Atlanta-based, created in 1997, is the Internet’s ultimate automotive marketplace and consumer information website. aggregates in a single location millions of new cars, used cars and certified pre-owned cars from thousands of auto dealers and private sellers and is a leading online resource for auto dealers, individuals and manufacturers to advertise and market their vehicles to in-market shoppers.


  • Grow advertising sales revenues
  • Reduce the cost of managing dealer and manufacturer relationships
  • Improve data governance
The business case for Informatica MDM was based on two key criteria: driving increased advertising revenue and cost avoidance. We measure the impact of Informatica MDM on both of these in multiple millions of dollars.
— Scott Salter
Senior Director of Enterprise Data and Shared Services


  • Led to anticipated multimillion-dollar increase in on-line advertising revenues
  • Created reliable, single version of dealers and vehicle manufacturers
  • Increased value of data by making it relevant, holistic, and trustworthy
  • Reduced cost of data by increasing advertising sales effectiveness
  • Lowered time and resources involved in navigating overlapping customer records
  • Introduced enterprise-wide, proactive master data governance
  • Gained future extensibility through adoption of other relevant MDM domains

Technologies Used

  • Provides flexible multidomain MDM technology to enable rapid deployments and extensibility across the enterprise.