Digital Advertising is Being Disrupted–What Comes Next? | Car Dealership Guy Podcast

I don't know why people hate them. I mean, listen, everyone knows everything about us anyways. At this point, give me the target and add, save me some time. Yeah, I think that's how most good zoopers feel. Google is changing the way it tracks you online and digital advertising is being disrupted. But the big question, what does this mean for the future of car dealerships? Today, I'm speaking with Ron Andrews, VP of business development at Cars Commerce, a technology company empowering automotive that simplifies everything about buying and selling cars. We discuss his $1 billion dealership marketing playbook, unlocking the secrets of a car shopper's mind, the end of targeted ads, and much more. Don't forget to click subscribe so you never miss an episode.

我不知道为什么人们讨厌它们。我是说，听着，其实大家都已经知道我们的一切。到这个时候，给我目标和附加，省点时间。是的，我觉得这就是大多数优秀的动物园工作者的感觉。谷歌正在改变它在线追踪你的方式，数字广告正在受到干扰。但是，重要的问题是，这对汽车经销商的未来意味着什么？今天，我正在与车辆交易技术公司的商务拓展副总裁Ron Andrews进行对话，他们致力于汽车交易的简化。我们讨论了他的10亿美元经销商营销手册，揭示了购车者心理的秘密，精准定向广告的终结，等等。别忘了点击订阅，这样你就不会错过任何一集。

What's up, everyone? This is Car Dealer Ship Guy. You're listening to the Car Dealer Ship Guy podcast, which is my effort to give you access to the most transparent insights into the car market. But before we dive into the show, this episode is brought to you by CDK Global. CDK Global has been empowering nearly 15,000 dealers with the tools and technology they need to build deeper relationships with customers. Their team is keenly aware of the state of dealership technology. And while many vendors promise seamless experiences between your CRM, DMS, digital retail, and fixed ops, most of these bolt-on solutions tend to break workflows and cause more harm than good. That is why CDK has launched the New Dealership Experience platform. This new integrated software consists of everything you need to operate a dealership efficiently while delivering an unparalleled experience to your customers. Basically, everything working together, not separate, one system to run your dealership as opposed to 10. CDK developed it with an outside-in approach listening to dealers every step of the way.

大家好，我是汽车经销商小伙子。你正在收听汽车经销商小伙子播客，这是我努力为你提供对汽车市场最透明的见解的努力。但在我们开始节目之前，本集的赞助商是CDK Global。CDK Global一直在为近1.5万家经销商提供他们需要的工具和技术，从而与客户建立更深入的关系。他们的团队对经销商技术的现状非常了解。尽管许多供应商承诺在客户关系管理、经销商管理系统、数字零售和固定运营之间实现无缝体验，但大多数这些外挂解决方案往往会破坏工作流程，造成更多的害处而非好处。这就是为什么CDK推出了新的经销商体验平台。这个全新的集成软件包括了你经营经销商所需的一切，同时为你的客户提供无与伦比的体验。基本上，一切都在一起运行，而不是分开的，一个系统来运行你的经销商，而不是十个系统。CDK用顾客需求为先的方法开发了这一平台，一路倾听经销商的声音。

You can learn more about CDK's dealership experience platform by visiting CDKglobal.com slash DXP or clicking the link in the show notes below. This episode is also brought to you by Witham, one of the largest dealership accounting firms in the country. Witham partners with dealers to help maximize revenue and cut costs, adding profits straight to the bottom line for dealers. And dealers, one of the easiest ways to add thousands to your bottom line is by working with Witham to submit for a warranty reimbursement rate adjustment. Witham has the insights and resources to quickly get parts and labor rate approvals across all manufacturers with zero disruptions to daily operations. Contact Witham today to get a free estimate on the potential profit you may be missing out on by visiting Witham.com slash warranty or clicking the link in the show notes below. Lastly, this episode is also brought to you by Cars Commerce. I'd like to thank Cars Commerce for coming on as a guest and also supporting this podcast.

您可以通过访问CDKglobal.com/ DXP 或点击下方节目注释中的链接来了解更多关于CDK的经销商体验平台。这一集也由 Witham 赞助，他们是全国最大的经销商会计公司之一。Witham与经销商合作，帮助最大化收入，降低成本，直接将利润增加到经销商的底线上。经销商，想要将成千上万的利润增加到您的底线的最简单方法之一就是与 Witham 合作申请保修费率调整。Witham拥有洞察力和资源，可以快速获得所有制造商的零部件和工时费率批准，而且不会对日常运营造成任何干扰。今天立即联系 Witham，通过访问 Witham.com/warranty 或点击下方节目注释中的链接，获取您可能会错过的潜在利润的免费估算。最后，这一集也由 Cars Commerce 赞助。感谢 Cars Commerce 作为嘉宾参与并支持本播客。

Ron Andrews on the Car Deals For Guy podcast. Ron, welcome. Thank you for having me. Thank you for coming on. Ron, we were just having a nice little chat here because I was a dealer and spy customer for my early days in the car business. And it's funny that you mentioned that you actually knew that. Go figure, right? Small world. But it's good to finally connect. Yeah, man, it's a little bit of nostalgia when you start pulling up some of our first clients, like websites. We used to celebrate every single website that we launched. We sent out these company emails, all that stuff. So I actually pulled up the old email that we sent out when we launched your website back in the day. Very cool to see a complete circle. You guys killed it. I was, we were, you know, we were growing as an independent group at the time. And, you know, I remember just looking for something higher-end. And then I came across DI and I, again, like the funny thing is I had no idea if what you were selling was a complete load of crap at the time, which it wasn't. I figured out, you know, by being a client, but I just remember seeing these like beautiful design images marketing and I was like, all right, I'm sold. And so it ended up working out very well for us because, you know, lots of people ended up, you know, trying to copy our design back then, but it was, it was cool, you know, come across you and to know that you were part of that early team, that's funny how all that works. Yeah, it's still the style, just like looking back on it.

