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Dealers are still relying too heavily on outdated metrics: Many continue to judge performance based on lead volume or last-click attribution, missing the full picture of the buyer journey.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