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

COLLEEN HARRIS CDK Global

DEJAN MITKOVSKIGoogle Automotive

FRANKIE RUSSO360º Auto

JENNY YURKOComcast Spotlight

DAN MOOREVistadash

DAVID METTERAutoHook

PAUL DALYCongruent

BEN HADLEYProdigy

AJ BROWNLeadsRx

IAN ISCHEdmunds

JASON HARPERRXA

MICHAEL J. WETHINGTONOutsell

GEORGE NENNIGenerations Digital

SEAN FOYLinnihan Foy

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

JEFF BROWNForce Marketing

DAVID REGNStream Companies

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 ConferenceWelcomeandOpeningRemarks

4:30 PM DigitalMarketingReportingChallenge:RoundOne

5:00 PM Keynote Address: 2020:TheNewTV’sDataDrivenFuture-Todd Hauser, Kevin Bacon, & Jenny Yurko, Comcast Spotlight

6:00 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

10:45 AM Keynote Address: Top5WaysDealershipsUseTextingToTransformTheirServiceDepartment-Denise Chudy, LivePerson

11:45 AM Keynote Address: TakeOffTheBlindfold:TenWaysToExposeMarketingWasteandBlunders-Brian Pasch, BPE12:30 PM LunchSponsored by Site Impact1:30 PM BreakoutWorkshops(4concurrent)

2:30 PM BreakinExhibitHall

3:00 PM BreakoutWorkshops(4concurrent)

4:00 PM BreakinExhibitHall

4:30 PM Keynote:AttributionCalled,ItWantsItsPhoneBack–Cassie Broemmer, Car Wars & Dan Moore, Vistadash

5:30 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 Breakfast

8:15 AM Keynote: DataDashboardsGotYouDown?HowtoSpendLessTimeAnalyzingDataandMoreTimeSellingCars– David Metter, Urban Science

9:15 AM DigitalMarketingReportingChallenge:RoundThree

10:00 AM Keynote:YourBucketHasHoles-HowtoCarryROIThroughTheCustomerJourney- Joe Chura, Dealer Inspire

11:15 AM BreakoutWorkshops(4concurrent)

12:30 PM LunchSponsored by Gubagoo1:30 PM BreakoutWorkshops(4concurrent)

2:30 PM DigitalRetailingConsumerTestingVideos(10ofthebestcompanies)

4:00 PM Mainstage Panel: TheRoadtoDigitalRetailingHasManyPotholes

5:00 PM ClosingRemarks

5:15 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.

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.

OPTIMIZING GOOGLE MY BUSINESS LISTINGS TO ATTRACT MORE SHOPPERS FOR FREEDealerswhoaretiredofpayingforhighqualitywebshoppersshouldattendthisworkshoptoincreasefree,highqualitylocalshoppertraffic.AlldealersalreadyhaveaGoogleMyBusinesslistingbut9outof10donothaveitconfiguredproperlytomaximizelocalsearchvisibility.BrianwillbesharinghislatestresearchandclarifythemysteriesaroundlocalSEOtohelpdealersgainacompetitiveedge.AllattendeesareencouragedtobringantabletorlaptopwithaccesstotheirGoogleMyBusinessaccountsotheycanfixthingsrightinsidetheworkshop.

DENISE K. CASAGRANDEPCG DIGITAL

COLLEEN HARRISCDK GLOBAL

DEVIN DALYSPINCAR

IAN ISCHEDMUNDS

BRIAN PASCHBRIAN PASCH ENTERPRISES

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.

TIM COXCARNOW

FRANKIE RUSSO360º AUTO

ROUND TWO | 1:30PM – 2:30PM

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-chainefficiencies.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’scriticaltomergetheonlineandofflineexperiences.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.Thisworkshoppresentstheattributionresultsfromastudyofover300automotiveadvertisersandrevealsthetopfiveopti-mizationsthatwillturbochargetheimpactofradioforhigherweblift.

LEN SHORTLOTLINX

KERRI WISETRUECAR

BEN HADLEYGET PRODIGY

AJ BROWNLEADSRX

ALYSON SPRAGUEIHEARTMEDIA

JOHN KARPINSKIIHEARTMEDIA

GLENN PASCH PCG DIGITAL

MICHAEL PERUGI ACXIOM

SCOT RICHARDSON

ACXIOM

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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