罗恩·安德鲁斯在《汽车商谈》播客上。罗恩，欢迎。谢谢你接受邀请。谢谢你加入。罗恩，我们刚才在这里聊得很愉快，因为我在汽车行业的早期时期是一个经销商和顾客间的间谍。你提到你居然知道这件事，真是有趣，是吧？这个世界就是这么小。但很高兴最终能联系起来。是的，兄弟，当我们开始回顾一些我们的初始客户，比如他们的网站时，会有一些怀旧的感觉。我们曾经为每个新网站的发布都庆祝过。我们发送了公司邮件，做了各种事情。所以我实际上找出了当年为你们网站发布时我们发送的旧邮件。完整地看到白马王子。你们真是太棒了。当时，我们作为独立团队在成长。你知道，我们正努力追求更高端的东西。然后我找到了你们，我当时也不知道你们销售的东西是什么鬼，但事实并非如此。成为客户后我才搞明白，但我还记得那时我看到那些美丽的设计图片和营销内容，我就说，好，我买账了。最终对我们来说效果非常好，因为很多人都尝试复制当时我们的设计，但是有趣的是，遇到你们并发现你是那支早期团队的一部分，这真是有趣，一切都是那么顺其自然。是的，风格仍然是的，就像回顾一样。

You know, I still think we're very true to our roots in a lot of ways, like, you know, just crappy and just trying to think bigger. You know, naturally, like the industries evolved a lot. So, you know, we had to as well, but it was cool to be a part of that, you know, sort of early team that like bootstrapped the company and got it going and, you know, to see how it's evolved and to be a part of cars commerce. It's been an exciting journey and there's still so much ahead of us. Well, I hope you made a lot of money on acquisitions. That's what I can tell you. Okay. I see that smile. All right.

你知道，我仍然认为我们在很多方面都很忠于我们的根源，就像，你知道，有点垃圾，但试图去思考更大的事情。你知道，行业自然会发展很多。所以，你知道，我们也必须跟着发展，但很酷能成为那种早期团队的一部分，像创业一样开创公司，并看到它如何发展，参与汽车商务。这是一段激动人心的旅程，我们还有很多事情要做。嗯，希望你在收购中赚了很多钱。这就是我能告诉你的。好的，我看得出你笑了。好的。

I think on that note, right, I want to start because your beginnings in the car business start way before dealer inspire. They start with you were working at an actual dealership which brought you to the industry. Take us through your background and, you know, how you got into this industry to begin with. Yeah, I, you know, started off as an intern, working for a small dealer group up in Northern Wisconsin. And I called that out because like, they were just as traditional as you could possibly imagine. And I had a friend that was working there as a service advisor and the owner was leaving one night and was walking through the service drive. And I guess somebody was complaining about their website saying they couldn't schedule an appointment or something along those lines. And at the time I was doing like some web development, working on WordPress, doing some content publishing from my university.

我认为，在这个问题上，对，我想要开始说，因为你在汽车行业的起点早在Dealer Inspire之前。你在一家实际的经销商那里工作，这才让你进入了这个行业。请向我们讲述一下你的背景，你是如何最初进入这个行业的。是的，我开始是一名实习生，为威斯康星北部的一家小型经销商集团工作。我之所以提到这一点是因为，他们就像你能想象的那样传统。我有个朋友在那里当服务顾问，老板在一天晚上离开时经过维修车道。我猜有人在抱怨他们的网站，说他们无法预约或类似的问题。那时我正在做一些网站开发，用WordPress工作，从大学时期就开始做一些内容发布。

And my friend said, Hey, I got a guy that, you know, you might want to talk to you. He's doing some similar things. And he connected us and I did an internship over the summer and they said, Hey, you know, we'd love to keep you around and kind of teach you the business. Fortunately, I connected with the owner and built a great relationship with them. And, you know, from there it just kind of took off. I spent some time just kind of focusing on their marketing, but then they said, look, like, if you really want to continue to grow in the industry, like you're gonna have to sell some cars and you're gonna have to like learn how this business really works. So that's, you know, the kind of the path that I took.

我的朋友说，嘿，我认识一个人，你可能想和他聊一聊。他做着一些类似的事情。然后他把我们联系了起来，我在暑假实习了一段时间。他们说，嘿，我们希望留住你并教你这个行业。幸运的是，我和老板建立了很好的关系。从那时起，事情就开始起飞了。我花了一些时间专注于他们的营销，但后来他们说，如果你真的想在这个行业中不断成长，你就必须卖一些车，了解这个行业是如何运作的。这就是我选择的道路。

I sold cars for a while. I was an internet sales manager for a long time. And then when the group was acquired by a 20 store group, I became the e-commerce director for overall, like the group operations. And somewhere along the line, you know, I met these guys, Joe Chura and Matt Cole, who were starting this little company called dealer inspire. And they're like, Hey, you should really come work for us.

