent seeing this as an issue. Instead, 44 percent struggle to link data to create a single customer view. Meanwhile, respondents from Australia and New Zealand identify technology as the largest single challenge to their cross-channel strategy (35 percent). Be sure to check out our 2015 Digital Marketer infographic that highlights key findings from the research.