Data the differentiator in mature automotive market says Google

Automotive marketers need to start using data more effectively to gain a competitive advantage, Google Australia’s industry head for automotive, Cathy Collins, told the Mumbrella Automotive Marketing Summit yesterday.

“If you think of the cars themselves, they are all at the same level of consistency and sophistication,” Collins said. “If you look at any segment there are multiple brands, all of them similar sounding that are vying for consumer attention.”