我曾经做过汽车销售。长时间担任互联网销售经理。后来集团被一个拥有20家店铺的集团收购，我成为整个集团运营的电子商务总监。在这个过程中，我认识了Joe Chura和Matt Cole，他们正在创办一个叫做Dealer Inspire的小公司。他们说：“嘿，你真的应该加入我们。”

And, you know, funny enough, at the time, like I was actually like really hesitant to do that. Cause look, car business pays really well. Like, you know, just, you gotta admit it. No doubt about it. This little startup was like, man, like, you know, we don't really know where this is gonna go. Like there's a lot of risk involved. And, you know, I remember having these moments where, you know, I've kind of flip flop and back and forth. Like what do I want to do? Came down, spent a day in the office, you know, with Joe and team. And no joke, we were building tables. Like before I even interviewed with Joe, like he was running late. So I was, I was building tables, setting up the office. This is like how early on this was.

你知道的，有趣的是，当时我其实非常犹豫要去做那件事。因为看，汽车行业收入很不错。就好比你知道的，不容置疑。这个小创业公司嘛，就像，你知道的，我们不太清楚未来会怎样。充满了风险。我记得有这么一些时刻，我很犹豫徘徊，不知道要做什么。最后还是决定来到办公室，和乔和团队一起待了一天。真没在开玩笑，我们在搭桌子。在我和乔面谈之前，他还迟到了。所以我就帮忙搭桌子，布置办公室。这就是当时事情有多早期。

And, you know, just realized that it was an amazing culture with some really great people. And it turned out to be one of the best decisions I've ever made in my life. 100%. You know, we got to get Joe on the podcast. That's overdue. We haven't had him on yet. And I think that would be a great, great story. So Joe, if you're listening, let's get you on.

而且你知道，我突然意识到这是一个很棒的文化，有一些非常优秀的人。这事实证明是我人生中做过的最好的决定之一。100%肯定。你知道，我们要让乔参加播客节目。这是早该做的了。我们还没有请他来过。我觉得那会是一个很棒的故事。所以乔，如果你在听的话，我们赶紧邀请你来。

So tell us, you know, what was it like going from the dealer world to the vendor side, right? I mean, you were, like you said, you were, you know, internet manager, e-commerce director. What was the, what was that change like for you? I think one of the things that sort of surprised me was, there's so many people on, you know, the vendor side, as it's called, that are hungry to learn more about how the business works. Like, what does it actually take to sell a car? How did dealerships make money? You know, like all of that, like nuance and detail, they just don't get, because so many folks like don't come from the dealer world into like the tech or like the marketing space.

请告诉我们，你知道的，从经销商世界转向供应商一侧是什么感觉，对吧？我是说，你是，你知道，互联网经理，电子商务主管。这种变化对你来说是什么样的？我认为让我感到意外的一件事是，供应商这一方面有很多人都渴望了解业务是如何运作的。比如，到底需要什么才能卖出一辆车？经销商是如何赚钱的？你知道，就像所有那些微妙和细节，他们都不是很懂，因为很多人不是从经销商世界转向技术或市场营销领域的。

And that's actually something that I've been, I've been really passionate about. We started like, you know, these things called like dealer talks and we started creating like little, you know, advisory panels and things for like, you know, our team members to actually talk to dealers, to talk to, you know, the sales managers and the people running stores to help educate them. And, you know, make sure that they understand all of the detail of like, we're running this marketing for you. We're building these websites for you. We're building these software solutions. But like, what does it actually mean for your business, right? Like how are you actually utilizing it? What are your pain points? What are your needs?

这实际上是我一直非常热衷的事情。我们开始了类似经销商讨论的活动，开始建立小型咨询小组，让我们的团队成员与经销商、销售经理和店铺经营者进行交流，帮助他们了解我们为他们运营的营销活动的所有细节。确保他们了解，我们为他们制定这些网站，提供这些软件解决方案的意义。但是，对于你的企业来说，这实际上意味着什么呢？你是如何实际利用它的？你的痛点是什么？你的需求是什么？

So that was probably the biggest surprise was just, you know, how much some of that stuff gets disconnected. Tell me about this concept of like modern retailing. Like, is that just a buzzword? What does this mean to you? You know, I remember with modern retail and digital retail and everything started coming, like get out of the forefront. I think this was like like 2017 or 2018. Every year you hear about it. Every year you hear about it. Like, our bottom was starting to become a household name. And, you know, I think everybody was like, oh God, I need to sell cars online. They're trying to figure out how do we do that?

