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


Business Need

Grow advertising sales revenues.

Reduce the cost of managing dealer and manufacturer relationships.

Improve data governance.



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.


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.


Products & Services

Informatica MDM

The true end-to-end MDM solution tackles complex issues head-on with complete and accurate views of complex business-critical master data and relationships.

Informatica Address Verification

Parses, cleanses, verifies & standardizes global address data and appends country codes for global address validation.

Success Stories

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