november 17-19automotiveattributionsummit.com/.../aaas_brochure... · 7:00 pm opening cocktail...
TRANSCRIPT
NOVEMBER 17-19 PALM BEACH, FLORIDA
The 2019 Automotive Analytics & Attribution Summit is the first of its kind dedicated to online marketing
analytics and attribution for the automotive industry
Presented by
AUTOMOTIVE
JOIN INDUSTRY LEADERS
BRIAN PASCHBrian Pasch Enterprises
ANDY MACLEAYCox Automotive
SEAN KERVINRoadster
JOHN RUBLEConversica
DENISE K. CASAGRANDEPCG Digital
ALYSON SPRAGUEiHeartMedia
MICHAEL PERUGI Acxiom
RYAN EVERSONGarber Automotive Group
DEVIN DALYSpinCar
KEVIN BACON Comcast Spotlight
TIM COXCarNow
KERRI WISETrueCar
JOHN KARPINSKIiHeartMedia
DENISE CHUDYLivePerson
GINO CIPPERONI Dealer eProcess
SCOT RICHARDSON Acxiom
KEVIN LESAGECox Automotive
LEN SHORTLotLinx
TODD HAUSER Comcast Spotlight
DAN LANSMAN Site Impact
CASSIE BROEMMERCar Wars
JOE CHURADealer Inspire
GLENN PASCH PCG Digital
JOHN FITZPATRICKForce Marketing
COLLEEN HARRIS CDK Global
DEJAN MITKOVSKIGoogle Automotive
FRANKIE RUSSO360º Auto
JENNY YURKOComcast Spotlight
DAN MOOREVistadash
DAVID METTERAutoHook
PAUL DALYCongruent
JEFF BROWNForce Marketing
BEN HADLEYProdigy
AJ BROWNLeadsRx
IAN ISCHEdmunds
JASON HARPERRXA
MICHAEL J. WETHINGTONOutsell
GEORGE NENNIGenerations Digital
SEAN FOYLinnihan Foy
DAVID REGNStream Companies
JAMES GRACEWizely
ALEX SNYDERFRIKINtech, INC.
ANDREW GORDONTrueCar
RON KOCH Autodata
Sunday, November 17th (pre-conference hands-on training opportunities)7:30 AM Morning Worship Service ( Optional )9:00 AM - Part 1 GoogleAnalyticsCertification:Hands-onworkshopwithBrianPasch orGoogleDataStudio:Hands-OnWorkshopWithProductExpertsInAutomotive GeorgeNenni,GenerationsDigital•ColleenHarris,CDKGlobal•RyanEverson,GarberAutomotiveGroup
11:30 AM Lunch12:30 PM – Part 2 (Continuation of Part 1) GoogleAnalyticsCertification:Hands-onworkshopwithBrianPasch orGoogleDataStudio:Hands-OnWorkshopWithProductExpertsInAutomotive GeorgeNenni,GenerationsDigital•ColleenHarris,CDKGlobal•RyanEverson,GarberAutomotiveGroup
2:00 PM Conference Registration Opens4:15 PM ConferenceWelcomeandOpeningRemarks4:30 PM DigitalMarketingReportingChallenge:RoundOne5:00 PM Keynote Address: 2020:TheNewTV’sDataDrivenFuture-Todd Hauser, Kevin Bacon, & Jenny Yurko, Comcast Spotlight6:00 PM General Session Panel: WhatDoesMarketingAttributionLookLikein2019? •DavidMetter,AutoHook•GinoCipperoni,DealereProcess•BrianPasch,BrianPaschEnterprises•JasonHarper,RXA •JeffBrown,ForceMarketing•AndyMacLeay,Dealer.com
7:00 PM OpeningCocktailReception Sponsored by Dealer eProcess
Monday, November 18th – Conference Opens7:00 AM WelcomeBreakfastSponsored by LeadsRX8:00 AM DigitalMarketingReportingChallenge:RoundTwo
8:30 AM Keynote Address:WinterisHere.HowA.I.-DrivenConsumerLifecycleMarketingisYourBestDefenseInA Downturn- Jason Harper, RXA & Mike Wethington, Outsell
10:00 AM General Session Panel:HowShouldDealersEvaluateWebsitePlatforms?WhoistheBest? •GeorgeNenni,GenerationsDigital•JohnFitzpatrick,ForceMarketing•RonKoch,Autodata•JamesGrace,Wizely
