April 26-28 | Scottsdale, AZ
Developing Effective First-Party Marketing Audiences is built for dealers who want to stop relying on broad targeting and start reaching the shoppers most likely to buy. As privacy changes and platforms evolve, the dealerships winning in 2026 will be the ones who can collect, organize, and activate their own audience data—then combine it intelligently with third-party options when it makes sense.
This track covers the practical side of audience strategy: what data you should be capturing, how to clean and unify it, how to build segments that reflect real intent, and how to activate those audiences across channels (paid search/social, programmatic, email/SMS, and onsite personalization). You’ll also learn how to evaluate “audience products” vendors sell—so you can decide when to build, when to buy, and how to measure whether the audience is truly performing.
The goal is simple: better targeting, better conversion, and marketing decisions driven by outcomes—not assumptions.
What First-Party Data Actually Matters – The data points that improve targeting and measurement (and the ones that don’t).
Build Clean, Usable Segments – Turn raw data into actionable audiences like in-market shoppers, service defection risk, equity, and high-intent behaviors.
Build vs. Buy: When Each Makes Sense – How to evaluate third-party audience solutions without overpaying for “black box” targeting.
Activation Across Channels – Put audiences to work in ads, CRM outreach, service campaigns, and website personalization.
Data Ownership + Privacy-Ready Strategy – Retain control of your customer data while staying compliant and future-proof.
Performance-First Measurement – Prove audience value with lift, cost efficiency, lead quality, appointment outcomes, and closed-loop reporting.
