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AutoTrader.com

AutoTrader.com is the Internet’s ultimate automotive marketplace and consumer information website. The firm aggregates millions of cars from thousands of dealers and private sellers, and is a leading resource for dealers, individuals and manufacturers to advertise and market their vehicles.

“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, AutoTrader.com

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Business Need

Grow advertising sales revenues.

Reduce the cost of managing dealer and manufacturer relationships.

Improve data governance.

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Challenges

Reliance on a homegrown, outmoded MDM system that lacked any form of data governance.

Almost one third of the staff at liberty to open a new customer account record.

Homegrown system couldn’t handle data governance requirements of certain business processes. For example, if a dealer bought ads for all 100 of its dealers, the system forced the manual creation of 100 dealers.

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Solutions & Results

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.

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Technologies Used

Master Data Management

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

Success Stories

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Fannie Mae

Informatica helped Fannie Mae ensure clean and correct data is collected and integrated from 100+ data sources

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Saint Gobain

Deployed Informatica PIM to bring a high quality, authoritative view of entire product portfolio and the relationships between them

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KnowledgeBase Marketing

Marketing data provider uses Informatica Identity Resolution to perform high-volume, accurate identity matches; embed search-and-match directly into applications.