10:45 AM Keynote Address: Top5WaysDealershipsUseTextingToTransformTheirServiceDepartment-Denise Chudy, LivePerson11:45 AM Keynote Address: TakeOffTheBlindfold:TenWaysToExposeMarketingWasteandBlunders-Brian Pasch, BPE12:30 PM LunchSponsored by Site Impact1:30 PM BreakoutWorkshops(4concurrent)2:30 PM BreakinExhibitHall3:00 PM BreakoutWorkshops(4concurrent)4:00 PM BreakinExhibitHall4:30 PM Keynote:AttributionCalled,ItWantsItsPhoneBack–Cassie Broemmer, Car Wars & Dan Moore, Vistadash5:30 PM General Session: ClarifyingMarketingAttributionwithDealerVisitsMeasurementsinAnalytics–Dejan Mitkovski, Google Auto 6:30 PM Mainstage Panel:CreatingaModernBrandPromisetoConnectwithShoppers •PaulDaly,Congruent•SeanFoy,LinnihanFoy
7:00 PM CocktailReception Sponsored by Digital Air Strike
Tuesday, November 19th7:00 AM BreakfastSponsored by Congruent8:15 AM Keynote: DataDashboardsGotYouDown?HowtoSpendLessTimeAnalyzingDataandMoreTimeSellingCars– David Metter, Urban Science9:15 AM DigitalMarketingReportingChallenge:RoundThree10:00 AM Keynote:YourBucketHasHoles-HowtoCarryROIThroughTheCustomerJourney- Joe Chura, Dealer Inspire11:15 AM BreakoutWorkshops(4concurrent)12:30 PM LunchSponsored by Gubagoo1:30 PM BreakoutWorkshops(4concurrent)2:30 PM DigitalRetailingConsumerTestingVideos(10ofthebestcompanies)4:00 PM Mainstage Panel: TheRoadtoDigitalRetailingHasManyPotholes •AlexSnyder,FRIKINtech,INC.
5:00 PM ClosingRemarks5:15 PM CocktailReceptionSponsored by Force Marketing
11:30 AM
3:30 PM
WORKSHOPSMONDAY, NOVEMBER 18ROUND ONE | 1:30PM – 2:30PM
5 DATA-DRIVEN REASONS WHY DIGITAL RETAILING NEEDS A CHAMPIONManydealershopethatpluggingadigitalretailingsolutionintotheirexistingwebsiteswillquicklyboosttheirsales.Buttherealityisthattech-nologyisnotasilverbullet.Itcanfacilitatemanythings,butit’showyouuseitthatmattersmost.That’swhyyourstoreneedsaDigitalRetailChampion—someonewho’scommittedtoandincentivizedbythesuccessofthedigitalretailingprocess.Dealershipswithstrongchampionsexperience4xmoreengagementwithdigitalretailingthanthosewithoutthisrole.
THE SCALE AND SCOPE OF ARTIFICIAL INTELLIGENCE ATTRIBUTION AND AUGMENTED WORKFORCELearnhowA.I.ischangingthewayweview,digestandutilizedataalongwithnewvisibilityintocriticalKPI’s.Alsohowanaugmentedworkforcecreatesgreaterefficiencyandhappiercustomerswhilemaintaininglowercostsintoday’sdigitallandscape.
MODERN SHOPPERS’ BEHAVIOR AND THE DIGITAL FOOTPRINT THEY LEAVE BEHIND• Insightsintohowthemodernshopperbehaves• Actionableitemstomarkettothosemodernshoppers• Usingmetricstounderstandtheseconsumersandtheirbehaviorondealers’websitesaswellasthirdpartysites• Usingadvanceddatatoidentifytheshoppers’truepathtopurchase
MERCHANDISING MADE EASYWhenitcomestomerchandising,strategycangetprettyambiguous.Wheretostart?What’smostimportant?What’sgoingtodrivethemostshowroomvisits?It’stimewemakethiseasy,transparentandactionable.ComevisitKevinLeSageathisAAASworkshoptolearnaboutanewanalyticsmeasurementtoolyoucanusetomanageyourmerchandisingandimproveyourcustomerexperienceonline.
FIXED OPERATIONS MARKETING: MODERN SEO AND SOCIAL MEDIA STRATEGIES THAT WORKBrianwillbehostingaworkshopforFixedOpsDirectorsandManagerswhowanttoincreasethedealership’svisibilityforservice,parts,andaccessoriesshoppers.ItistimetogetseriousaboutFixedOpsmarketingandmeasurementsoBrianwillbefocusingondevelopingstrategiesthatcanbemeasuredbythecostperdealershipvisit.
