Earlier this month, Russell Brown interviewed Jeff Tognetti at the 14th Digital Dealer Conference & Exposition in Orlando, FL. Tognetti’s interview gave him the chance to highlight a number of his own business practices and strategies, as well as comment on the auto industry, the industry that DealerX works with, overall.
In his interview, when asked by Brown what sorts of digital trends and tactics will help dealers with marketing and outreach in 2013, Tognetti immediately answers, “Data.” He’s referring to the use of data to target an extremely specific demographic. The problem, he goes on to say, is that not enough people know exactly how to use data to their advantage when reaching out to clients and customers.
“When you guys see ads, they’re not by chance,” he says, going on to say that major retailers like Target and Wal*Mart use data constantly to reach the right people with the right ads. While they use data so well that Target has famously predicted a girl was pregnant (before her own family, no less), the auto industry overall has not caught onto this trend.
DealerX, Tognetti’s company, is the exception to this norm. DealerX uses its own systems and site platforms to capture information and build a digital profile based entirely on a person’s online, publicly available data.
DealerX’s platforms and software can also help people remember certain steps they need to take in maintaining their vehicles – for example, a person who buys a car and who has a profile with DealerX could have a coupon for an oil change appear in their online advertising six months after buying their car.
“You can set up data to target whatever it is that you want, whether it be service or sales. It’s ultraconcise,” Tognetti says in the video.
Tognetti would know. His own company, DealerX, helps car dealers in America by working primarily with RTB, known as real time bidding, and data.
“Basically what we do is we look or people who are in the market for specific cars, and we buy their cookies; we overlap data on top of it,” he says in the video. “As they go from website to website our platform sees them, and we put an ad in front of them for exactly what it is that they’re looking for based on data.”
Tognetti uses these practices to enhance the business of Media Revo and DealerX’s clients, which have brought more than $2 billion for their client’s businesses as of 2012.