Curator identifies and refines leads based on customer website behavior and adds them directly to the CRM before customers fill out a lead form. Chief among these upgrades is a new way to identify and, more importantly, refine leads based on customer behavior before they ever contact the dealership. “We call those leads Data Ups,” said Brad Title, president of Gubagoo. “Data Ups give dealers the first shot at business before a customer has a chance to shop around. “You’re helping them instead of just chasing leads.”Additional enhancements to the Curator Data Hub, where data hygiene updates and the Unified Customer Profile can be seen, are also being released as part of Gubagoo’s focus on data in action at NADA.