Tuesday, November 19 Workshops

Round One

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11:15AM – 12:15PM

Tim Cox

Tim Cox

CarNow

Your Direction “NOT YOUR INTENTION” Determines Your Destination

The buzz words over the last year or so have been “Digital Retailing”. The words themselves can mean different things for different dealerships. We will be taking a deep dive on real analytics from real stores. You will leave with a clear roadmap. Whether you’re taking your first step or you’ve been driving a while.

Michael Perugi

Michael Perugi

Scot Richardson

Scot Richardson

Acxiom

Multi-touch attribution: Midas touch vs. Last touch measurement from unified authenticated data

Unified Authenticated data layers are needed to help drive your OEM and tier 2&3 customer touch points toward identity resolution and the industry’s new multiples of “real identity” of your customer. But do you really have a true view of every step that leads to the sale or retention of your customer?

Utilizing a people based approach based on individual-centric datasets and a deterministic identity management approach is how we differentiate ourselves from a cookie-based or device based approach. This privacy-compliant manner provides the next evolution for measuring the customer lifecycle from your sales and service levels.

Multi-Touch Attribution lets the data speak for itself, and our 5-step process links all customer touch points from automotive media and endemic sites, and uncovers the true winners and losers across your paid, earned and owned media. Providing a personalized experience leveraging the full enhanced view of the customer is the future of your communications and success with the future buying generations.

Glenn Pasch

Glenn Pasch

PCG Digital

Updating your CRM and Showroom Process To Maximize Digital Retailing

With DR taking center stage for consumers, dealers need to adapt current processes, both online and in the showroom to make sure their team picks up where the customer left off. Glenn will share current strategies that have been working for dealers across the country. Glenn will also provide a checklist for all attendees so they can return and audit their dealership’s current process. If DR is going to succeed for your dealership, you need to see this workshop.

Frankie Russo

Frankie Russo

360º Auto

Start with the END in Mind: Intelligent Attribution
  • How to utilize 1st party and 3rd party data to identify targets earlier
  • How to coordinate your Dealerships sales and marketing efforts with advertising and attribution
  • Understanding Why the full path to purchase story matters more now to attribution models than ever before

Round Two

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1:30PM – 2:30PM

Ben Hadley

Ben Hadley

Prodigy

The Button is Only as Powerful As the Process Behind It

In this workshop, we’ll work together to create a playbook that you can reference to make sure you are ready for digital retailing. We’ll cover…

  • How to change your mentality to properly implement digital retailing
  • What practices should be in place before you attempt digital retailing
  • How to maintain or increase profit with digital retailing
Len Short

Len Short

LotLinx

Retail Automotive: The Rise of the Machines

As margin compression escalates, retailers and OEMs are turning to AI-powered solutions to drive marketing and supply-chain efficiencies. Len Short, Founder and Chairman of LotLinx, an automotive inventory marketing technology company will discuss key industry trends, unit-cost drivers and the powerful new mar-tech solutions built to combat them.

Key Takeaways:
● A good thing gone bad: Dealers are hitting the price button way too often
● The internet changed everything, including the ”Price Elasticity of Demand”
● The boy who cried “Sale”: what if you ran a sale and nobody came… every day?
● Flip the script: The future, and margin is in the “Demand Elasticity of Price”

Kerri Wise

Kerri Wise

Andrew Gordon

Andrew Gordon

TrueCar

Merging the Online and Offline experience: How to Deliver a Seamless Retail Experience for the Digital consumer

Most dealers are very comfortable selling cars in the showroom. But in order to connect with today’s digital consumer, it’s critical to merge the online and offline experiences. This session will share consumer insights on the preferences of today’s digital consumer and identify some specific opportunities for dealers to create a seamless retail process by bringing the showroom online and the digital experience in the showroom.

AJ Brown

AJ Brown

Alyson Sprague

Alyson Sprague

John Karpinski

John Karpinski

iHeartMedia and LeadsRx

Turbocharge Your Radio Spots. The Top 5 Attribution Secrets Discovered From Over 300 Automotive Advertisers.

Dealers and their agencies often struggle to know the best way to allocate ad budget when it comes to radio. From day-of-week and dayparts to programming and creative, the permutations of options can be overwhelming. And, with the auto industry spending more on radio than the average from all other industries, it’s important to make the right choices without guessing. This workshop presents the attribution results from a study of over 300 automotive advertisers and reveals the top five optimizations that will turbocharge the impact of radio for higher web lift.