David Winter, vice president of Cobalt Intelligence Center of Excellence and Max Steckler, vice president of advertising at Cobalt, are sharing their expertise with automotive dealers and managers on how to sell across the entire digital consumer journey.
21st century automotive consumers all embark on a digital journey as a key part of their car-shopping process. This journey isn’t a single click or lead submission, it happens in their minds, and changes as new media and behaviors emerge. David and Max will reveal to you, for the first time, a view of the modern shoppers’ online journey to purchase, based upon analysis of over 10 billion digital advertising interactions across a broad spectrum of web properties and media. It is a fundamental paradigm shift from standard web analytics available to dealers – it is a “movie” of the shoppers’ multiple month journey, not a snapshot of aggregated statistics.
You will gain insights into how you can influence the consumer at the different stages of their journey to optimize the consumer’s experience and their conversion to a purchase in your dealership.
What will you learn and what action items will you take back to the dealership?
1. How to be sure that you have the right mix of advertising products to ensure your dealership participates in the consumer ZMOT (Zero Moment of Truth) and can compete for the sale.
2. How to provide your customers with an easy way of engaging your dealership — from any of your outbound contacts.
3. How to ensure that the consumer is aware of your brand and value as well as ensuring that the ‘experience’ is consistent between your site and the brand site.
David Winter, vice president, Cobalt Intelligence Center of Excellence, built and runs Cobalt’s 70-person business intelligence organization. In his role, he is responsible for all reporting and analytics for Cobalt’s manufacturers 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.
Previous to Cobalt, his career consisted of building software companies in Silicon Valley and most recently, he co-founded a real-time analytics company that was acquired by Oracle.
Max Steckler, vice president of advertising, 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. The success of this, and related innovations, has elevated Cobalt to become one of Google’s largest resellers. Prior to joining Cobalt, Steckler spent 10 successful years developing enterprise-class products and services for a number of West Coast technology companies, including Sybase, Rogue Wave Software, Global Commerce, and Mosaix.
12th Digital Dealer® Conference & Exposition Featured Speakers: David Winter and Max Steckler present: Win Every Moment: Selling across the Entire Digital Consumer Journey: Practical insights on online shopper behavior from over 200,000,000 automotive site visits.
We’re building out the agenda, selecting speakers and topics for more than 90 sessions that are laser-focused on all things digital.