Tag: Main Episode

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.

GUEST EXPERT:

Noah Lee
Director of Product Consulting
Cox Automotive

Top Takeaways:

• Click to Close is a Journey, Not a Moment: The car buying process involves hundreds of micro-interactions. Every click and contact counts, especially in the final stages of decision-making.

• First-Party Data is Your Game Changer: Leveraging dealership-owned data enables more relevant, personalized marketing and follow-up strategies that resonate with today’s informed shoppers.

• Omnichannel Expectations: Consumers expect a seamless transition between online and in-store experiences. Reducing friction and repetitive steps is key to maintaining engagement.

• AI’s Role in Personalization: AI can enhance both the shopper and staff experience by offering insights, recommendations, predictions, and automation—when powered by quality data.

• Cultural Shift is Crucial: Dealerships must foster a culture that embraces technology, aligns staff incentives, and redefines roles to support a more consultative, data-driven approach.

• Know Your Blind Spots: Tracking and measuring every step of the customer journey is essential. Dealerships must move beyond outdated metrics and embrace data transparency.

Timestamps:

0:00 – 0:47 – Introduction

Jade Terreberry introduces the episode and guest Noah Lee, Product Manager at Dealer.com, and previews the topic of optimizing the car buying journey from click to close.

0:47 – 2:00 – Defining “Click to Close”

Noah explains how the dealership experience between the initial online interaction and final purchase is often inefficient, and how trust and transparency are key to keeping consumers engaged.

2:00 – 3:44 – The Evolving Consumer Study

Insights from Cox Automotive’s research reveal that consumers expect a seamless, omnichannel experience, but many dealerships haven’t yet figured out how to deliver it.

3:44 – 6:59 – Every Click Counts

Noah emphasizes the importance of engaging consumers throughout the entire journey, not just at the first lead, and how real-time data and identity resolution can help validate offers and build trust.

6:59 – 8:58 – Demographics and Personalization

Millennials and Gen X are leading car purchases. Dealerships must use data to personalize experiences and reduce friction during in-store visits.

8:58 – 10:15 – AI in Automotive Retail

Discussion on the growing role of AI in the car buying process, including both its benefits and challenges in delivering accurate, human-like interactions.

10:15 – 13:39 – The Four Pillars of AI Strategy

Noah outlines how Cox Automotive uses AI for insights, recommendations, predictions, and automation—and how dealers can adopt these tools at their own pace.

13:39 – 15:40 – Empowering Dealership Staff

AI isn’t just for shoppers—it also helps dealership staff understand customer behavior and deliver more relevant, timely interactions.

15:40 – 20:15 – Cultural Shifts and Role Redefinition

Dealerships must embrace a cultural shift, redefining staff roles and building confidence in tools that enhance efficiency and profitability.

20:15 – 21:25 – Final Takeaway

Noah shares his top recommendation: identify blind spots, track everything, and use data to guide decisions.

21:25 – 22:17 – Closing Remarks

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

Susan Blue, VP of Operations for Dealer Sales and Solutions at Cox Automotive, joins Jade Terreberry to demystify the evolving role of Customer Data Platforms (CDPs) in automotive retail. Susan explains the difference between standalone and native CDPs, the power of embedded data across the Cox ecosystem, and how these platforms are transforming marketing, CRM, and customer experience strategies. She also shares how AI and real-time data are driving personalization, efficiency, and profitability for dealers and OEMs alike.

Guest Expert:

Susan Blue

VP of Operations – Dealer Sales and Solutions 

Cox Automotive 

Key Takeaways:

• CDPs Are Not Just a Buzzword: Unified consumer data can help deliver personalized, timely messaging across the entire customer journey.

• Native vs. Standalone CDPs: Native CDPs, like Cox Automotive’s, are embedded into dealer tools, enabling real-time insights and seamless workflows without extra logins or systems.

• Data Quality Is Everything: A CDP is only as powerful as the data it contains – the key it to have and use real-time signals from across activities.
• AI + CDP = Smart Automation: AI-powered insights, predictions, and automation help dealers deliver the right message at the right time with minimal effort yielding smarter spend and better results.

• Future-Ready Strategy: Hear the behind the scenes on what Cox is investing in when it comes to unified consumer profiles and embedded intelligence to help dealers market more efficiently and build stronger customer relationships.

Timestamp:

0:00 – 0:47 – Introduction

Jade Terreberry introduces the episode and guest Susan Blue, VP of Operations at Cox Automotive, and previews the topic of CDPs.

0:47 – 2:36 – What Is a CDP?

Susan defines Customer Data Platforms and explains the difference between standalone and native or embedded CDPs.

2:36 – 5:34 – Audience Activation and Personalization

Jade and Susan discuss how CDPs help dealers manage relationships with both known and unknown consumers across the purchase and ownership journey.

5:34 – 6:48 – Native CDPs in Action

Susan shares how native CDP powers personalized marketing and CRM experiences using real-time consumer behavior data.

6:48 – 9:30 – Embedded CDP Benefits

Examples of how embedded CDPs enhance CRM workflows, improve conversations, and create a seamless consumer experience.

9:30 – 11:39 – Why Native CDPs Matter

Susan outlines the benefits of native CDPs, including ease of use, compliance, and real-time data integration.

11:39 – 12:57 – Data as the Foundation

Jade and Susan emphasize the importance of high-quality, refreshed data in powering AI and automation.

12:57 – 14:28 – What’s Next for Cox Automotive

Susan previews future innovations, including unified consumer profiles, AI-driven insights, and smarter marketing tools.

14:28 – 16:02 –  AI + CDP = Dealer Advantage

Discussion on how AI and native CDPs work together to deliver insights, recommendations, predictions, and automation.

