Customer data

How much of your DMS is out of date?

Customers sell, trade and move. Estimate how many records in your DMS no longer match the vehicle on file, what you spend reaching them, and how many more customers a cleanup lets you reach.

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Your DMS

Customer records

Years of history

Records where the customer no longer owns the vehicle

In a DMS with 10 or more years of history, about 40% of vehicle transactions are likely no longer owned by the customer on file (Pasch Group, Automotive CDP Planning Guide, 2024). We scale that by your years of history until you type your own figure.

Your marketing

Paid touches per customer a year

Mail, email, texts and ad impressions you pay for.

Average cost per touch

Example: a blend of mail and digital.

Match rate on Google and Meta customer lists

In Google Ads and Meta audience details. Example.

What out-of-date records cost you

Pasch Group and TransUnion check this for free. Get a free DMS audit

See the breakdown

How we work it out

Out-of-date records are your customer records times the share where the customer no longer owns the vehicle on file. Wasted spend is those records times your paid touches a year times the cost of each touch.

After a cleanup, Pasch Group’s Automotive CDP Planning Guide puts the possible lift in Google and Meta match rates at 25% to 35%. We apply that to your current match rate, capped at 95%, and show how many more customers that reaches.

The 40% figure is about vehicle ownership only. Changed addresses, phone numbers and email addresses add to the problem.

What moves the number

Check who still owns the vehicleA data provider can compare your records with current ownership and contact data and flag the ones that have moved on.Get a free DMS audit
Stop marketing sold vehiclesSuppress records where the customer no longer owns the car from service and equity campaigns.What equity mining needs
Load clean data into your CDPA customer data platform is only as good as the records going in.Read the CDP buyer’s guide

Questions

Why does DMS data go out of date?

Customers sell or trade vehicles privately, move, and change phone numbers and email addresses. None of that reaches your DMS unless they come back to you.

What is a match rate?

The share of the customers you upload to Google or Meta that the platform can match to its own users. Out-of-date and incomplete records lower it.

How do I clean my DMS data?

A data provider can compare your records with current vehicle ownership and contact data, flag owners who no longer have the vehicle and update contact details. Pasch Group runs a free DMS audit with TransUnion.

Sources

Automotive CDP Planning Guide, Pasch Group (2024)

Updated October 11, 2026

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