Every day local shoppers see your inventory in online ads and on your website. The average VIN sitting on your lot is presented hundreds of times. What if you knew who was looking at a particular VIN, how long they were looking or how often? What if you knew which VINs were getting the most activity? Would you merchandise them differently? Would you price them differently?
Understanding the journey that a VIN takes online – from the time it hits your inventory to the time it leaves your lot – can help you be more efficient with your advertising, more effective with your sales processes, and ultimately more profitable. Building on the “Consumer Journey” research that was presented at the 12th Digital Dealer Conference and Exposition, Max Steckler, vice president of advertising at Cobalt and David Winter, vice president of Cobalt’s Business Intelligence Center of Excellence and data science organization, will explore the characteristics of several “VIN Journeys”, as observed and tracked within the massive data warehouse of online shopping activity that is managed by Cobalt. Max Steckler and David Winter are sharing their expertise with you.
What will you learn and what action items will you take back to the dealership?
1. Learn how to tailor your advertising and focus your message on the VINs that a shopper has shown interest in.
2. Learn how to make your sales process more personal and effective based on the online shopping activity of your ups.
3. Learn to make smarter merchandising and pricing decisions to become more profitable.
Max Steckler is the vice president of advertising at Cobalt, and is responsible for strategy and solutions development for Cobalt’s digital advertising products. His team has pioneered the automotive industry’s first dynamic, multichannel, digital advertising solutions that leverage real-time analytics to optimize media mix and content to maximize the production of sales opportunities for dealers.
David Winter is the vice president of Cobalt’s Business Intelligence Center of Excellence and data science organization. In his role, he is responsible for all reporting and analytics for Cobalt’s manufacturer and dealership clients. Winter is a strong advocate of simplifying the intelligence that is harvested from the automotive advertising ecosystem so that it becomes actionable.
13th Digital Dealer® Conference & Exposition Featured Speakers: Max Steckler and David Winter present: The VIN Journey: Game changing insights from the online journey of your VINs – from the time they hit your inventory to the time they leave your lot.
We’re building out the agenda, selecting speakers and topics for more than 100 sessions that are laser-focused on all things digital.
The Digital Dealer Conference & Exposition is the premier educational conference and expo dedicated to Internet and technology solutions for automotive professionals. Digital Dealer events deliver the largest array of speakers, peer to peer opportunities, and exhibit hall offerings – all carefully designed to impart cutting edge business strategies. With an audience of the industry’s most progressive dealers and managers and the most innovative conference format, Digital Dealer provides the ultimate learning and networking environment. For more information, visit: www.DigitalDealerConference.com
