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First-party data has become the foundation for sustainable dealership growth in an era where every marketing dollar must prove its worth. This is data collected directly from a dealership’s own touchpoints such as website inquiries, CRM records, service histories, showroom interactions, social media engagement, and connected vehicle systems. Unlike information sourced externally, it comes from actual customers and prospects who have engaged with the dealership. That makes it both relevant and actionable. For dealers aiming to improve sales performance, refine marketing strategies, and strengthen customer relationships, mastering the use of this data is no longer optional. It is essential.