In this episode host Jade Terreberry sits down with Elizabeth Stegall, Senior Director of Client Retention at Autotrader and Kelley Blue Book. They discuss the latest strategies for maximizing return on investment (ROI) in the automotive industry, focusing on overcoming data blind spots, optimizing revenue streams, and enhancing customer lifetime value.
You’ll walk away with valuable insights and actionable advice to drive your dealership’s success in 2025 and beyond.
Key Episode Takeaways:
Overcoming Data Blind Spots: Many dealers have historically struggled with making informed spend decisions due to significant data blind spots. By adopting a holistic approach to ROI measurement, dealers can better understand and optimize their marketing spend, leading to increased market share and profitability.
Optimizing Revenue Streams: Dealers should focus on mastering market share across three key areas: traditional retailing, distance retailing, and e-commerce retailing. Understanding and aligning marketing strategies with consumer behavior in these areas can drive significant growth and efficiency.
Enhancing Customer Lifetime Value: Staying connected with both sold and unsold customers throughout their purchase and ownership journey is crucial. This approach helps lower consumer acquisition costs and improves overall profitability by fostering long-term relationships and customer loyalty.
Debunking Industry Myths: The new MythBusters series aims to cut through the noise in the automotive industry. One key myth to debunk is the misconception that customer management tools are effective marketing attribution tools. Dealers need to adopt more comprehensive data strategies to accurately measure and optimize their marketing efforts.
Leveraging Data Science and Technology: The integration of advanced data science and technology, including AI and consumer journey pathing, provides dealers with deeper insights and more effective tools to enhance their ROI and drive business success.
These episode highlights the importance of data-driven decision-making, strategic marketing, and customer-centric approaches in the evolving automotive landscape.
About Our Guest:
Elizabeth Stegall
Senior Director of Client Retention
Autotrader and Kelley Blue Book
Timestamps and Takeaways
0:00 – 0:24
Introduction
Jade Terreberry introduces the podcast and the guest, Elizabeth Stegall, Senior Director of Client Support and Sales Leadership Teams at Autotrader and Kelley Blue Book.
0:24 – 1:26
Guest Introduction
Elizabeth Stegall is welcomed back to the podcast, reminiscing about their first episode recorded at the AIS NRC Conference.
1:26 – 2:58
Challenges in Market Share and Spend Decisions
Discussion on the challenges dealers face in making good spend decisions due to faulty measurement strategies and the importance of understanding ROI.
2:58 – 4:53
Overcoming Data Blind Spots
Elizabeth explains how dealers can pivot their approach from a singular mindset of attribution to a better understanding of marketing’s impact on profitability.
4:53 – 6:56
Revenue Streams and Market Share
Jade emphasizes the importance of measuring and mastering market share across traditional retailing, distance retailing, and e-commerce retailing.
6:56 – 8:30
Consumer Behavior and Marketing Strategies
Elizabeth discusses the evolution of consumer behavior and how dealers can align their marketing strategies to meet consumer needs.
8:30 – 10:31
Evolving Consumer Journey
Jade highlights the importance of understanding the evolving consumer journey and the pitfalls of relying on a singular source for decision-making.
10:31 – 11:12
Revenue and Lifetime Value of the Customer
Elizabeth talks about the importance of staying connected with both sold and unsold customers throughout their purchase and ownership journey.
11:12 – 12:30
Customer Experience and Referrals
Jade and Elizabeth discuss the significance of creating a partnership with customers and asking for referrals to enhance customer experience and retention.
12:30 – 14:09
Myth Busting in the Automotive Industry
Introduction of the new Myth Busters series, with Elizabeth debunking the our first “myth” of data attribution
14:09 – 15:49
Data Science and Technology
Jade talks about the new data science and technology being introduced to provide better insights and improve ROI for dealerships.
15:49 – 16:30
Closing Remarks
Jade wraps up the episode, encouraging dealers to re-listen to the episode and put the insights into action, and introduces the upcoming Myth Busters series.
