Tag: Main Episode

Bethany Johnson, Director of Strategic Planning with vAuto joins Jade Terreberry to break down how she’s seeing successful dealers overcoming inventory shortages, profit compression, and affordability challenges by embracing disciplined acquisition strategies and practical AI tools. The episode explores how leveraging all acquisition channels and automating key processes is helping dealers stay competitive and profitable in a changing market.

Guest Expert:
Bethany Johnson
Director of Stategic Planning
vAuto

Top Takeaways:

Inventory challenges are easing, but discipline is key 

Dealers must apply process and discipline to acquisition, leveraging all seven channels – especially service and consumer-driven sources.

Profit starts with smart acquisition 

The most successful dealers focus on buying right, using best practices and long-tail evaluation models to maximize every transaction.

Affordability hinges on transparent trade-in processes

Hear why helping shoppers get the most from their trade is essential for deal progression and customer satisfaction.

AI is transforming acquisition, pricing, and merchandising

Dealers gaining market share are using AI to identify common vehicle issues, automate descriptions, and optimize pricing—saving time and boosting margins.

Start small, find efficiencies, and scale with technology

Identify pain points, let AI handle repetitive tasks, and build momentum by tackling one challenge at a time.

Timestamps:

0:00 – 1:26 – Introduction & Inventory Trends

Bethany discusses the ongoing recovery from inventory shortages and the importance of stocking strategy.

1:26 – 2:43 – Seven Acquisition Channels

Dealers should leverage auctions, other dealerships, private party, KBB ICO, equity mining, and especially service.

2:43 – 4:23 – Long-Tail Evaluation and Competitive Models

Best practices and discipline help dealers acquire vehicles and stay competitive with new retail models.

4:23 – 5:44 – Affordability and Trade-In Transparency

Transparent trade-in processes are key to helping shoppers and closing deals.

5:44 – 7:34 – AI in Acquisition, Pricing, and Merchandising

AI tools help dealers spot common issues, automate descriptions, and price vehicles competitively.

7:34 – 9:03 – Scaling Market Share with AI

Dealers can use AI to save time, empower staff, and cover more ground profitably.

9:03 – 10:00 – Final Advice and Closing Remarks

Bethany encourages dealers to identify pain points, use technology to find efficiencies, and take incremental steps toward growth

Brad Rosenfeld, SVP of Car and Driver – Hearst Magazines Auto Group joins Jade Terreberry to celebrate the launch of the Car and Driver marketplace powered by Autotrader, sharing how this partnership creates a win-win for consumers, dealers, and OEMs. The episode explores how trusted editorial content, seamless connectivity, and expanded reach are transforming the car buying journey and driving higher quality leads.

Guest Expert:
Brad Rosenfeld
Senior Vice President 
Car and Driver – Hearst Magazines Auto Group 

Top Takeaways:

Editorial expertise meets marketplace reach – Car and Driver’s 70 years of reviews and 10 mil+ monthly visitors and content now connect directly to millions of Autotrader listings, guiding shoppers from research to purchase.

Win-win for consumers and dealers – The win-win side lies in the high-intent, high-income shoppers that dealers can now get in front of, while giving consumers a seamless experience from research to inventory.

The benefits of earlier engagement in the buyer journey – Dealers should focus on connecting with shoppers at the very start of their research, building relationships and trust before the decision phase.

Marketing effectiveness and closed-loop insights – Collaborations like this enable smarter advertising, better data sharing, and more opportunities to follow consumers from first click to closed deal.

Advantages of a transformative omni-channel ecosystem – This innovation is just the beginning, there are advantages to a more connected experience for consumers, dealers, OEMs, and advertisers.

Timestamps:

0:00 – 1:21 – Introduction & Partnership Announcement

Jade and Brad introduce the Car and Driver marketplace powered by Autotrader.

1:21 – 3:15 – Why This Partnership Matters

Brad explains how editorial content and marketplace listings combine for a win-win.

3:15 – 5:41 – Value for Dealers and OEMs

No extra setup or cost, plus high-intent leads and profitability potential.

5:41 – 7:52 – Audience Reach and Early Engagement

Car and Driver’s 10 million monthly visitors are actively researching and ready to buy.

7:52 – 9:51 – Connecting Editorial Experience to Inventory

Shoppers see local inventory while reading reviews, driving earlier dealer engagement.

9:51 – 11:47 – Marketing Effectiveness and Data Insights

The partnership enables smarter advertising and closed-loop measurement.

