Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: http://read.dmtmag.com/i/340589
15 W W W . T R U C K P A R T S A N D S E R V I C E . C O M J u l y 2 0 1 4 | T R U C K P A R T S & S E R V I C E T oday's world is fi lled with data. Every result is tracked; every purchase is recorded. The trucking industry is fi lled with data, too. But with so much in- formation fl ying around, it can be tough to make sense of it all. So tough that until very recently, the aftermarket avoided most of it. "I think most independent [aftermarket businesses] are starting to wake up to the fact they can't ignore this data anymore," says Patrick Seeburg, product man- ager, truck group at MOTOR Information Systems. "But there's so much informa- tion out there, a lot of [aftermarket businesses] don't know where to start." To avoid a data overload, it's a good idea to wade in slowly. Data is most valu- able when it's clearly understood. Aftermarket companies willing to learn about the data available to them are most likely to appreciate it, and use it to implement positive changes in their busi- ness. Data sources All areas of the trucking industry produce data. The most valuable sources of data in the aftermarket are aftermarket businesses, suppliers, customers and indepen- dent data recording organizations. Distributors and service providers create a spectacular amount of valuable data in their businesses. "The aftermarket has always collected data and used data," says Edward Kuo, director of sales, motor vehicles at Datalliance. "They might not have viewed it [as data] the way we do today, but they've always been using it." Examples include part sales, customer purchasing and service orders. This is the data the aftermarket is most familiar with, and most likely to use, Seeburg says. "Everyone [in the aftermarket] tracks earns and turns," he says, "because you have to know how fast you're moving products." Suppliers also are a great source of data because they are able to identify sales trends and customer purchasing strategies on a national level. Making that data available in their distribution channel can help distributors grow and better iden- tify areas where they can improve. There's no shortage of customer data, either. Seeburg says today's fl eets are tracking and recording nearly everything. While fl eets use most of this data to improve fl eet utilization and driver performance, some newer technologies such as electronic on-board recorders and telematics, as well as vehicle maintenance reporting standards (VMRS) offer dramatic improvements to service diagnostics and repair. Fleets looking to outsource maintenance require aftermarket partners capable of accepting and dissecting this information. "Data is only valuable if you can make it actionable for your people," says Ste- ven Bryan, founder and CEO at Vigillo. "You have to be able to use it." Cover Story