Automotive retailers are under pressure. Margins are tighter, inventory dynamics remain unpredictable, and shoppers expect hyper-personalized outreach across every touchpoint. In that environment, broad demographic targeting simply doesn’t cut it.

DAS Technology is betting that deeper data integration will.

The company announced a strategic collaboration with Experian, integrating Experian’s automotive audience segments and predictive insights directly into the DAS Technology Customer Data & Experience Platform (CDXP). The goal: give dealers a unified, AI-driven system to identify in-market shoppers, activate high-intent audiences, and convert opportunities across both sales and service—without juggling disconnected tools.

From Fragmented Data to a Single System

At the center of the collaboration is native integration. Rather than exporting data between platforms or layering audience files onto campaigns manually, Experian’s automotive intelligence is embedded directly within the DAS CX Platform.

That includes household-level visibility into:

• Verified vehicle ownership

• Equity position

• Purchase timing signals

• Service lifecycle indicators

For dealers, this means knowing not just who owns what, but who is likely equity-positive, approaching trade-in windows, overdue for service, or in-market for a new vehicle.

“Dealers are navigating tighter margins and higher expectations, which makes precision and automation non-negotiable,” said Jason Barrie, COO of DAS Technology. “By integrating Experian’s industry-leading automotive audience segments directly into our AI-native CX Platform, we’re delivering a connected system that reveals true market opportunity and drives more efficient, profitable sales and service execution.”

In practical terms, the integration aims to eliminate the typical martech sprawl common in automotive retail—separate CRM tools, data brokers, ad platforms, and follow-up systems stitched together with manual processes.

Targeting Based on Ownership and Equity, Not Guesswork

One of the more compelling aspects of the integration is the shift away from generic demographic targeting toward verified ownership and intent signals.

With Experian’s data fueling the DAS platform, dealers can:

• Build conquest and retention audiences based on real ownership, equity, and in-market signals

• Activate personalized campaigns aligned to inventory, offers, and shopper timing

• Automate lead prioritization across internet, phone, and showroom channels

• Identify service and trade-up opportunities, including equity-positive owners and recall-eligible vehicles

• Measure performance across audience strategy, campaign execution, and actual sales/service outcomes

In a market where ad costs remain high and digital competition is intense, concentrating spend on verified high-intent households can materially reduce wasted impressions.

“Automotive retailers need precise, actionable insights to compete effectively in today’s market,” said John DeMarco, Senior Vice President of Experian Automotive. “Our collaboration with DAS Technology puts Experian’s rich automotive audiences to work inside a powerful engagement platform, so dealers can focus their spend on the most likely buyers and high-value service households, increase conversion, and build long-term customer relationships.”

AI-Native Engagement and Automation

DAS Technology positions its platform as AI-native, connecting search, engagement, lead response, social management, inventory merchandising, and customer intelligence into a single environment.

By layering Experian’s predictive insights into that ecosystem, the platform can automatically:

• Prioritize leads based on equity and purchase likelihood

• Trigger lifecycle-specific messaging

• Route opportunities to the appropriate team

• Launch retention or service campaigns without manual segmentation

The integration also addresses a long-standing pain point in automotive marketing: disconnected measurement. Dealers often struggle to link audience targeting decisions with real-world sales and service outcomes.

DAS says the combined solution provides dashboards that connect audience strategy to campaign execution and actual transaction results in one place—bringing visibility to ROI in a way many dealer groups have historically lacked.

Industry Context: Data Is the Competitive Edge

Automotive retail has become increasingly data-driven over the past decade. Yet many dealerships still rely on layered point solutions—one vendor for equity mining, another for CRM, another for paid media, and separate tools for service reminders.

Meanwhile, major players like CDK, Cox Automotive, and Salesforce have continued expanding platform ecosystems aimed at centralizing dealer operations and marketing.

The DAS–Experian collaboration reflects a broader industry push toward consolidation and real-time activation of high-quality third-party data within engagement platforms.

Experian has long been a major player in automotive data, providing credit, ownership, and market intelligence insights across lenders, OEMs, and retailers. Embedding that data natively into a CX platform aligns with the industry’s move toward faster, AI-enabled workflows rather than static audience files.

The emphasis on equity signals is particularly timely. With vehicle prices elevated and many consumers holding positive equity positions, identifying trade-up opportunities has become a central growth lever for dealers.

High-Impact Outcomes for Dealer Groups

According to DAS Technology, dealers leveraging the integrated solution can expect:

• More qualified opportunities driven by verified ownership, equity, and intent data

• Higher engagement and conversion through automated, personalized follow-up

• Reduced marketing waste by concentrating spend on true market opportunity

• Greater operational efficiency through automated prioritization and outreach

For multi-location dealer groups, efficiency gains can be especially significant. Managing thousands of leads across rooftops demands prioritization and routing logic that manual systems struggle to handle at scale.

By combining predictive insights with AI workflows, DAS is positioning its platform as not just a marketing tool but an operational engine.

Scale and Market Footprint

DAS Technology reports supporting over 9,300 dealers, retailers, partners, and OEMs over the past sixteen years. The company integrates with more than 270 automotive and marketing platforms and says it supports approximately 37% of U.S. automotive retail transactions.

That scale gives the Experian integration meaningful distribution from day one. Rather than a pilot-stage collaboration, this is an enhancement layered onto an already widespread dealer footprint.

The Bottom Line

As automotive retail grows more competitive and cost-sensitive, precision targeting and automation are shifting from optional upgrades to baseline expectations.

By embedding Experian’s automotive audiences and predictive insights directly into its AI-native CX platform, DAS Technology is offering dealers a tighter feedback loop between data, engagement, and measurable outcomes.

For dealers trying to stretch every marketing dollar while capturing high-intent buyers at the right moment, that tighter loop could make all the difference.

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