TFB 018: Learn how motors.co.uk used big data to succeed

On today’s show I’m with Dermot Kelleher from motors.co.uk - one of the UK’s leading online car search platforms.This is a bit of a special show for us because Motors is a mature online business and so the learnings Dermot shares in terms of building a digital brand are invaluable for businesses on this same journey, but perhaps at an earlier stage.Crucially Dermot explains why big data informs all their communications decisions and helps them build customer-focused intuitive services.For instance, if you’re buying a regular car do you really care what it’s 0-60 speed is? You’re probably much more interested in the colour and if you can get the kids in it.I really wanted to get Dermot on the show because I know a lot of you guys will benefit from his perspective on the leadership team of a hugely successful digital business. You’re going to learn a lot and understand the systems and strategies you need to put in place now to have massive success online in the future.In a nutshell today’s show is really about where the worlds of big data and communications intersect. Where PR perhaps becomes more of a science than an art form.Here’s Dermot - the man from Motors whose comms strategy is driven by data.