8CIOReview | | SEPTEMBER 2022IN MY OPINIONDATA INTEGRATION THOUGHT LEADERSHIPBy Matt Meier, EVP, Chief Digital and Data Officer, Driven BrandsIn the car care industry, data and digital customer experience represent a new frontier. Consider your experiences in the automotive aftermarket. Your vehicle requires service to keep it safe and operational over its lifetime: regular maintenance; car washes; fixing dents, windshields, or paint; having it repaired if something goes wrong. Most of these services aren't connected; they are individual service shops in a highly fragmented industry. While these shops may understand the value of leveraging the data they have to scale and grow, they often lack the means or the ability to do it. The result is uncharted territory, and a prime opportunity for Driven Brands. Driven is a newly public portfolio company in the automotive aftermarket. We have built an enterprise with the most comprehensive collection of car care services in the industry. Drivers can get their cars washed, their oil changed, their car repainted, their auto glass replaced, and their dents fixed all under the Driven umbrella. Through the services we provide, we learn a lot about our customers and their households ­ the kind of cars they drive, the condition of their vehicles, their service history, the likelihood of additional service needs, and how they prefer to be contacted. To illustrate this point, we talk about Mary, a representative customer at one of our Take 5 Oil Change locations. We've learned a lot from Mary in the six times she's visited Take 5 Oil Change in the past three years. We know she drives a 10-year-old Ford Fusion with 90,000 miles. We know she lives 2 miles from a Take 5 Oil Change, and we know she lives just as close to two competitors. On her most recent visit, Mary upgraded to high-mileage oil, indicating she's willing to invest in her vehicle. Having this data itself doesn't add tremendous value to our enterprise. The value lies in integrating that data ­ in leveraging it to unearth important customer insights with the potential to drive future business opportunities. As our company has scaled, our leaders recognized this untapped potential and created the role of chief digital and data officer ­ the role I assumed in late 2021 ­ to help Driven build a powerful digital business that would be the first of its kind in the automotive aftermarket. Matt Meier
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