EVOLVE Business and Professional Magazine February 2020 | Page 36

DATA DRIVES RESULTS Why Data & Analytics Staff Are Key to Your Success by Erika Anderson W ith a savvy knowledge of data analytics and an uncanny ability to think like a consumer, John Hamlin is changing the way dealerships sell cars. When Hamlin first came approach is targeted, fresh and, most importantly, effective. Dealerships had been using direct mail to market cars for years. In the early 2000s, when Hamlin first came to Florida, the to Ormond Beach in 2004, he use of direct mail was rudimentary. Dealerships bought a list of was looking for a beautiful prospects based on geography, came up with a creative concept location and a new start for his and combined it with a grand prize, such as a cruise giveaway, automotive direct mail business. mailed and prayed. When his first campaign in the John Hamlin The concept of direct mail is not a new one. But Hamlin’s During this time, the measure of a successful campaign area—a direct mail campaign for was selling a few cars and making a little bit of money from Bobby Thigpen and his Lloyd the mailing. Dealerships used only geography and sometimes Buick Cadillac dealership— age as identifying demographics. Though other consumer data produced sales of more than 60 cars, Hamlin and Associates was sparse, Hamlin knew as computers, data and education knew they were poised to help Florida dealerships sell more cars, improved, there was an opportunity to build an extremely create more jobs and, of course, make more money. efficient marketing and direct mail model. He knew he could | 30 | EVOLVE BUSINESS AND PROFESSIONAL MAGAZINE