所以可能最大的惊讶就是，你知道，一些东西居然会出现这么多断裂。告诉我关于现代零售这个概念。这只是一个流行词吗？对你来说这意味着什么？我记得现代零售和数字零售等概念开始出现在前沿，这大概是在2017或2018年。每年都会听到这些概念。每年都会听到这些概念。大家似乎都在努力让自己的品牌变得家喻户晓。我想每个人都在想，天啊，我也需要在网上销售汽车。他们试图找出如何做到这一点。

You know, the interesting thing is, is like dealers have been selling cars online for longer than they give themselves credit for. Hashtag eBay Motors, right? Yeah. Or even just you look at the way that, you know, some salespeople interact with customers even through like email or text. I mean, it's like most of the buying process is happening through some form of technology, right? Like, but look, I learned how to sell cars on a four square. And I'm not that old, right? Like I told you, like I came up in a very traditional dealership, like the GSM. Tell us about the four square for anyone that's not familiar.

你知道，有趣的是，像经销商这样的人已经在网上销售汽车比他们自己意识到的时间更长了。哈希标签 eBay Motors，对吧？是的。或者甚至你看看那些销售人员和顾客互动的方式，即使是通过电子邮件或短信。我是说，大部分的购车过程都是通过某种形式的技术进行的，对吧？但是，看，我学会了如何在四方格上销售汽车。而我并不是那么老，对吧？就像我告诉过你的，我在一个非常传统的经销处成长起来，像GSM一样。对于那些不熟悉的人来说，向我们介绍一下四方格吧。

Ah, so basically the four square is just this like sort of simplistic, like, it almost looks like a tic-tac-toe where you're just building out, like, you know, vehicle costs, trade-in value, financing, and where you're presenting it to the customer kind of just allows you to like manipulate the deal in some ways to make sure that you're maximizing the profit for the dealership.

噢，基本上四方图就是一种简单的形式，几乎像井字游戏一样，在其中你可以填入车辆成本、置换价值、融资及向顾客展示的内容，这样可以帮助你调整交易方式，确保为经销商最大化利润。

Going back to this, a concept of modern retailing, right? Like, what's happening? Look, you are right now. And I guess I should ask you this, right? VP of Biz Dev at Cars Commerce. But what does that actually mean? Like, what do you spend your days on, your time on? What are you doing nowadays? Yeah. So mostly I'm responsible for like revenue growth and innovation of dealer inspire and our Cars Commerce Media Network. So, you know, these two core pillars of our business that are really the growth engine for the company and allowing us, I think, to interact and strategize with our customers in more meaningful ways and utilize, like, our first-party audience, take advantage of more of our tech stack, really just to give dealers, like, the most efficient platform possible for them to be able to sell and acquire vehicles.

回到这个现代零售概念，对吧？就像，发生了什么？看，你现在就在这里。我猜我应该问你这个，对吧？作为Cars Commerce的业务发展副总裁。但这实际上意味着什么？你每天在做什么，花时间在哪里？你现在在做什么？是的。所以，我主要负责Dealer Inspire和我们的Cars Commerce媒体网络的收入增长和创新。所以，你知道，这两个业务的核心支柱真的是公司的增长引擎，让我们能够以更有意义的方式与客户互动和制定战略，利用我们的第一方受众，充分利用我们的技术堆栈，真的只是为了给经销商提供尽可能高效的平台，让他们能够更轻松地销售和获取车辆。

This episode is brought to you by my very own car dealership guy, Industry Jobboard. CDGjobs.com, my industry job board connecting the best talent and automotive with the best companies, will remain absolutely free for CDG listeners to post and fill available roles at their companies. This free job board is for anyone in automotive, vendors, dealers, lenders, manufacturers, auto tech, everyone. Already, over 100 companies have posted open positions, including Lithium Motors, Current Credit Acceptance, Vero's Credit, Cars Commerce, Shift Digital, Plug, Full Path, Westlake, Trade Pending, you got the point. The best part is that when these companies hire through CDGjobs.com, they are hiring the most informed candidates in the marketplace. So, don't hesitate. You can add your open roles today by visiting CDGjobs.com or clicking the link in the show notes below. That's CDGjobs.com.

这一集是由我自己的汽车经销商合作伙伴Industry Jobboard带来的。CDGjobs.com是我所拥有的行业招聘板块，连接着最优秀的汽车人才和最好的公司，为CDG的听众免费提供发布和填补公司空缺的服务。这个免费的招聘板块可以为任何在汽车行业的人士，包括供应商、经销商、贷款人、制造商、汽车科技人员等提供服务。目前已有100多家公司发布了空缺职位，包括Lithium Motors、Current Credit Acceptance、Vero's Credit、Cars Commerce、Shift Digital、Plug、Full Path、Westlake、Trade Pending等等。最好的部分是，当这些公司通过CDGjobs.com招聘人员时，他们正在聘用市场上最了解行情的候选人。所以，请不要犹豫。您可以通过访问CDGjobs.com或点击下面节目说明中的链接来添加您的空缺职位。就是CDGjobs.com。

So, today, right, if I'm a dealer listening to this, I have, let's say, $20,000 to spend a month or something or $30,000. You picked a number, right? I'm sure you get asked this from dealers because this is what you're working on. How do you respond to that? What do you tell dealers nowadays? Because marketing is the question that I get every single day, right? It's the big thing. I mean, 40,000 plus dealers or whatever in the country, right? Commodidized product, for the most part, I guess used maybe a little less so in new car. Obviously, commoditized. You're going to be competing on marketing a lot, right? So, how do you respond to a dealer that asks you? I have 30,000 to spend. What do I do? Obviously, knowing that you work at cars, commerce, but assuming you're giving here an objective kind of well-rounded point of view.

