Product communication in the automotive aftermarket has always been considered demanding and complex. With the development of online channels, this complexity has now increased even further. Today, manufacturing companies are faced with the challenge of having to consistently serve a wide variety of online and offline channels and also supply third-party providers such as eBay with high-quality product content. At the same time, global competition is forcing them to become more efficient in their marketing and sales processes. The solution here is Data analytics. Product and customer data play a key role here, as well as location and competitor data. This allows the market landscape to be segmented and the individual markets to be processed with precisely tailored product messages. Using data such as VIO (Vehicles In Operation) from TecAlliance, manufacturing companies can access global vehicle market data and, in turn, find out, how many vehicles are registered in a regional market – or gain insights through TecDoc what the competition is offering. This means that strategically important decisions can be made about the product range on offer and local demand can be better met.