Ace dose not feel it knows enough about its customer . it cannot easily identity repeat customer at its dealer. it cannot easily determine with prospects have made auto purchases or the percentage of prospects that has been converted into buyers. nor can it identify which customer touch-points have produced the greatest number of sales leads or actual sales so i can focus advertising and marketing more on the channels that generate the most revenue. Are purchasers coming form newspaper ads, form word of mouth, or form the web? Additionally,the firm cannot tell whether its customer are more interested in no-frills car or ones with luxury options