11:47 – 13:38 – Closing Thoughts and Future Vision

Brad and Jade reflect on the transformative impact and look ahead to ongoing innovation.

Guest Expert: 
Shaun “Niff” Kniffin
Retail Solutions Moderator | Consultant 
NCM Associates, Inc. 

Guest Industry Expert: Shaun “Niff” Kniffin joins Jade Terreberry for a fast-paced, insight-packed episode covering the hottest topics in automotive retail – from multi-touch attribution and AI adoption to new marketplace partnerships and data strategy. Drawing on decades of dealership experience and current consulting work, Niff shares what’s working, what’s broken, and what dealers must do now to stay competitive.

Resources Mentioned:

Cox Automotive + Perficient Whitepaper – Marketing Measurements that Matter (link to https://b2b.autotrader.com/perficientwhitepaper2025marketingmeasurement/

Top Takeaways:

Last-click attribution is dead—track the full journey

Dealers must move beyond CRM and lead-based metrics to multi-touch attribution that reflects real consumer behavior.

AI is changing how consumers shop—and how dealers must respond

From AI-powered follow-up to bots doing the shopping, dealers need to embrace AI tools and monitor how they’re being perceived online.

New partnerships expand reach and trust

Autotrader’s integration with Car and Driver and KBB’s partnership with Experian are helping dealers connect with consumers earlier and build credibility.

Zero-click traffic is rising—third-party platforms matter more

With 75% of searches ending in no clicks, dealers must focus on visibility and engagement across trusted platforms.

Data control is essential for lifecycle marketing

Dealers need to manage and activate their data—knowing whether a customer still owns a vehicle can dramatically improve marketing efficiency.

Timestamps:

0:00 – 2:07 – Introduction & Attribution Wake-Up Call

Jade and Niff discuss the Cox Automotive white paper and why dealers must shift to multi-touch attribution.

2:07 – 5:07 – What Dealers Gain from Full-Funnel Visibility

Niff explains how tracking the entire consumer journey leads to smarter spend and better ROI.

5:07 – 8:31 – AI Adoption and Consumer Behavior

Dealers are using AI for follow-up, while consumers are also using it to shop and research dealership reputations.

8:31 – 11:46 – Car and Driver Partnership Impact

Niff shares how Autotrader’s new integration with Car and Driver expands reach and lowers cost per view.

11:46 – 15:06 – KBB + Experian: Building Trust Through Data

The new vehicle history report partnership helps dealers provide transparent, credible information to buyers.

15:06 – 19:40 – Data Strategy and Zero-Click Traffic

Niff highlights the importance of controlling dealership data and adapting to changing search behavior.

19:40 – 21:48 – Final Advice and Closing Remarks

Jade and Niff wrap up with a call to action: embrace AI, rethink attribution, and get your data house in order.

Micah Tindor, Senior Director of Strategy at KKBB ICO joins Jade to explore how artificial intelligence (AI) is transforming dealership operations – from inventory acquisition and pricing to CRM follow-up and consumer personalization. Drawing on real-world examples and dealer feedback, Micah shares how AI can help your teams work smarter, respond faster, and close more profitable deals.

Guest Expert:
Micah Tindor
Senior Director of Strategy
Kelley Blue Book Instant Cash Offer

Top Takeaways:

AI adoption starts with culture, not technology – Dealers must first get buy-in from their teams by showing how AI improves efficiency, sales, and customer satisfaction.

Inventory pricing is getting smarter – Tools like AI-adjusted competitive sets and common issue detection help dealers price vehicles more accurately and avoid costly misses.

Predictive personalization drives higher close rates – Cox Automotive’s data ecosystem tailors listings to consumer preferences, improving engagement and conversion by up to 30%.

CRM follow-up is now AI-powered – AI-generated responses help sales teams reply with relevance and speed, reducing missed opportunities and improving customer experience.

Start small, measure impact, and iterate – Micah recommends beginning with CRM automation, tracking results, and expanding adoption gradually to build momentum and success.

Timestamps:

0:00 – 1:18 – Introduction

Jade introduces Micah and explains the importance of the conversation on AI’s role in automotive retail.

1:18 – 3:17 – Culture First: Why AI Adoption Starts with People

Micah explains why team buy-in is essential and how change management can and does impact success.

3:17 – 5:23 – AI in Inventory Acquisition and Pricing

New AI tools can help dealers detect mechanical issues and adjust pricing based on real market data.

