DealerX Starts Small, Becomes Well-Established Data Driven Company

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.


Tognetti Hopes To Start Education Charity, Help Students Explore Career Options

Education is an extremely important cause and topic of discussion in America; a quick search on Charity Navigator reveals just how many organizations and charities are committed to donating to educational facilities or nonprofits. Unfortunately, currently many people are concerned about the state of education in the country (and rightly so) and are wondering what they can do to help the youth that must navigate their way through what the majority considers to be a flawed education system.

Jeff Tognetti is hoping to play his part in making a difference in the education system by trying his hand at his own education charity, one that may be a little different from what people consider an “education charity.”

He hopes to create a charity that would provide services to young children or teenagers. How his would be set apart from others, however, is that his charity would aim to help children choose a “niche” to specialize in, even before applying to and entering college.

While still working out the logistics of exactly how this charity would operate, in theory, by offering students classes on specific topics, hosting field trips to different companies or work sites, and by organizing a variety of other interactive activities, children would explore the kind of work they could do and discover what they enjoy and where their biggest potential lies, be it in creative marketing or a more hands-on field such as plumbing.

This would be beneficial for young students in a number of ways, including but not limited to:

  • Young adults who go to college unsure about what they want to major in or even study run the risk of staying in college longer as they make up any credits that they lose or cannot count towards their actual decided major during their freshman or sophomore years of college. By knowing in advance their passions and goals, students avoid the risk of wasting time – and may even be able to graduate earlier, saving themselves tuition money.
  • Students may discover that the course of study they are most interested in does not require a 2- or 4-year college degree. By taking up a trade that pays well but does not require a degree, youth could potentially begin a successful career path that does not require putting themselves steep in student loan debts.
  • Some students may even realize that by using alternative resources, they can educate themselves for free or at a very low cost while also getting into the business world and pursuing their passions, perhaps as business start-up owners or in any number of positions that often go unfilled.

Currently, the potential for a charity like this is massive and untapped; only time and further planning will reveal exactly what sort of good could come from a program like this. If his business continues to do well, Tognetti may very well make this vision of an unnamed education charity come true sooner rather than later.