Jeff Tognetti works as a strategist at multiple companies that he helped develop and found. One of these companies is DealerX, a digital marketing company that focuses specifically on helping autodealers. DealerX uses cutting edge data-driven digital advertising and helps car dealers in America by working primarily with RTB, known as real time bidding.
“Basically what we do is we look at people who are in the market for specific cars, and we buy their cookies, we overlap data on top of it,” Tognetti has explained in interviews such as this one. “As they go from website to website [on their computer or phone] 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 this practice – and others – 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.
As we’ve highlighted in past updates, DealerX is a bit unusual in the automotive world because of its approach to digital marketing. Thanks to his years of experience in the business world, Tognetti knew when DealerX began that the company would need to do things a little differently to stand out as an automotive marketing business.
During an interview at the 14th Digital Dealer Conference & Exposition in Orlando, FL., Tognetti explained that DealerX relies heavily on data, far more than many other automotive businesses do. He was referring to the way that DealerX uses data to target an extremely specific demographic. The problem, Tognetti said in the interview, is that not enough people know exactly how to use data to their advantage when reaching out to clients and customers. While some businesses use data constantly to reach the right people with the right ads – and do so well at this that Target actually famously predicted a girl was pregnant – the auto industry overall has not caught onto this trend.
DealerX uses data to its advantage by capturing information on its clients and building a digital profile based entirely on a person’s data. The system works so well that 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. Tognetti describes the process as “ultraconcise” – data can allow marketers to develop everything they need and to target the right people with the right ads at the right time.