所以，今天，对吧，如果我是一个经销商在听这个，我有，比如说，每个月有2万美元要花或者3万美元。你挑一个数字，对吧？我确信你被经销商问到这个，因为这是你正在讨论的事情。你如何回应？你现在告诉经销商什么？因为市场营销是我每天都要回答的问题，对吧？这是一件大事。我是说，在这个国家有超过40,000个经销商，对吧？大部分是大众化产品，我猜新车可能稍微少一点。显然，大部分是大众化的。你将会在市场营销上面进行很多竞争，对吧？那么，当一个经销商问你的时候，你该如何回应？我有3万美元要花。我该怎么办？显然，明白你在汽车商业上工作，但假设你在这里给出一个客观的、全面的观点。

Yeah, you try to be as unbiased as you can, right? Look, it's interesting. I think back to the days where everybody just wanted to dump as much money into Google as you possibly could because you just knew like what the other result on the other end of it was going to be. You're going to get some clicks and you're going to get some leads and some phone calls. But now, you think about all the different platforms that like customers utilize on a daily basis, whether that's just in their personal lives or actually part of their shopping journey. I think the trick for most dealers is how do you diversify your media mix across all of those channels and utilize all of the tactics available within like the ad managers that bolt onto those things? That gets to be really, really complex.

是的，你尽量做到不偏不倚，对吧？看，这很有趣。我想到以前大家都希望尽可能多投资到谷歌，因为你就知道最终结果会怎样。你会获得一些点击量、一些潜在客户和一些电话。但现在，想想客户每天使用的各种平台，无论是在个人生活中还是在购物过程中。我认为对大多数经销商来说，关键是如何在所有这些渠道上分散你的媒体组合，并利用那些广告管理器中附加的所有可用策略。这变得非常复杂。

Look, we work with some of the most innovative dealer groups. The largest dealer groups in the country. Some of them have like full-fledged like marketing departments that basically operate as an agency. Even they are recognizing that like it's this runaway train where like you have so many different places that you have to be advertising. You have so many different ad formats and things that you have to be utilizing. And then you got to layer an audience. You got to figure out creative like all of those things are tough to work out. And you need really strategic partners to make sure that you're maximizing all of those things.

看，我们与一些最具创新精神的经销集团合作。这些集团是全国最大的经销集团。其中一些就像拥有完整的营销部门，实际上运作如同一家代理机构。即使他们也意识到，这就像是一辆无人驾驶的火车，你必须在许多不同的地方进行广告推广。你必须利用许多不同的广告格式和工具。然后你得在受众群体上再加一层。你必须想出创意，解决所有这些问题都很困难。你需要真正战略性的合作伙伴，以确保最大化利用所有这些资源。

So for me, I always try to balance like demand generation versus demand capture. Demand capture tends to be some of the more traditional things like on the digital side that dealers are used to, like paid social search engine marketing, paid search, et cetera. But demand generation is something that dealers in my opinion still are underinvested in. Those are things like video advertising, OTT, et cetera. Underinvested in? Dealers are underinvested in that. In most cases, I think dealers are underinvested, underutilizing some of the opportunities that they have with demand generation.

对我来说，我总是尝试平衡需求生成和需求捕获。需求捕获往往是一些更传统的事务，像经销商习惯的数字端的付费社交搜索引擎营销、付费搜索等。但需求生成是我认为经销商在投资上仍然不足的部分。这些包括视频广告、OTT等事务。不足投资？经销商在这方面投资不足。在大多数情况下，我认为经销商在需求生成方面投资不足，未充分利用一些机会。

Video was always a place where dealers either bought like traditional linear TV, like cable as an example. But they really didn't do much online at all. And if they did, it was like some pretty simple like pre-roll campaigns as an example. Well, now, I mean, look, dealers can reach customers in so many different ways because they're cutting the cord, they're streaming across multiple platforms, and they can actually serve ads to those customers in much more cost-effective ways than they would just buy like traditional linear cable. The challenge with video is that you've got to figure out the creative, which that's always a little bit of a tough point for dealers. But then the other thing is audience because if you don't have an actual like audience that you're targeting, that cost can get really inefficient really quick.

视频一直是经销商购买传统线性电视（如有线电视）的地方，但他们在线上并没有做太多。即使他们在线上有活动，也只是一些非常简单的前插广告活动。现在，经销商可以通过不同的方式接触客户，因为他们正在摆脱有线电视，通过多个平台进行流媒体传输，并且可以以更具成本效益的方式向这些客户提供广告服务，而不只是购买传统的有线电视。视频的挑战在于您必须找出创意，这对经销商来说总是有点困难。另一个挑战是观众，因为如果您没有真正的目标受众，那么成本可能会非常低效。

So one of the things that we've really focused down is how do we let dealers utilize our first party data, our in-market shoppers, to activate media against. Now, some of that is like we just operate as the agency of record for some clients. Others, we just focus on channel-specific solutions, or we also have outcome-specific solutions. So if a dealer says, hey, I need to move EVs, or I need more trade-in leads, or I just need to focus on like truck shoppers as an example, like we can make sure that we're leveraging our solutions to meet those needs.

