Behind The Scenes: Making DealerX Possible


The last post discussed DealerX in-depth; in summary:

  • DealerX is only one of several businesses founded and operated by Jeff Tognetti.
  • DealerX is a digital marketing company that focuses specifically on helping autodealers use cutting edge data-driven digital advertising techniques.
  • DealerX is unusual in the automotive world in that it relies heavily on data – far more than many other automotive businesses do – to target an extremely specific demographic.
  • DealerX’s process as “ultraconcise” – its use of data allows its marketers and designers to develop everything they need and to target the right people with the right ads at the right time.

It is important to note, though, that while DealerX is made possible by Jeff Tognetti – who even holds sole proprietorship over the company – one of the major the driving forces behind DealerX is its staff. And while data, fancy software, strange algorithms, and insight into the workings of Google may seem to be what makes or breaks any marketing company, DealerX utilizes its staff just as much as its resources.

Tognetti and his staff are the people who answer phone calls at any time of the day (or night); they are the people who stay and work a weekend shift to finish a last-minute assignment. Without DealerX’s staff, no one would have coded the software, designed the ultraconcise data strategy, or wrote the strange algorithm driving DealerX’s services.

In summary, DealerX is a collective of curated digital solutions tailored to the automotive world; its success lies in that it doesn’t try to be all things to all buyers but instead focuses on one type of client. And ultimately when it comes to DealerX – and how Tognetti does business – it’s all about the data, as well as the right staff.

*Image taken 7/1/13; screenshot of


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