5:23 – 7:50 – Predictive Personalization and Consumer Targeting

Micah shares how Cox Automotive data powers smarter listings and advertising to connect with ready-to-buy shoppers.

7:50 – 11:02 – CRM Automation and Real-Time Relevance

Hear how AI-generated messaging helps sales teams respond faster and more accurately, improving close rates.

11:02 – 13:36 – Closing the Loop on Missed Opportunities

Micah and Jade discuss how AI helps dealers avoid common mistakes and improve follow-up quality.

13:36 – 15:12 – Where to Start with AI

Micah recommends beginning with CRM tools and measuring impact before scaling adoption.

15:12 – 16:53 – Final Advice and Closing Remarks

Micah encourages dealers to pilot AI tools, embrace experimentation, and learn from peers.

Guest Marketing Expert, Scott Desgrosseilliers joins Jade Terreberry to unpack the real-world impact of multi-touch attribution (MTA) has on EVERY industry and why it’s no longer optional for businesses who want to protect their spend and grow market share. From lobster sales to car buying journeys, Scott shares how tracking the full funnel leads to smarter decisions, better conversions, and fewer blind spots.

Guest Expert:
Scott Desgrosseilliers
CEO 
Wicked Reports 

Resources Mentioned in the Episode:

Cox Automotive + Perficient Whitepaper – From Click to Car Sale: Measuring Marketing that Matters

Top Takeaways:

Ad platforms can’t be your source of truth: Relying on Meta or Google to measure success is like letting the fox guard the henhouse—dealers need unbiased attribution tools.

Start with the top of the funnel: Understanding how shoppers first engage – before they submit a lead or visit the store – is key to driving conversions.

Use the “Scale, Kill, or Chill” framework: Scott’s three-pronged strategy helps marketers decide where to invest, where to pause, and where to maintain spend.

Focus on key conversion points like test drives: Tracking how shoppers get to high-impact moments like test drives can reveal which channels are truly working.

Lead volume alone is misleading: Dealers must stop using antiquated ways to analyze what’s working (such as cost per lead) and instead measure conversion rate by source to identify which channels are delivering real results.

Timestamps:

0:00 – 1:21 – Introduction

Jade introduces Scott and previews the conversation on multi-touch attribution.

1:21 – 4:13 – Wicked Reports and the Lobster Story

Scott shares how tracking delayed conversions helped a lobster business turn losses into 10X ROI—and how that applies to automotive.

4:13 – 5:29 – Why Cox Automotive Commissioned the White Paper

Jade explains the motivation behind the marketing measurement study and its urgent recommendations for dealers.

5:29 – 8:48 – Why Ad Platforms Can’t Be Trusted for Attribution

Scott explains why dealers need independent tools to track the full customer journey and the advantages they can expect to have.

8:48 – 9:36 – 62 Touchpoints and the Click-to-Close Journey

Jade shares white paper findings and Scott introduces his “Scale, Kill, Chill” strategy.

9:36 – 11:06 – How to Start with MTA

Scott recommends starting with one or two key touchpoints making a real difference and building from there.

11:06 – 13:16 – What to Track and Why It Matters

Focus on the full journey of touchpoints and overlay paid activity to understand what’s driving conversions.

13:16 – 14:39 – Final Advice for Lead-Only Dealers

Scott urges dealers to stop using cost per lead vs. actual conversion rate by source to stop wasting spend.

14:39 – 16:20 – Closing Thoughts

Jade wraps up with a call to action to download the white paper and connect with Scott.

Nathan Jordan, Client Success Manager for Major Accounts at Autotrader, joins host Jade Terreberry to break down how top-performing dealers are ditching outdated lead metrics and embracing multi-touch attribution. He shares real-world insights on how visibility gaps, CRM blind spots, and old-school thinking are costing dealers sales and what to do instead.

Guest Expert:
Nathan Jordan
Client Success Manager – Major Accounts
Autotrader

Resources Mentioned:

Cox Automotive + Perficient White Paper

Top Takeaways:

One in three car sales happen with no lead – Shoppers are skipping forms and calls – dealers must adapt to invisible buyer behavior.

CRM data is not an ROI tool – With 92% of sales not showing up correctly in CRMs, relying on it for marketing decisions is a costly mistake.

Top dealers are ditching lead volume for conversion data – Progressive groups are using tools and services to track all 62+ touchpoints and optimize spend based on what actually drives sales.

Multi-touch attribution is the new standard – First-and last-click models are outdated—dealers need full-funnel visibility to understand what’s working.