所以我们真正专注的一个方面是如何让经销商利用我们的第一方数据，我们的在市场购物者，来激活媒体。现在，有些时候我们会像代理记录一样为某些客户提供服务。另一些时候，我们会专注于特定渠道的解决方案，或者还有特定结果的解决方案。所以，如果一个经销商说，嘿，我需要销售电动车，或者我需要更多的置换线索，或者我只需要专注于像卡车购买者这样的例子，我们可以确保利用我们的解决方案来满足这些需求。

Yeah. What are you seeing in the market as like an ideal channel mix, right? Across dealerships and all the different areas where they can deploy dollars. What do you, in your perspective, right? What are you seeing as like the ideal mix right now? Yeah, I think you got to find a way to make sure that you're generating leads, but you're also generating traffic and as much like in-market shoppers to your site as you possibly can. It's funny, like we look at dealers sometimes and like month over month over month, they're growing traffic. It's at the point where they have 40, 50, 60,000 visitors coming to their site, but they're not selling anymore cars. Right? Like how do you make sure you don't sort of fall into that trap? I think in general, we try to say about 50% of your budgets should probably go towards demand capture, making sure that you're covering off on your paid search terms, your paid social, your inventory ads, all those kinds of things.

是的。在市场上，您认为哪种理想的渠道组合是最好的？跨经销商和所有可以投放资金的不同领域。在您看来，目前最理想的组合是什么？是的，我认为您必须找到一种方法，确保您不仅能够产生潜在客户，还能够吸引流量，尽可能多地吸引市场上的购物者来访问您的网站。有趣的是，我们有时会看到一些经销商，他们的流量每个月都在增长。他们的网站可能有40、50、60,000个访问者，但他们却不再卖出更多汽车。您如何确保自己不会陷入这种陷阱呢？总的来说，我们试图建议将大约50%的预算用于需求捕捉，确保您覆盖了付费搜索词、付费社交、库存广告等所有内容。

The other half of that should be built into demand generation. That can be things like a marketplace investment. That can be video. That can be display, some retargeting, all those types of things. That 50, 50 mix is usually a good starting point and then you can optimize from there. I think the trick is just making sure that again, you're maximizing some of those investments across all those channels and you've got a good partner on the other side that's really helping you build out the right campaigns and the right tactics to generate the results that you're looking for. Tell me more about like, what are you currently seeing in the market? One of the things that I was thinking about prior to this conversation and just doing research on you and your background, your position was the extent to which, you know, the amount of dealers that you come across and you have access to. And so I'd love to understand, right, like some of you're really deep inside of what you're seeing changing right now in the market and just deal our behavior, especially given the fact that we are in an environment with increasing inventories on the new side. Right, which we haven't really seen at the levels where today hasn't been like this for a couple of years. I actually think you cars, commerce put out to stand that new car inventories are up like 109% year over year. And so given all that, right, and we actually have to sell cars again, what are you seeing as best practices or changing behavior from a dealer's perspective?

另外一半的投资应该用于需求生成。这可以是市场投资，可以是视频，可以是展示广告，也可以是一些重新定位，所有这些事情。这种50/50的混合通常是一个很好的起点，然后你可以从中进行优化。我认为关键就是要确保，你在所有这些渠道上最大程度地利用这些投资，并且你有一个很好的合作伙伴，真正帮助你构建出正确的广告活动和正确的策略，以生成你所期望的结果。再告诉我，你目前在市场上看到了什么？在这次对话之前，我在对你和你的背景进行研究时考虑的一件事是，你所接触并可以获得的经销商数量。因此，我非常想了解，对于你正在看到的市场变化和经销商行为的深入了解，尤其是考虑到我们在新车库存不断增加的环境中。是的，我们还需要再次销售汽车，我想了解的是，从经销商的角度看，你看到了什么最佳实践或有关的行为变化，特别是考虑到新车库存量年增率高达109%。因此，鉴于这一切，我们必须再次销售汽车，你看到了哪些最佳实践或经销商行为变化？

Yeah, it's interesting time right now. I mean, look, rates are through the roof. We know that, which means dealers have increased floor plan costs on top of that. Like we got in into we're coming back. So it's kind of this, you know, really challenging mix that dealers have to navigate consumers are making decisions a little bit differently than they did a couple years ago. So, you know, that buying cycle has extended out so much further. And on top of that, then vehicle costs are rising as well. I think in 2019, the average cost of a new car was $38,000. This year, I think it's about to be 48,000. And that's down from a high of 50 in August of 2023. So, you know, all of those things are creating this perfect storm. And I think, you know, a partner of ours, CEO of a large dealer group, he kind of summed it up for me best. When I talked to him at Neda, he said, our salespeople are just out of practice. And I understand like where he's coming from there, you know, like every dealer that we've were working with, you know, for, you know, 2021, 2022 is telling us, look, I got more customers than cars. Like I got to figure out that solution. Well, now everything's kind of flipped back around.

