Urban Science believes in the power of data. The Detriot-based company relies on mathematical processes and predictive analytics to optimize client opportunities, explains Chief Marketing Officer Jack Bowen. More than 90 percent of Urban Science's client roster is in the automotive space, he says, and it's an industry that thrives on the data to determine where to place dealerships, where to sell which inventory and what demographics are most likely to purchase.
"We are built on the concept of trying to bridge the world of science and the world of business together," Bowen says.
And it's that philosophy that has propelled Urban Science into relationships with nearly every auto manufacturer worldwide. "The kind of consulting we do is probably a little different. It's based upon leveraging data that typically already exists in the marketplace," Bowen says. "A lot of consultants will be brought in to analyze something, and they'll have to look for primary data or do research. We typically are brought in [and told], 'Hey, we have all of this data. Is there a way that you can help us understand [how to maximize it]?'"
Bowen says there are two key trends in the automotive space right now. The first: consolidation of dealerships. The other is effectively qualifying and responding to leads generated online. Both are areas where data can provide valuable insight, Bowen says.
Going forward, Urban Science is looking at a variety of possibilities. The firm, which has 450 consultants, is looking at expanding its other vertical practices, including financial services, and its geographic locations, with possibly doing more work in China. The firm also is considering broadening its purpose: going from retail market specialists to resource allocators, Bowen says.
The firm also wants to expand in another area: its relationships with other consultancies. "I think there's still an opportunity for a larger firm, like a Bain or an Accenture or a Deloitte that is trying to do work in this space, where we can help them. We are totally open to that."
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