Monday, November 18 Workshops

Round One

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1:30pm – 2:30pm

Sean Kervin

Sean Kervin

Roadster

5 Data-Driven Reasons Why Digital Retailing Needs a Champion

Many dealers hope that plugging a digital retailing solution into their existing websites will quickly boost their sales. But the reality is that technology is not a silver bullet. It can facilitate many things, but it’s how you use it that matters most.

That’s why your store needs a Digital Retail Champion — someone who’s committed to and incentivized by the success of the digital retailing process. Dealerships with strong champions experience 4x more engagement with digital retailing than those without this role.

In this interactive session we will explore the following:

  • The many benefits of having a Digital Retail Champion in your showroom
  • The responsibilities of a Champion and how to identify or hire one at your store
  • The performance data behind this role and 5 different areas where stores with Champions outperform stores without them.
John Ruble

John Ruble

Conversica

The Scale and Scope of Artificial Intelligence Attribution and Augmented Workforce

Learn how A.I. is changing the way we view, digest and utilize data along with new visibility into critical KPI’s.  Also how an augmented workforce creates greater efficiency and happier customers while maintaining lower costs in today’s digital landscape.

Ian Isch

Ian Isch

Edmunds

Modern Shoppers’ Behavior and The Digital Footprint They Leave Behind

In this session, we will explore:
• Insights into how the modern shopper behaves
• Actionable items to market to those modern shoppers
• Using metrics to understand these consumers and their behavior on dealers’ websites as well as third party sites
• Using advanced data to identify the shoppers’ true path to purchase

Kevin LeSage

Kevin LeSage

Cox Automotive

Merchandising Made Easy

When it comes to merchandising, strategy can get pretty ambiguous. Where to start? What’s most important? What’s going to drive the most showroom visits? It’s time we make this easy, transparent and actionable. Come visit Kevin LeSage at his AAAS workshop to learn about a new analytics measurement tool you can use to manage your merchandising and improve your customer experience online.

Brian Pasch

Brian Pasch

Brian Pasch

Fixed Operations Marketing: Modern SEO and Social Media Strategies That Work

Brian will be hosting a workshop for Fixed Ops Directors and Managers who want to increase the dealership’s visibility for service, parts, and accessories shoppers. It is time to get serious about Fixed Ops marketing and measurement so Brian will be focusing on developing strategies that can be measured by the cost per dealership visit.

Round Two

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2:30pm – 3:30pm

 Denise K. Casagrande

Denise K. Casagrande

PCG Digital

Introducing Facebook Analytics: A New Tool For Marketers

Attribution has been a struggle through Facebook and Instagram advertising, yet as the platform advances itself to provide new tools and metrics that will be most beneficial to marketers it’s important to stay ahead of the curve. Join Denise in her workshop at AAAS where she will be giving you a starter guide to Facebook Analytics. You’ll walk away understanding how to set up proper events to measure actions taken on your website through event set up and pixel data, and she’ll talk about looking at your campaigns as a means to create new audiences.

Colleen Harris

Colleen Harris

CDK Global

Finding More Sales in Your Data: Connecting Digital to the Showroom

Have your digital strategy and the goals you set for your dealership evolved along with your customers’ shopping behavior? Learn strategies to navigate the complexity of translating digital traffic to showroom visits, what to be wary of, and how to judge performance and attribution using Google Analytics.

Leave this session with right the questions to ask digital marketing vendors about how they support your digital goals, and the best practices for turning digital data into buyers.

Devin Daly

Devin Daly

SpinCar

How Shopper Data is Fueling the Dealership of the Future

While the internet has brought massive disruption to the auto industry, it has also created fundamentally new opportunities for dealers who are willing to embrace the changing landscape. Chief among these is a rich new set of first-party shopper data that is powering more personalized interactions and smarter investments. In this workshop, you’ll learn how your dealership can generate its own proprietary shopper behavioral data, and use this data to create a competitive advantage through better merchandising, sales, digital marketing, and measurement.

Brian Pasch

Brian Pasch

Brian Pasch

Optimizing Google My Business Listings to Attract More Shoppers for Free

Dealers we are tired of paying for high quality web shoppers should attend this workshop to increase free, high quality local shopper traffic. All dealers already have a Google My Business listing but 9 out of 10 do not have it configured properly to maximize local search visibility. Brian will be sharing his latest research and clarify the mysteries around local SEO to help dealers gain a competitive edge. All attendees are encouraged to bring an tablet or laptop with access to their Google My Business account so they can fix things right inside the workshop.