16:02 – 17:10 – Final Advice for Dealers

Susan shares her top recommendation: choose a CDP that makes personalization easy and leverages the best data.

17:10 – 19:06 – Closing Remarks

Jade wraps up the episode, encouraging listeners to subscribe and stay tuned for more insights on the road ahead.

Margaret Bosworth, Director of Fraud, Identity, and Compliance Solutions at Equifax, joins Jade Terreberry for the first of a two-part series focused on fraud prevention in the automotive industry. In this first episode, the different types of fraud—first-party, third-party, and synthetic identity fraud—are broken down highlighting how education, technology, and cross-industry collaboration are key to protecting dealerships and consumers. Listen for insights into emerging fraud trends and how both Cox Automotive and Equifax are evolving its tools to help dealers stay ahead of threats while maintaining a smooth customer experience.

Guest Expert:

Margaret Bosworth

Director of Fraud, Identity and Compliance Solutions

Auto, Insurance and Telco Vertical

Equifax

Key Takeaways:

Understanding Fraud Types: Learn the differences between first-party fraud (like credit washing) and third-party fraud (including synthetic identities) and how they impact dealerships.

Emerging Threats: Hear how fraudsters are evolving, including the use of child SSNs and fake identities to build synthetic credit profiles.

Technology as a Defense: See how real-time data, device behavior tracking, and fraud detection tools can identify suspicious activity early in the customer journey and can help you combat fraud.

Cross-Industry Collaboration: Understand the importance of partnerships between dealers, lenders, and tech providers to create a unified fraud prevention strategy.

Creating a Fraud-Aware Culture: Learn why dealership-wide education and awareness are essential to successfully adopting fraud prevention tools and practices to protect your business.

Timestamps:

0:00 – 0:31 

Introduction

Jade Terreberry introduces the topic of fraud and guest Margaret Bosworth, kicking off part one in a two-part series on fraud prevention in automotive.

0:31 – 2:20 

Defining Fraud in Automotive

Margaret explains the importance of understanding fraud and balancing customer experience with risk mitigation in automotive.

2:20 – 4:14 

First-Party vs. Third-Party Fraud

Breakdown of the two main fraud categories and their relevance to dealerships, including an intro to credit washing and synthetic IDs.

4:14 – 5:46 

Credit Washing Explained

Margaret provides a relatable example of credit washing and how it can mislead dealers and lenders during underwriting.

5:46 – 7:33 

Synthetic Identity Fraud

Discussion on how synthetic identities are created and why they’re a growing threat in the automotive space.

7:33 – 9:29 

Fraud Detection Technology

Jade and Margaret explore how Cox Automotive and Equifax use advanced tools to detect bot behavior and non-human activity.

9:29 – 11:13 

Predictions and Future Threats

Margaret shares predictions on fraud trends they are seeing at Equifax and how evolving customer journeys create both risks and opportunities for detection.

11:13 – 12:28 

Equifax’s Role and Industry Collaboration

A look into how Equifax partners with Cox Automotive and others to build practical, real-time fraud prevention solutions.

12:28 – 14:04 

Building a Fraud-Aware Culture

Jade and Margaret discuss the importance of internal education and making fraud awareness part of dealership culture, and what you can gain by doing so.

14:04 – 15:51 

Final Thoughts and Anecdote

Margaret shares a personal story with her children that illustrates the mission of fraud prevention and the importance of understanding its impact.

15:51 – 17:26 

Closing Remarks

Jade previews part two of the podcast series with Cox Automotive and Equifax and encourages listeners to subscribe for more insights and tools to protect their dealerships, as well as the first to hear when the 2^nd part of the series is released.

GUEST:

Chad Atwater

Director of Sales

Autotrader and Kelley Blue Book

Guest Expert: Chad Atwater, Director of Sales for Autotrader and Kelley Blue Book, joins Jade Terreberry to have a quick but impactful conversation at the AIS NRC Conference to discuss how dealers can use real-time data to drive performance and stay competitive in a rapidly shifting market. Chad shares practical strategies he sees working inside dealerships for leveraging tools like nVision to manage inventory, optimize operations, and align digital activity with physical lot performance, also emphasizing the importance of dealership processes in converting online engagement into closed deals.

Key Takeaways:

Real-Time Data is Critical: Dealers must use tools like Envision to monitor and respond to consumer behavior in real time.

Virtual Lot Activity Predicts Physical Lot Success: Online engagement is the most direct indicator of upcoming in-store activity.

Optimize Every Step from Click to Close: Success depends on managing the full customer journey—from first click to final sale—through operational efficiency.

Dealer Processes Matter: Internal dealership processes must be aligned and efficient to convert digital leads into real-world sales.

Use Metrics That Matter: Focus on actionable analytics to make smarter decisions and move inventory faster.

Timestamp:

0:00 – 0:31 

Introduction

Jade Terreberry introduces the podcast and welcomes Chad Atwater, Director of Sales for Autotrader and Kelley Blue Book.

0:31 – 1:45 

Real-Time Data and nVision

Chad emphasizes the importance of using real-time data tools like Envision and highlights the value of Jeff Flak’s weekly sessions.

1:45 – 3:12 

Virtual Lot as a Predictor

Discussion on how online consumer behavior is the best indicator of what will happen on the physical lot.

3:12 – 4:32 

Operational Optimization

Chad explains how dealers can use real-time data to manage inventory, people, and processes more effectively.

4:32 – 5:35 

Using the Click to Close Strategy

Jade and Chad discuss the importance of dealership processes in converting digital engagement into sales, emphasizing the full journey from click to close.