SEAN KERVINROADSTER
JOHN RUBLECONVERSICA
KEVIN LESAGECOX AUTOMOTIVE
ROUND TWO | 3:00PM – 4:00PM
INTRODUCING FACEBOOK ANALYTICS: A NEW TOOL FOR MARKETERSAttributionhasbeenastrugglethroughFacebookandInstagramadvertising,yetastheplatformadvancesitselftoprovidenewtoolsandmetricsthatwillbemostbeneficialtomarketers,it’simportanttostayaheadofthecurve.JoinDeniseinherworkshopatAAASwhereshewillbegivingyouastarterguidetoFacebookAnalytics.You’llwalkawayunderstandinghowtosetuppropereventstomeasureactionstakenonyourwebsitethrougheventsetupandpixeldata,andshe’lltalkaboutlookingatyourcampaignsasameanstocreatenewaudiences.
FINDING MORE SALES IN YOUR DATA: CONNECTING DIGITAL TO THE SHOWROOMHaveyourdigitalstrategyandthegoalsyousetforyourdealershipevolvedalongwithyourcustomers’shoppingbehavior?Learnstrat-egiestonavigatethecomplexityoftranslatingdigitaltraffictoshowroomvisits,whattobewaryof,andhowtojudgeperformanceandattributionusingGoogleAnalytics.Leavethissessionwiththerightquestionstoaskdigitalmarketingvendorsabouthowtheysupportyourdigitalgoals,andthebestprac-ticesforturningdigitaldataintobuyers.
HOW SHOPPER DATA IS FUELING THE DEALERSHIP OF THE FUTUREWhiletheinternethasbroughtmassivedisruptiontotheautoindustry,ithasalsocreatedfundamentallynewopportunitiesfordealerswhoarewillingtoembracethechanginglandscape.Chiefamongtheseisarichnewsetoffirst-partyshopperdatathatispoweringmorepersonalizedinteractionsandsmarterinvestments.Inthisworkshop,you’lllearnhowyourdealershipcangenerateitsownproprietaryshopperbehavioraldata,andusethisdatatocreateacompetitiveadvantagethroughbettermerchandising,sales,digitalmarketing,andmeasurement.
DENISE K. CASAGRANDEPCG DIGITAL
COLLEEN HARRISCDK GLOBAL
DEVIN DALYSPINCAR
IAN ISCHEDMUNDS
BRIAN PASCHBPE
TUESDAY, NOVEMBER 19ROUND ONE | 11:15AM – 12:15PM
YOUR DIRECTION “NOT YOUR INTENTION” DETERMINES YOUR DESTINATIONThebuzzwordsoverthelastyearorsohavebeen“DigitalRetailing”.Thewordsthemselvescanmeandifferentthingsfordifferentdealerships.Wewillbetakingadeepdiveonrealanalyticsfromrealstores.Youwillleavewithaclearroadmap.Whetheryou’retakingyourfirststeporyou’vebeendrivingawhile.
MULTI-TOUCH ATTRIBUTION: MIDAS TOUCH VS. LAST TOUCH MEASUREMENT FROM UNIFIED AUTHENTICATED DATAUtilizingapeoplebasedapproachbasedonindividual-centricdatasetsandadeterministicidentitymanagementapproachishowwedifferentiateourselvesfromacookie-basedordevicebasedapproach.Thisprivacy-compliantmannerprovidesthenextevolutionformeasuringthecustomerlifecyclefromyoursalesandservicelevels.Multi-TouchAttributionletsthedataspeakforitself,andour5-stepprocesslinksallcustomertouchpointsfromautomotivemediaandendemicsites,anduncoversthetruewinnersandlosersacrossyourpaid,earnedandownedmedia.Providingaper-sonalizedexperienceleveragingthefullenhancedviewofthecustomeristhefutureofyourcommunicationsandsuccesswiththefuturebuyinggenerations.
START WITH THE END IN MIND: INTELLIGENT ATTRIBUTION• Howtoutilizefirst-partyandthird-partydatatoidentifytargetsearlier• Howtocoordinateyourdealershipssalesandmarketingeffortswithadvertisingandattribution• Understandingwhythefullpathtopurchasestorymattersmorenowtoattributionmodelsthaneverbefore
UPDATING YOUR CRM AND SHOWROOM PROCESS TO MAXIMIZE DIGITAL RETAILINGWithDRtakingcenterstageforconsumers,dealersneedtoadaptcurrentprocesses,bothonlineandintheshowroomtomakesuretheirteampicksupwherethecustomerleftoff.Glennwillsharecurrentstrategiesthathavebeenworkingfordealersacrossthecountry.Glennwillalsoprovideachecklistforallattendeessotheycanreturnandaudittheirdealership’scurrentprocess.IfDRisgoingtosucceedforyourdealership,youneedtoseethisworkshop.
