Turning Dealer Data Into Predictive Power: A Conversation With Ken Garff Automotive 

Key Takeaways for Dealers: 

• Use data to predict buyer behavior, not react after sales opportunities are missed 
• Enrich your customer file to enable more targeted, higher performing campaigns 
• Focus on engagement and appointment rates to connect marketing to dealership results 
• Choose a data partner that aligns to your goals and delivers actionable insights 

Wendy Englehardt, host and Strategic Development Manager at automotiveMastermind, sits down with Larry Goering, Vice President, IT Operations for the Ken Garff Automotive Group and Natalie Hill, automotiveMastermind’s National Enterprise Account Director to discuss how dealers can turn data into a competitive advantage and what it really takes to do it well. 

Larry shares that Ken Garff’s partnership with automotiveMastermind began in 2018, starting with the onboarding of Porsche Audi Lehi and expanding across additional stores. Since then, the relationship has evolved from data usage into a more strategic, predictive approach to dealership marketing and customer engagement. 

Move From Guesswork to Predictive Dealership Marketing

One of the biggest benefits Larry highlights is the ability to become predictive instead of reactive. By leveraging automotiveMastermind’s data to enrich customer profiles, Ken Garff can identify customers who are likely entering or approaching the market, and engage them earlier in the buying journey. That means more relevant personalized messaging, better timing, and stronger connections long before customers step into the dealership showroom. 

To measure success, Larry points to engagement rates and appointment rates as key performance indicators. These metrics help ensure marketing efforts are driving real dealership activity, not just impressions or clicks. 

Why Data as a Service Delivers Real Dealer Value

The conversation also explores how Data as a Service (DaaS) supports smarter decision making. Ken Garff ingests automotiveMastermind data directly into its own data environment, using insights like Buyer Predict Scores (BPS) and behavior drivers to fuel highly targeted automotive marketing campaigns. Natalie shares that stores see strong adoption and performance because these scores help sales teams focus on the customers most likely to act. 

When advising other dealers on choosing a data partner, Larry emphasizes starting with clear goals, understanding internal capabilities, and validating data quality before committing. When it comes to recommending automotiveMastermind, his message was clear: the depth of the data, the impact of the scores, and the strength of the partnership make a meaningful difference. 

The bottom line for dealers? With the right data and the right partner you can market smarter, engage earlier, and drive better results across your entire dealership operation. 

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