If you’re still measuring by leads, it’s time to stop – The findings and advice is clear: stop using lead volume as your KPI and start focusing on gross, sales, and profitability.

Timestamps:

0:00 – 2:12 – Introduction & Personal Update: Jade welcomes Nathan back and introduces his newborn daughter to the audience.

2:12 – 3:44 – Why Nathan’s Perspective Matters: Nathan shares his experience working with major dealer groups and how they’re leading the way in marketing transformation because they are embracing the shifts that have already happened.

3:44 – 5:01 – One in Three Sales Happen Without a Lead: Consumer behavior has changed, and traditional lead tracking misses the mark.

5:01 – 6:22 – Marketplace Engagement and Marketing Spend: Discussion on how 48% of shoppers start on marketplaces and why dealers must follow the data, not assumptions.

6:22 – 8:13 – 62+ Touchpoints and the Power of Attribution: Nathan shares a real example of a buyer with 89 touchpoints and how top dealers are using attribution tools to track them.

8:13 – 10:09 – First and Last Click Are Not Enough: Using a football analogy, you’ll hear why dealers need to evaluate the entire buyer journey—not just the beginning and end.

10:09 – 13:38 – CRM Blind Spots and What to Watch For: With 92% of sales missing from CRMs, four CRM categories to question are outlined and how to fix the visibility gap.

13:38 – 14:55 – Final Advice: Stop Measuring by Leads: Nathan urges dealers to stop using lead volume as a success metric and start focusing on conversions and profitability and outlines the difference he’s seeing when you do.

14:55 – 17:02 – Closing Thoughts: Jade wraps up with a call to action to download the white paper and adopt smarter, data-driven strategies.

Elizabeth Stegall, Senior Director of Client Retention at Autotrader, joins host Jade Terreberry to unpack how dealers can close blind spots in their marketing strategy by shifting away from the antiquated model of first and last touch attribution, sharing how new tools like the weighted engagement and multi-touch attribution are helping dealers optimize spend, drive ROI, and better align with how consumers actually shop.

GUEST EXPERT:

Elizabeth Stegall
Senior Director of Client Retention
Autotrader and Kelley Blue Book

Resources Mentioned in Episode:

Cox Automotive commissioned Perficient Whitepaper – 2025 Marketing Measurement

See the full findings on how to improve your marketing strategy

Top Takeaways:

Most dealers only track 3% of the buyer journey: Relying on CRM data alone leaves out 60+ consumer touchpoints, leading to missed opportunities and misinformed decisions.

Weighted engagement reveals what actually drives sales: Top dealers and organizations are using this formula to identify high-, mid-, and low-funnel activity and adjust their strategy in real time.

Marketplace influence is significantly underreported: Data revealed a surprising stats that hit home – Autotrader influenced 55% of sales in a 1.2M transaction dataset, yet most of those interactions never showed up in the CRM.

Lead volume doesn’t equal profitability: Dealers are shifting away from cost-per-lead metrics and focusing on quality engagements that convert.

Start by expanding your data sources: Dealers are warned to stop treating their CRM as a marketing tool and begin integrating third-party dashboards and website analytics if they don’t want to lose marketshare.

Timestamps:

0:00 – 1:06 – Introduction

Jade introduces the episode and welcomes Elizabeth Stegall to discuss the findings from the Cox Automotive white paper.

1:06 – 2:37 – The 3% Visibility Problem

Elizabeth reacts to the stat that most dealers only track 2 out of 62 shopper touchpoints and explains the risks of relying on CRM data alone.

2:37 – 4:07 – What Dealers Miss Without Multi-Touch Attribution

Discussion on how blind spots affect ad strategy and why marketplaces are central to the consumer decision journey.

4:07 – 6:15 – Weighted Engagement vs. Cost Per Lead

Elizabeth explains how top dealers are using weighted engagement to identify what’s working and pivot quickly.

6:15 – 7:20 – Strategic Shifts in Ad Spend

Dealers are beginning to align their spend with marketplace insights and real-time data, moving away from lead volume.

7:20 – 9:07 – Autotrader’s Undervalued Influence

Clairvoy data shows Autotrader influenced 55% of sales, yet most of those interactions weren’t captured in CRM systems.

9:07 – 12:19 – Where to Start: Building a Better Attribution Model

Elizabeth shares practical steps for dealers to begin shifting away from first/last touch and toward a more complete view of the buyer journey.

