This mentoring program is designed for dealership managers and executives who would like to learn the best approach for planning and implementing a Customer Data Platform (CDP). There are 15+ CDPs specific to automotive and another 20+ CDPs for larger dealer groups. Get the right plan in place before deciding which vendor to choose by participating in the program.
In this workshop I will review the fundamentals of first-party data management and how CDP assist dealers with keeping a consolidated view of every customer and prospect. This lesson should be viewed by all dealership leaders enrolled in the Lab regardless of your experience level, so we can ensure we are all using the same terminology and implementation mindset.
The work and costs to create a sustainable CDP platform must be justified to the dealership’s executive team. In this lesson we will review how to identity, document, and present use cases that will pay for the CDP investment 10x.
In this lesson, the focus is on understanding audience nuances and leveraging marketing automation for enhanced efficiency. The limitations of traditional data handling methods, like emailing CSV files, are highlighted, advocating instead for real-time audience connections through CDPs. The lesson underscores the dynamic nature of audiences and their direct integration with various marketing platforms. Additionally, automated rules for audience membership management, such as adding engaged website visitors and removing recent purchasers, are discussed. Identity resolution and real-time data updates emerge as critical components for effective audience management and campaign relevance.
The CDP will need to ingest all of the critical shopping actions which a consumer takes on your websites. Google Analytics and the specification created by the Automotive Standards Council (ASC) provides the framework for the CDP to get all the shopping signals in a uniform way, regardless of website platforms. These shopper events can also be used to create marketing audiences, which will be discussed in this module but also again a module dedicated to building consumer journey audiences.
In this workshop I will review the fundamentals of first-party data management and how CDP assist dealers with keeping a consolidated view of every customer and prospect. This lesson should be viewed by all dealership leaders enrolled in the Lab regardless of your experience level, so we can ensure we are all using the same terminology and implementation mindset.
The work and costs to create a sustainable CDP platform must be justified to the dealership’s executive team. In this lesson we will review how to identity, document, and present use cases that will pay for the CDP investment 10x.
In this lesson, the focus is on understanding audience nuances and leveraging marketing automation for enhanced efficiency. The limitations of traditional data handling methods, like emailing CSV files, are highlighted, advocating instead for real-time audience connections through CDPs. The lesson underscores the dynamic nature of audiences and their direct integration with various marketing platforms. Additionally, automated rules for audience membership management, such as adding engaged website visitors and removing recent purchasers, are discussed. Identity resolution and real-time data updates emerge as critical components for effective audience management and campaign relevance.
The CDP will need to ingest all of the critical shopping actions which a consumer takes on your websites. Google Analytics and the specification created by the Automotive Standards Council (ASC) provides the framework for the CDP to get all the shopping signals in a uniform way, regardless of website platforms. These shopper events can also be used to create marketing audiences, which will be discussed in this module but also again a module dedicated to building consumer journey audiences.
Founder of PCG Companies, Brian Pasch Enterprises (BPE), and Pasch Group, Brian Pasch is a thought leader, effective strategy driver, and industry change agent. In tune with the fast pace of the digital marketing environment, he successfully leads OEMs, dealers/dealer groups, and ad agencies by helping them harness data, eliminate waste, and incorporate efficient marketing tactics.
Access mentor-guided virtual lessons at your convenience, strategically designed to elevate you from novice to expert in preparation for live training
Join a thriving WhatsApp community of other course attendees ready to provide you with brainstorming sessions, advice, support, feedback, and more
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Take your virtual lessons to the next level with a live two hour training session in Austin. Apply strategies with your instructor, troubleshoot errors, gain insights on streamlining, and more!
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