Here's an example of dealership marketing based on first-party customer data — the data the dealership keeps about its own customers.
A Ford shopper bought an F-150 pickup from Dealership A and is now searching for lease deals on a new truck. But Dealership A's advertising provider doesn't have visibility into the store's sales history, so it doesn't know that its customer is searching for new lease deals and, thus, doesn't work hard to get an ad in front of the shopper.
Dealership B, meanwhile, knows that F-150 shopper is in its primary market area and moves aggressively to show the person an ad for F-150 lease deals.
"The rest is history," Lauren Donalson, senior director of national accounts at dealership marketing provider PureCars, told me. "Once you win the click, you've now won the engagement, you've now won the lead, you've now won the [sale]."