12:19 – 13:13 – Final Advice

Elizabeth urges dealers to open their minds, examine their own CRM gaps, and start learning how to see the full story.

13:13 – 14:25 – Closing Remarks

Jade wraps up the episode and encourages listeners and viewers to access the full white paper.

In Part 2 of this identity fraud series, Margaret Bosworth of Equifax continues her conversation with host Jade Terreberry to share practical strategies dealers can use to strengthen fraud prevention and compliance. From cultural adoption to customer transparency, she outlines how consistent training, leadership buy-in, and the right tools can turn fraud prevention into a competitive advantage.

Guest Expert:
Margaret Bosworth
Director of Fraud, Identity and Compliance Solutions
Auto, Insurance and Telco Vertical
Equifax

Key Takeaways:

Fraud prevention starts with culture, not just tools: Technology is essential, but consistent training, leadership modeling, and clear escalation paths are what drive real adoption.

CRM habits aren’t enough – compliance must be intentional: Dealerships need written policies, ongoing education, and accountability to ensure fraud prevention becomes second nature.

Customer experience improves with transparency: When dealer staff are trained to explain verification steps confidently, consumers see fraud prevention as protection – not suspicion.

Fraud prevention can be a brand differentiator: Dealers who proactively message their commitment to security—online and in-store—build trust and stand out in the market.

Equifax and Cox Automotive are investing in real-time, biometric and AI-driven tools: From digital identity trust to liveness checks, dealers can now verify identities faster and more securely across channels.

Timestamps:

0:00 – 1:09 – Introduction

Jade introduces the episode and welcomes back Margaret Bosworth for Part 2 of the identity fraud series.

1:09 – 2:26 – Defining Identity Fraud

Margaret explains what identity fraud really means and why education across dealership roles is critical.

2:26 – 4:47 – Best Practices for Dealerships

Key recommendations include using trusted tools, ongoing training, and empowering staff to escalate when something feels off.

4:47 – 6:30 – Technology and Leadership Buy-In

Consistency and leadership modeling are essential to ensure fraud tools are used effectively.

6:30 – 8:26 – Driving Cultural Adoption

Margaret outlines how to embed fraud prevention into dealership culture through repetition, accountability, and support.

8:26 – 10:56 – Customer Experience and Transparency

Tips for helping consumers understand and appreciate fraud checks as part of a secure buying experience.

10:56 – 13:57 – Turning Compliance into a Differentiator

How fraud prevention can reduce audit risk, speed up the buying process, and build consumer trust.

13:57 – 16:59 – Tools and Investments

Equifax and Cox Automotive are innovating with biometric verification, liveness checks, and real-time identity matching.

16:59 – 20:26 – Closing Thoughts

Jade and Margaret reflect on the importance of strong partnerships, and how fraud prevention benefits dealers, consumers, and communities alike.

Cody Gentry, AVP of Dealer Success at Autotrader and Kelley Blue Book, breaks down how dealers can and should modernize their approach to ROI by embracing multi-touch attribution, taking a deep dive into why relying on CRM data and lead volume alone is no longer enough, and how tools like weighted engagement are helping dealers identify blind spots, protect their spend, and focus on what actually drives sales.

Guest Expert:
Cody Gentry
AVP of Dealer Success 
Autotrader and Kelley Blue Book 

Top Takeaways:

48% of shoppers start on a marketplace—and 1 in 3 sales happen with no lead: The new Cox Automotive white paper reveals that many sales occur without any trackable lead, underscoring the need to look beyond CRM data.

Dealers are still relying too heavily on outdated metrics: Many continue to judge performance based on lead volume or last-click attribution, missing the full picture of the buyer journey.

Top performers prioritize quality over quantity: Leading dealers are shifting focus to high-intent channels and using tools like weighted engagement to guide smarter ad spend.

Multi-touch attribution is a game changer: Dealers embracing this model are making better, less reactive decisions and protecting their marketing investments more effectively.

Be where the customers are: Ways to understand where shoppers are engaging, partner with platforms that close, and build strategies around real behavior—not assumptions.

Timestamps:

0:00 – 1:37 – Introduction

Jade Terreberry introduces the episode and guest Cody Gentry, AVP of Dealer Success, and previews the discussion on the new Cox Automotive white paper.

1:37 – 3:18 – Marketplace Engagement Stats

Cody reacts to findings that 48% of shoppers start on marketplaces and 8 in 10 engage with third-party sites during their journey.

