“I don’t go to the DMS when I need data. I just go to what we’ve built in TARGIT.”
Truck and Trailer
Doggett Truck Group Streamlines Reporting and Boosts Operational Visibility with TARGIT
Doggett Truck Group
About the Company
Doggett Truck Group, a line of business within Doggett Equipment Services Group, operates a large network of trucking dealerships across Texas and Arkansas. Doggett Equipment Services Group includes multiple lines of business such as Doggett John Deere in the construction equipment space, Doggett Ford in the automotive space, and Doggett Toyota Lift for material handling equipment. Doggett employs approximately 1,500+ full-time employees in 37 locations across Texas, Louisiana, New Mexico, and Northern Mexico. The company is headquartered in Houston, Texas and has divisional headquarters in Baton Rouge, Louisiana and San Antonio, Texas.
Their Challenges
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Limited Access to Data: Procede, Doggett Truck Group's Dealer Management System (DMS), captures a large amount of data, but it's challenging to extract that data for reporting and analysis.
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Siloes Between Business Units: Before TARGIT, there was no unified approach to reporting across the organization, making it difficult to establish benchmarks or regularly monitor performance.
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Heavy Reliance on Excel: Reports lived in static Excel files created by different team members, which led to inconsistencies in structure, accuracy, and interpretation of key metrics.
Our Solution
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TARGIT's business intelligence (BI) platform integrates directly with Procede, so data is more accessible and automatically reflected in all reports and dashboards.
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By implementing TARGIT at multiple lines of business within Doggett, the BI team was able to standardize key metrics, reporting structures, and end-user training.
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Automated reports and dashboards help teams save time on report prep while equipping them with accurate, timely business insights.
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TARGIT's secure, role-based access controls protect sensitive data as it moves across departments, locations, and business units.
The Challenge: Disconnected Systems and Limited Data Insight
Before TARGIT, reporting at Doggett Equipment Services Group was highly fragmented. Each business unit, including Doggett Truck Group, managed its data independently. Teams relied on disjointed systems and Excel sheets to keep track of important figures and develop performance reports. This approach took up a lot of time and made it difficult to establish consistency, compare performance, or gain a holistic view of the business.
Key challenges included:
- Siloed data across multiple systems and divisions
- Inconsistent, manual reporting processes
- Limited visibility into KPIs and operational performance
- Difficulty comparing locations, departments, and trends over time
"Everyone was doing their their own thing when it came to reporting. We have several businesses, and each one was using wildly different technology and working from very different levels of maturity within those technologies." - Danilo Rufino, Director of Business Intelligence
For Doggett Truck Group specifically, the biggest challenge was accessing the wealth of data inside of the Procede dealer management system (DMS). Controller Dustin Smith explains that while critical information related to sales, accounting, service operations, and more was being generated inside of Procede every day, exporting it took significant time, effort, and technical skills. “Procede is great for accounting data, but it’s not a go-to resource to see KPIs in an easy-to-digest way.”
Why Doggett Chose TARGIT
Doggett evaluated multiple BI solutions, and ultimately selected TARGIT for three key reasons:
1. Industry Expertise and Understanding of Dealership Metrics
Unlike generic BI software vendors, TARGIT offers tailored reporting solutions for various types of dealers, including heavy equipment, automotive, and trucking dealers. These solutions are backed by a consulting team that also demonstrates a deep understanding of dealership space.
“Instead of talking about technology during the sales process, we were talking about the metrics that make sense within our industry,” Danilo explains. This industry alignment helped Doggett accelerate time-to-value and start tracking important numbers in their heavy equipment division right away. Over time, they rolled TARGIT out to Doggett Truck Group and other dealer groups within their business.
2. Ability to Integrate Multiple Source Systems into One Platform
With multiple Lines of Business tracking different numbers and using different dealer management systems or other software tools, integration was another critical capability on Doggett's BI wish list. The organization needed a one BI solution that could:
- Bring data together across all business units
- Provide a unified reporting layer
- Scale across the entire organization
TARGIT delivered a fully integrated platform that eliminates the need for multiple tools. As Danilo shares, “Everything is within TARGIT… I don’t have to use multiple software tools to make a dashboard work.”
3. Ease of Use and Scalability
Doggett also wanted a solution that could be rolled out to the entire organization, not owned by a small group of technical experts. TARGIT delivers this through:
- Easy report and dashboard creation
- Intuitive interface for business users
- Scalable report distribution for various user groups
How Doggett Truck Group Uses TARGIT Today
TARGIT is now embedded across multiple lines of business at Doggett, and in nearly every department at Doggett Truck Group. The reports and dashboards support both the day-to-day execution of key business operations and strategic decision-making at the executive level.
Cross-Department Visibility
Doggett has built dashboards and reports across key areas:
- Finance: P&L, balance sheet, and KPI tracking
- Service: technician performance, time utilization, WIP
- Parts & Inventory: operational metrics and trends
- Sales: new, used, and trailer performance
Managers can access relevant dashboards on demand, while automated reports distribute critical information to relevant team members. Dustin checks TARGIT on a daily basis, and uses it as his ultimate source of truth when it comes to data and business performance: “I don’t go to the DMS when I need data. I just go to what we’ve built in TARGIT.”
Reporting in the Service Department
The service department is one of the biggest users of TARGIT within Doggett Truck Group. Because service revenue depends on how effectively technician time is utilized, the team relies on TARGIT to monitor billable hours, technician productivity, revenue per labor hour, and other key metrics. These insights allow leaders to quickly identify inefficiencies and improve performance.
As Dustin explains, timely data is essential to keeping the service department profitable and running smoothly. “The only thing you really have to sell is somebody’s time…so it’s critical to understand what’s happening to it.”
Internal and External Benchmarking
Doggett also uses TARGIT to benchmark performance by comparing stores and regions internally, as well as overlaying industry benchmark data on top of their own to evaluate success compared to the market.
Dustin explains that this additional layer gives the group a better understanding of where they're succeeding and where there's room to improve, while also giving them attainable goals to work toward. “We’re not just looking at our performance; we’re measuring it against what good looks like.”
The Impact: A Complete, Up-To-Date Picture of Performance
Since implementing TARGIT, Doggett Truck Group has transformed how it accesses and uses data across the business. Reporting is now standardized across locations, with consistent KPIs and dashboards providing a single source of truth for both operational and financial performance.
Instead of relying on outdated or incomplete reports, teams have immediate access to the metrics they need, so they can use that information to identify trends, spot issues early, and make faster decisions.
At the same time, the organization has reduced its reliance on manual processes, moving away from Excel-based reporting toward automated, centralized reports and live dashboards. This shift has improved efficiency while also helping Danilo and his team build more trust in the data they analyze and share across the business.
TARGIT gives finance and operations access to the same data, and the confidence that they are working from accurate, up-to-date information. And Dustin emphasized the value of having a dedicated BI solution by sharing: “I can’t imagine trying to operate without having a BI system in place after this experience.”
Looking Ahead
Danilo and Dustin have plans to expand the use of TARGIT across Doggett Truck Group and the larger organization. Key goals and initiatives in the month ahead include:
- Building dashboards for trailer and used equipment sales
- Expanding period-over-period analysis (monthly, quarterly, yearly)
- Enhancing trend analysis and forecasting capabilities
With TARGIT, Doggett has gained the visibility, consistency, and agility needed to drive performance across a complex organization and position itself for continued growth.
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