DMSC Discussed The Gaps - Everest Fills Them

I attended the Digital Marketing Strategies Conference (DMSC) last week in Austin. As I reflect on the conversations, keynotes, and workshops during the event, I am pleased to see that our new Everest platform fills many of the gaps in automotive retailing which were identified at DMSC.

Let me highlight some of the gaps which were discussed:

Identity Resolution: Must Have Tech

The ability to recognize when existing customers or returning shoppers are on the dealer's website opens up new opportunities to convert shoppers into sales. Identity resolution technology can also power personalization; more than just a pop-up message or banner.

Some dealers have yet to leverage identity resolution at scale to make a measurable impact in sales.

Our Everest platform leverages our digital ID to connect shoppers across all websites in a dealer group, as well as offering meaningful personalization to navigational menus, offers, and conversion tools. Dealer groups have always been aware their customers are cross-shopping on their individual group websites, but have not leveraged that behavior to increase sales within the group.

Audience Management: Just Starting

Dealers now have the ability to manage their first-party data (using a CDP) to create actionable audiences of consumers to power better marketing and communication strategies. Also discussed at the show were the opportunities which arise from using third-party audiences (i.e. Active Shopper Network ) to reach active shoppers.

Everest develops first-party data audiences from website activities across trade, digital retailing, and credit pre-approval tools with unified identity resolution tracking. Everest has also demonstrated it can ingest audience data from Orbee and Client Command to power website personalization and targeted marketing.

Some dealers commented they have yet to develop an audience management strategy (first-party and third-party) because their website platform couldn't use the data in any meaningful way.

Everest gives dealers choices and enhanced data activation options because of our open architecture.

IFRAME Headaches: A Plague on the Industry

Multiple speakers spoke of a day when iframe tools worked together to seamlessly support identity resolution. Today, most dealers are unaware that they can't create abandoned shopper audiences because their iframed tools don't connect the shopper journey from the website.

Everest has integrated tools for trade, digital retailing, credit, and chat which support our digital ID or any identity resolution pixel. This gives dealers better website performance, faster load times, and a connected journey of events in Google Analytics (GA4) and their CDP.

Marketing Automation: Gaps in Conversion Signals in GA4

While marketing automation has been available for dealers for years, it was clear that many Marketing Automation Platforms (MAP) have not been diligent in their efforts to get dealers to configure GA4 properly so they have the ability to see all the shopping activities across website tools like trade, DR, credit, and service schedulers. The lack of events in GA4, generated by their primary retail tools, creates gaps in conversions and engagement signals which Google Ads needs.

Everest solves that problem because all our retail tools support the ASC Specification which means that all engagement and conversion events are available in GA4 for marketing optimization. Since our MAP powers a multi-channel marketing strategy, including Amazon advertising, this means our campaigns can be optimized to save dealers money and get them more of what they want: active shoppers who set appointments to visit the dealership.

Join The Everest Keynote - June 13th

If you are interested in the power of our new Everest platform, I invite you to join our online keynote presentation tomorrow. You can register to attend on this page .

Imagine what can be possible when you break free from disconnected web technologies and create a seamless technology stack which can deliver consistent, personalized shopping experiences.

If you can't attend the keynote, contact us to schedule a private demonstration of Everest. After hearing all the conversations at DMSC, I believe Everest is perfectly timed to help dealers reach their next level of operating efficiency while also elevating the customer experience.

I hope you can join us tomorrow.