MERCHANDISING AND MARKETING TO ACCELERATE DIGITAL RETAILING SUCCESSDigitalretailingwillnotworkifthewebsitemerchandisingandmarketingisnotinplace.Learnfromotherbeforeyoumakecriticalerrorsinlaunchingyourdigitalretailingsoftware.SeebeforeandafterexamplesofVDPdesignsandmarketingmessages.Don’tmissthisworkshopifyouareplanningtolaunchdigitalretailingprojectsin2020.
TIM COXCARNOW
FRANKIE RUSSO360º AUTO
GLENN PASCH PCG DIGITAL
MICHAEL PERUGI ACXIOM
SCOT RICHARDSON
ACXIOM
OPTIMIZING GOOGLE MY BUSINESS LISTINGS TO ATTRACT MORE SHOPPERS FOR FREEDealerswhoaretiredofpayingforhighqualitywebshoppersshouldattendthisworkshoptoincreasefree,highqualitylocalshoppertraffic.AlldealersalreadyhaveaGoogleMyBusinesslistingbut9outof10donothaveitconfiguredproperlytomaximizelocalsearchvisibility.BrianwillbesharinghislatestresearchandclarifythemysteriesaroundlocalSEOtohelpdealersgainacompetitiveedge.AllattendeesareencouragedtobringantabletorlaptopwithaccesstotheirGoogleMyBusinessaccountsotheycanfixthingsrightinsidetheworkshop.
BRIAN PASCHBPE
BRIAN PASCHBPE
ROUND TWO | 1:30PM – 2:30PM
LEN SHORTLOTLINX
BEN HADLEYGET PRODIGY
THE BUTTON IS ONLY AS POWERFUL AS THE PROCESS BEHIND ITInthisworkshop,we’llworktogethertocreateaplaybookthatyoucanreferencetomakesureyouarereadyfordigitalretailing.We’llcover...• Howtochangeyourmentalitytoproperlyimplementdigitalretailing• Whatpracticesshouldbeinplacebeforeyouattemptdigitalretailing• Howtomaintainorincreaseprofitwithdigitalretailing
RETAIL AUTOMOTIVE: THE RISE OF THE MACHINESAsmargincompressionescalates,retailersandOEMsareturningtoAI-poweredsolutionstodrivemarketingandsupply-chainefficien-cies.LenShort,FounderandChairmanofLotLinx,anautomotiveinventorymarketingtechnologycompany,willdiscusskeyindustrytrends,unit-costdriversandthepowerfulnewmar-techsolutionsbuilttocombatthem.
MERGING THE ONLINE AND OFFLINE EXPERIENCE: HOW TO DELIVER A SEAMLESS RETAIL EXPERIENCE FOR THE DIGITAL CONSUMERMostdealersareverycomfortablesellingcarsintheshowroom.Butinordertoconnectwithtoday’sdigitalconsumer,it’scrit-icaltomergetheonlineandofflineexperiences.Thissessionwillshareconsumerinsightsonthepreferencesoftoday’sdigitalconsumerandidentifysomespecificopportunitiesfordealerstocreateaseamlessretailprocessbybringingtheshowroomonlineandofferingadigitalexperienceintheshowroom.
TURBOCHARGE YOUR RADIO SPOTS. THE TOP 5 ATTRIBUTION SECRETS DISCOVERED FROM OVER 300 AUTOMOTIVE ADVERTISERS.Dealersandtheiragenciesoftenstruggletoknowthebestwaytoallocateadbudgetwhenitcomestoradio.Fromday-of-weekanddaypartstoprogrammingandcreative,thepermutationsofoptionscanbeoverwhelming.And,withtheautoindustryspendingmoreonradiothantheaveragefromallotherindustries,it’simportanttomaketherightchoiceswithoutguessing.Thisworkshoppresentstheattribu-tionresultsfromastudyofover300automotiveadvertisersandrevealsthetopfiveoptimizationsthatwillturbochargetheimpactofradioforhigherweblift.
KERRI WISETRUECAR
ANDREW GORDONTRUECAR
AJ BROWNLEADSRX
ALYSON SPRAGUEIHEARTMEDIA
JOHN KARPINSKIIHEARTMEDIA
WHY ATTEND?
Fly
Stay
Palm Beach International AirportPBI15
MINUTES
Fort Lauderdale International AirportFLL60
MINUTES
The Breakers Palm Beach (Event Location)
Book rooms from our website for a discounted rate. Book early or rooms may be sold out.
AutomotiveAttributionSummit.com
DEALERS NEED the right data to make smarter
marketing decisions.
DEALERS NEED insights into how their marketing
investments drive showroom visits
DEALERS NEED better strategies
to create a modern retail
sales experience
DEALERS NEED better technology
to reduce operating costs
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