The automotive industry is undergoing a massive transformation, driven by the collection of large amounts of data from products and customers. This data can be used to drive innovation, improve customer experiences, and monetize services. In a recent webinar hosted by the Center for Automotive Research, experts outlined five keys to transforming data architectures: understanding the importance of technology in driving agility and speed; managing the growing abundance of data; using real-time decision engines to ensure compliance with privacy regulations; finding more ways to use data to enrich customer experiences and improve products; and addressing the question of who owns the data. The automotive industry must operate like software companies, leveraging data across the entire organization to transform the driving experience for users.