Charlie Bass, VP Sales
Dominating digital advertising
Charlie Bass, VP Sales
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Charlie Bass, VP of Sales at PureCars, showed up at this year’s NADA Show 2019 to spread the word about the company’s digital solutions, which are meant to help dealers dominate the digital advertising world.
Bass said the experience at the event was fantastic due to the interest from new customers, as well as existing ones that passed by the booth to hear about the company’s latest developments. He also discussed the release of Signal, the company’s multi-touch attribution product that reveals what advertising sources are working for dealers, and what your actual return on investment is for that advertising source.
“We are trying to get away from how many clicks or how any vehicle detail page views you saw, and go more towards ‘did I sell a vehicle’ and ‘what’s my return on that advertising investment’,” said Bass. “It’s not just about looking at phone calls, email leads, and things that are very linear, because a lot of times consumers will go to Facebook, Google the manufacturer sites, and then they may not even call or email before walking into the dealership.”
He adds: “We can now show the dealers all of those different click points and how engaged that consumer was, and then give credit to each of those advertising mediums.”
PureCars began with data acquisition when they entered the Canadian market: they reviewed the market data, which was anonymized to comply with all the privacy laws in Canada. They conducted extensive studies over the span of a year to understand where cars and trucks are selling in Canada, and where dealerships are selling those vehicles.
“We marry that data up so that you (the client) can understand the market first, and once we understand the market, we can then understand what vehicles should be boosted and what vehicles actually need to be advertised,” said Bass.
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