How We Identify Customers Years ago, self reported data accounted for a very small portion of the available households in the U.S. Today, with the efforts of Radar Beacon, a proprietary data set has been created compiled from hundreds of sources. Some of these sources are well known (Axiom, Experian, etc.) some of them are not as well known. The result is that we have access to information on over 150,000,000 households in the U.S. We can determine whether they have been shopping for a car and, in many cases, which cars they are considering. Because this data is updated regularly, we know who to market to in your area and WHEN to market to them. On top of this, by using complex analytics applied to a dealer’s last 5 years of sales and service history, we only market to those who either work or live in a location where doing business with the dealer is practical. Make no mistake, we using the proprietary data set to create our marketing list, NOT the dealer’s data.

Predictive Lists were all the rage during the 2000’s as RL Polk, Experian and other companies tried to use consumer data to predict who would be in the market to buy a vehicle based on demographics, buying cycles and several other factors. These lists proved to be not much better than taking a list of names out of the phone book. Many of these companies have abandoned their efforts to ‘predict’. Some of them have even gone as far as to concede that the only true way to identify buyers is to know and monitor the behavior of those potential buyers and then market to them. This is the method that is used in ARM. The proprietary data used in these campaigns are the result of working with compilers over the last 6 years and compiling on top of their compiling. Not a task that many have even attempted.

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