For a family of automotive brands, the insights driven by digital data extend far beyond broad-based recognition and favorability.

Indeed, observes Saejin Park, director/global digital transformation at General Motors, practical considerations include:

  • Vehicle data: how is the car functioning?
  • Behavioral data: what are people doing in their car?
  • Trip data: where are people going?
  • Demographic data: who are these people?

With 11 million cars on the road, each one feeding back various pools of data, diving into those four streams of information should, theoretically, provide rich tools for brand stewards.

In fact, as Park told delegates at the Association of National Advertisers’ (ANA) 2019 Data and Measurement Conference, distinct owner-to-owner preferences limit any attempts at generalized conclusions.