是的，现在确实是个有趣的时代。我是说，看吧，利率飙升了。我们知道这一点，这意味着经销商不得不在此基础上增加库存计划成本。我们在变得越来越看重回来。所以经销商们现在必须面对这个挑战重重的局面，消费者在做决定方面和几年前有些不同。所以，购买周期延长了很多。此外，车辆成本也在上升。我记得2019年，一辆新车的平均成本是38,000美元。而今年，我想可能会达到48,000美元。这是自2023年8月的50,000美元的高点以来的下降。所以，所有这些因素造成了这场完美风暴。我认为，我们的一个合作伙伴，一家大型经销商集团的首席执行官，最好地为我总结了这一切。当我在Neda与他交谈时，他说，我们的销售人员只是失去了实践机会。我理解他在那里的意思，就像我们与之合作的每个经销商都告诉我们的那样，在2021年、2022年，他们告诉我们，看，我有更多的客户而没有足够的车辆。我必须找到解决方案。现在，一切又回到了从前。

So, you know, what we're seeing is dealers are particularly focused on how do they turn vehicles faster? How do they make sure that every single dollar that they're spending on advertising is as efficient and effective as it possibly can be because your marketing budget can't run away from you with all of your other costs increasing. And then how do we help them make sure that their salespeople are investing their time, effort, and energy in the right places and helping to maximize some of their skills said and how they're utilizing the technology just to make sure that they're going about their day to day in the most efficient way possible. Because look like, you know, they might be a little bit out of practice. And now we have more insights than ever. We have more technology and capabilities than ever to hopefully help them lean in and figure out like where do they really need to focus their time? How do they engage customers in the most meaningful way? And how do they understand that customer journey to make sure that when like that customer does, you know, engage with them or come into the store or whatever it might be, they don't feel like they're starting over. We have more insights on the customer journey than ever before.

因此，你知道，我们看到经销商特别关注的是如何更快地翻转车辆？他们如何确保他们在广告上投入的每一美元都尽可能高效和有效，因为随着所有其他成本的增加，你的营销预算不能离你而去。然后，我们如何帮助他们确保销售人员将他们的时间、精力和能量投入到正确的地方，并帮助最大化他们的技能，以及如何利用技术，只是为了确保他们可以以最有效的方式进行日常工作。因为看起来，你知道，他们可能有点生疏了。现在我们比以往任何时候都有更多的见解。我们拥有比以往任何时候更多的技术和能力，希望能帮助他们更加专注，并弄清楚他们真正需要把时间放在哪里？他们如何以最有意义的方式吸引客户？他们如何了解客户旅程，以确保当客户与他们接触或进入商店时，他们不会感觉像是重新开始。我们比以往任何时候都有更多关于客户旅程的见解。

I think one of the most painful parts of the carbine process for consumers when they feel like they're always kind of starting from scratch or getting handed off from one person to the next or they feel that friction in the buying process. What do you think about this like always on concept where customers are shopping 24-7? Dealership is obviously not open 24-7, but increasingly I'm speaking with dealers that are leveraging AI or official intelligence tools like that to speak with their customers. Generally speaking, what do you think about always on? How important is that to a dealer in general, to the industry, to be there for the customer in a timely manner, super quickly, but also potentially after hours. So when you think about lead capture, how important is that nowadays? Yeah, I think in general it's always been important. I think we neglected it a little bit as an industry, but it's absolutely critical now because I think all of our attention spans just continue to go down and we all want instant gratification for everything.

我认为汽车购买过程中最令消费者痛苦的部分之一是他们感觉自己总是从零开始，或者被转交给下一个人，或者在购买过程中感受到摩擦。你对这种“24/7购物”的概念怎么看？经销商显然不是24/7开放的，但我越来越多地与利用人工智能或类似工具与客户交流的经销商进行交谈。总的来说，你对“始终开放”有什么看法？这对经销商、整个行业、及时、快速地为客户提供服务是多么重要，也许还包括营业时间之后的服务。你认为现在引导客户的重要性有多大？我认为总的来说一直都很重要。我认为我们作为行业对此有点疏忽了，但现在绝对至关重要，因为我认为我们所有人的注意力都在持续下降，我们都渴望一切都能立即得到满足。

You think about the way dealers have always gathered leads and interacted with customers at that first point of interest. It was a lot of form on the website. You'll get an auto responder and then someone will get back to you at some point. Hopefully you could do that within 15 to 20 minutes, whatever that benchmark was from the OEMs. But in reality, we'd slip and we'd miss that pretty frequently. Customers just want answers to their questions as fast as possible. When you have somebody on your website that's shopping for a vehicle and they show some form of interest and engage with the dealership in some meaningful way, how do you take advantage of that in the moment? So this idea of being always on doesn't mean that you have to have a staff for a call center. That's 24, 7, 365. That's not realistic. But utilize some solutions that leverage AI and are able to interact with the customer in a way that as a general manager, you would feel comfortable with as if they were a part of your own staff. Sometimes it's just a matter of making sure that you can answer some questions on the spot or that you're not just telling the customer like, well, someone will get back to you when we can or come into the dealership and that's when we can have a conversation about some of those things. And just meeting the customer where they are.