3:18 – 4:21 – Invisible Shoppers and CRM Limitations

They discuss how one-third of sales happen without any lead conversion and why CRM data alone can’t capture the full picture.

4:21 – 6:07 – Rethinking Success Metrics

Cody explains how top dealers are moving away from lead volume and toward quality-focused strategies.

6:07 – 7:51 – The “100 at-bats” Analogy

Cody shares his baseball-inspired analogy for why fewer, higher-quality leads are more valuable than chasing volume.

7:51 – 10:00 – CRM Use vs. Marketing Strategy

Jade highlights how CRM should be used for operational efficiency—not as the sole source for marketing ROI decisions.

10:00 – 11:39 – Multi-Touch Attribution in Action

Cody shares real-world examples of how dealers are benefiting from multi-touch attribution and avoiding “knee-jerk” decisions.

11:39 – 13:00 – ROI is the Only Metric That Matters

Jade emphasizes that ROI—not lead count—should guide spend, especially as more dealers adopt data-driven decision-making.

13:00 – 14:26 – Final Advice from Cody

Cody urges dealers to “be where the customers are” and partner with platforms that deliver real results.

14:26 – 15:52 – Closing Remarks

Jade wraps up the episode, encourages listeners to subscribe, and previews future conversations on automotive innovation.

Vanessa Lynch, Senior Strategic Sales Manager at Autotrader and Kelley Blue Book, helps unpack the findings of a new Cox Automotive by Perficient whitepaper on attribution blind spots in automotive retail. Vanessa explains how most dealers have a 96% blindspot, why CRM data alone is no longer enough, and how tools like weighted engagement are helping optimize ROI where multi-touch attribution is becoming essential for staying competitive in today’s market.

GUEST EXPERT:
Vanessa Lynch
Senior Strategic Sales Manager 
Autotrader and Kelley Blue Book 

The Whitepaper Mentioned in the Episode

Top Takeaways:

Dealers are missing 96% of the buyer journey: Most dealers only track 2 out of 62 consumer touchpoints, leaving major blind spots in attribution and ROI analysis.

CRM data alone is no longer enough: Broken processes and incomplete CRM entries mean dealers must look beyond traditional metrics to understand true marketing performance.

Weighted engagement is the new gold standard: Top-performing dealers are shifting from lead volume to lead quality, using tools to assess full-funnel engagement.

Omnichannel consistency drives differentiation: Dealers who replicate their digital experience in-store stand out and attract more engaged, ready-to-buy consumers.

Data-driven strategy is non-negotiable: Vanessa urges dealers to know where their money is going and to adopt multi-touch attribution or risk being left behind

Timestamps:

0:00 – 1:22 – Introduction

Jade Terreberry introduces the episode and guest Vanessa Lynch, Senior Strategic Sales Manager at Autotrader and Kelley Blue Book, and previews the discussion on attribution blind spots and marketing ROI.

1:22 – 3:11 – Why the White Paper Was Created

Jade explains the motivation behind commissioning an independent white paper with Clairvoy, revealing that most dealers only track 2 out of 62 consumer touchpoints.

3:11 – 4:40 – The Attribution Blind Spot

Vanessa shares how this blind spot shows up in daily dealership operations and why relying solely on CRM data can lead to inaccurate ROI assessments.

4:40 – 6:18 – Rethinking ROI and Lead Metrics

Jade and Vanessa discuss the shift from lead volume to lead quality, and how outdated cost-per-lead metrics are being replaced by engagement-based models.

6:18 – 8:43 – Weighted Engagement and the New KPI

They explore how the weighted engagement formula helps normalize and value different consumer interactions, enabling more accurate ROI calculations.

8:43 – 10:28 – From Omni-Channel to In-Store

Vanessa emphasizes the importance of aligning digital and in-store experiences to attract and retain more consumers.

10:28 – 11:58 – Tools That Drive Transparency

Vanessa highlights how tools like nVision and Clairvoy provide full-funnel visibility and help dealers understand shopper behavior across platforms.

11:58 – 13:33 – Embracing Multi-Touch Attribution

Jade explains how Cox Automotive was an early adopter of third-party attribution tagging and why dealers must evolve beyond first- and last-touch models.

13:33 – 14:11 – Final Advice from Vanessa

Vanessa urges dealers to know where their money is going, understand shopper engagement, and build a data-driven marketing strategy.

14:11 – 16:57 – Closing Thoughts

Jade wraps up the episode with a call to action for dealers to embrace data, protect their marketing spend, and prepare for the future of automotive retail.