The Drive for Data

How the New Normal Is Accelerating the Shift to Digital Retailing

The Future of Automotive Marketing in a Customer-Centric World

The New Normal has accelerated the auto industry’s race toward a superior ecommerce-driven customer experience for new car sales and aftersales. But the obstacles are many.

In this Winterberry Group research report, interviews with nearly three dozen senior marketers at OEMs, dealer groups, and industry suppliers in North America and Europe reveal the challenges the automobile industry faces, including:

  • Lackluster digital retailing experiences—characterized by misalignment of dealer and OEM offers plus an absence of real-time inventory access—are undermining a full digital shift.
  • Fragmenting paths-to-purchase have increased the importance of marketing attribution as consumers turn their attention, interest, and buying activity to digital channels.
  • A siloed approach to managing data—created by the distinct repositories OEMs and dealers maintain for customer, transactional, and marketing performance data—is inhibiting insights and activation.

Don’t miss these timely insights from thought leaders at BMW, Chevrolet, Ford, General Motors, Hyundai, Nissan, Subaru, Toyota, and Volkswagen.

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