MAXDigital was launched in late 2010 to power the transformation of the car shopping process. Since its founding MAXDigital has undertaken annual research on the consumer buying process including unique and proprietary approaches not typically found in existing automotive research. This work has yielded dramatic insights which are responsible for the remarkable success of our product innovations. Our first company, FirstLook, transformed the inventory management, pricing and procurement processes for auto dealerships by introducing sophisticated yet easy to use analytics. FirstLook was recognized as the #4 fastest growing software company in Inc. Magazine’s 2008 Inc. 500 rankings (the highest ranking every achieved by a Chicago based software company). Our work at FirstLook required us to become experts in the byzantine world of automotive data. We have built on this foundation in creating MAXDigital and bring tens of years of expertise in this challenging but critical capability. MAXDigital was recognized as one of the fastest-growing software companies in the U.S. by Inc. magazine in its 2014 Inc. 500 rankings.