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Challenge A

Our mission is to optimize internal information in order to democratize data, extract and enable insights for customers, while building tools to increase engagement.

The biggest challenge that manufacturers, distributors, and retailers face today is the fact that most decisions about brand purchases occur online, most likely on a cell phone.

Increasingly, the competitors are not the stores down the street, but Google, Bing, Amazon,Carmax and others. Home Assistant (voice) search is increasing daily

The typical car buyer today will be more likely to start the car search on a smart phone than on a computer, and will be 80% more likely to go through a third party site to narrow down their search than going through a dealer's website. Ouch!

What gets lost as this happens is Brand authority, customer relationships, all of the knowledge and insight about customers, opportunities for upsells, and pricing power.

The biggest challenge auto retailers face today is most decisions about car and truck purchases occur outside of the dealership.

Challenge B, IT and Analyst's

Business analysts are not empowered

The biggest challenge auto dealers and manufacturers face today is simply finding the quality data their analysts need to make informed decisions, much less in a timely manner.

Incorrect Data; depending on IT adds an element of bias, IT support might not comprehendexactly what the analyst requested, wasting resources that drive revenue.

Next, just imagine for a moment that your head analysts shies away from researching a meritorious idea or unique hypothesis solely because the process to request, analyze and process data is too difficult or time consuming.

Most analysts have to rely on a busy IT department with a lengthy backlog to discover data ontheir behalf and make it available to them.

Data locating process; The process of finding data is critical in how motivated an individual orteam is to entertain ideas or hypothesis. Imagine depending solely on a librarian to find a list of 12 books in your local library, and there's a line at her desk, and it's your mom...

360° Semantic Data Hub

The average Fortune 500 company in 2018 has well in excess of 1000 database servers, with tens of thousands of actual databases within those servers. Those same companies have untold thousands of micro-databases in the form of Excel spreadsheets, Access databases, Jupiter Notebooks, and text (CSV and fixed width) files. Factor in XML databases for content and digital access management, JSON files from various process, enough email to bury the United States or Canada to a depth of three feet (or a meter, eh) if it was ever printed out, and the results of Twitter,Facebook, LinkedIn, Pinterest, etc., etc., etc., social media content about or by that company, and what emerges are organizations that are paralyzed by all the data they have gathered, after spending years to reach this stage.

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The Origin of SEO

  • The traditional approach to increasing Brand authority and that Brands online sales is known as search engine optimization (SEO). A quiet, yet powerful, transformation is currently taking place in many industries, especially automotive sales.
  • SEO began in the early days of the Internet and evolves daily due to the amount of online information and how to connect searchers with that information.
  • The idea was that as search engines such as Altavista, Google and Yahoo replaced directories with keyword searches on indexed web pages, certain keywords and placement of cues could be used to secure better rankings in search engine listings and engage more prospects.
  • For more than a decade, search engine optimization became an arms race in which the search engine companies would try to obscure their algorithms, and web site publishers would then try to reverse engineer what had happened, to better game the system

Why SEO is failing

  • In 2016 Google acknowledged the traditional keyword SEO approach is broken and began transitioning to structured data in order to improve search results by yielding more information on just one click.
  • Smart apps have bypassed web browsing, while vendors have been able to ride on the databases to bolster their own data collection, result: leaving dealer Brands in the dark.
  • Additionally, too many actors are trying for the coveted top spots, trying to use ad word combinations that increasingly look like trying to win the lottery.
  • Finally, too many resources are being spent on markets and audiences that are simply not prime for completing a car purchase from a dealership - too far away, wrong demographic, and in general too used to also trying to game the system.
  • This is not just a problem with auto sales ... it is something that is endemic to the whole "search engine" approach.

Introducing Knowledge Graphs

Why a Knowledge Graph is So Important

Knowledge Graph panels are prime real estate in Google SERPs, giving users instant access to hyper-relevant information without needing to click a link, and gives marketers a golden opportunity to boost their visibility. All thanks to machine readable information.

  • A graph is a mathematical construct that shows entities (things) and relationships that tie these things together. Very beneficial for local search and local relationships.
  • Such graphs can describe any data situation, such as the relationships between cars and dealers, dealers and customers, customers and salespeople, and dealer communities.
  • Each entity then forms a context - a way of looking at how that entity connects with everything else.
  • Both the entities and the relationships are given globally unique names (computer readable). Once a resource is named, that name will always apply to that resource.
  • A good example of this with cars are VIN numbers, which are considered unique - no two cars should ever have the same VIN number.

The Rise of Knowledge Graphs

Google, Facebook, Bing and other search engines are now beginning to expose their knowledge graphs and knowledge graph interfaces to the public (and developers).

Google, for instance, can read specific files (called linked data files) that provide information in a certain format about a resource, such as a specific car or a dealership.

Once they have this information, they can use the details gleaned from these files to display "card" views showing everything from what time and day a dealership is open to what kind of reviews it has.

This information can also be applied to individual cars, with this information including such information as mileage, model, options, and so forth ... including contact information and how to interact with these dealerships to get the car.

This means that every car that appears on Google or Bing or Facebook will have a link that can initiate a potential sales transaction.

Again, because each such resource has a unique identifier, this also means that the same information can be tied into tracking and analytics, making it possible to even determine ownership information over the history of the car ... after it is sold.

Much of this capability is in place today.

Knowledge Graph - Voice Search - Smart Contracts

The SDA Group believes assistant voice search (home, auto, business, phone), and smart contracts are proving to be our next data heavy burden. Voice search assistants search for machine readable phrases - structured data markup.

Smart Contracts need to effectively communicate and interact with easily retrievable linked database(s). The Solution: Knowledge Graph with semantic data catalogs.

Structured Data Auto Group will work with Kia on the development, deployment and support of knowledge graph solutions, working with the search engines and your current data organization, upgrading your data assets and thereby building your database infrastructure for smart contracts, warranties, parts sales, product offerings, scheduling of maintenance and upgrades, and digital marketing. No more need for vendors. Truly invaluable.

We can also coordinate with our partners to create effective applications and add-on modules to retain customer loyalty, as well as facilitate the final sales and approval process.