你考虑过经销商一直如何收集潜在客户并在第一次兴趣点与客户互动。网站上有很多表格。你会收到自动回复，然后会有人在某个时候回复你。希望你能在15到20分钟内做到这一点，无论是从汽车制造商的标准来看是多长时间。但实际上，我们经常会出错，错过那个时间。客户只是希望尽快得到问题的答复。当您的网站上有人在看车，并展现出一定程度的兴趣并以某种有意义的方式与经销商互动时，您如何在当下抓住这个机会呢？所谓始终在线，并不意味着您必须有一个全天候的呼叫中心的员工。这是不现实的。但可以利用一些利用人工智能的解决方案，以一种您作为总经理感到舒适的方式与客户进行互动，就好像他们是您自己的员工的一部分一样。有时只是确保您能当场回答一些问题，或者不仅仅是告诉客户，我们会在能够联系您时告诉您，或者您可以到经销店来进行一些这些事情的讨论。要与客户保持联系。

In terms of actual tactics, are you seeing anything that is like, hey, this is where dealers are wasting the most money or these tactics? This is just not working for the industry. I think this should be shifted change done with anything on that end. Yeah, I look paid search, sort of the traditional like feed the Google machine. It has definitely shifted maybe the most over the last couple of years. I think in general dealers are realizing that you still need to be there, but you just got to be more effective and smarter with how you're investing those dollars. We talked a little bit about like media mix. If I looked 10 years ago, right, like you would have been 100% probably in Google, maybe, maybe like 90% if you started to do some things on social. And I think in general, you look at each individual ad platform and even some of like the marketplace as an example, how do you make sure that like your investment there is in the right spot and that you are leveraging all the capabilities to just to make sure that your budgets, your media dollars are spent in the most meaningful ways.

在实际策略方面，您是否看到有些地方是在浪费最多资金的，或者这些策略？这在行业中并不奏效。我认为应该有所改变，并对此进行一些调整。是的，我查看了付费搜索，这就像是传统的给谷歌投钱。在过去几年里，它显然发生了最大的变化。我认为总体来说，经销商意识到仍然需要出现在那里，但您需要更有效和更聪明地投入这些资金。我们稍微谈了一下媒体组合。如果我回顾10年前的情况，您可能就会全部投资于谷歌，也许会在社交媒体上投入10%。我认为总体来说，您需要查看每个广告平台，甚至像市场一样，如何确保您的投资处于正确的位置，并充分利用所有的能力，确保您的预算和媒体资金以最有意义的方式花费。

So I think that's probably the biggest thing that comes to mind is just seeing like less investment in paid search, a little bit more investment on some of the marketplaces and audience. Dealers are doing a lot right now also to like mine and organize and clean their first party data, which I think is really exciting as well because now you start to create an ecosystem where you're going to be able to make sure that you're doing a lot of money. So you're doing a lot of work in your system where you're advertising partners, you're reporting platforms, your CRM, your DMS, et cetera, can all have sort of a single place where your data sort of gets unlocked and you can layer in additional data, an additional first party audiences to really advertise more effectively, but also get a better idea of like what's working and what's not and measure our why in a more meaningful way. So I think that's a lot of the ways of CDPs and customer data platforms that you said leveraging data.

我认为最值得一提的可能是看到对付费搜索的投资减少，对一些市场和受众进行更多的投资。经销商现在也在积极地对他们的第一方数据进行挖掘、整理和清洗，我认为这也是非常令人兴奋的，因为这样你开始建立起一个生态系统，在那里你将能够确保你正在做很多钱。所以在你的广告合作伙伴、报告平台、CRM、DMS等系统中进行大量工作，这里可以成为数据被解锁的单一位置，您可以添加额外的数据和第一方受众，实现更有效的广告，但同时也能更好地了解什么有效，什么无效，以及更有意义地测量我们的原因。因此，我认为CDPs和客户数据平台正利用数据的许多方式。

It's definitely something that I feel based on my conversations. I don't have a CDP myself, but I talk to a lot of people that do. I feel like it's still very early and the opportunity of what can be done with to improve the customer experience, communication, send more targeted offers and whatnot. So I think that's a relatively early innings and how that's all going to connect with an overall ecosystem of car buyers and sellers. I think that's going to be interesting to watch over the next couple of years, especially with AI rising so quickly, which makes things so much easier and more efficient. I see me, I see myself using this and you know, all the tools we're leveraging it here at Cardielship Guy just cuts out so much time and, you know, makes things really seamless. So we'll be interesting to see how that plays out.

这绝对是我根据我的交谈感觉到的。我自己没有CDP，但我和很多拥有CDP的人交谈过。我觉得现在仍然很早，可以做很多事情来改善客户体验、沟通、发送更有针对性的优惠等等。所以我认为这只是开始阶段，如何将这一切与整个汽车买卖生态系统连接起来将会很有趣。我认为未来几年将会很有趣，特别是随着人工智能的迅速发展，使事情变得更加简单高效。我看到我会使用这个，我看到自己在这里利用所有工具时节省了很多时间，使事情变得更加顺畅。所以看看未来的发展将会很有趣。

Talk to me about cookies, right? Because this is something that I was doing some research on with the team and I'm personally not too familiar with just what's happening here and the rules and what's really the changing landscape of the Internet, right? Just sum it up, right? Cookies are potentially going away. I mean, you could explain this better. What are cookies? They're not the ones that grandma makes. Although I wish they were. They're, you know, those little things on the Internet that tell you something about someone visiting your website, privacy, and lots of these things are under eyes and cookies are sort of being, you know, diminished here. What does this actually mean, right? For dealers, consumers, like, why the hell should anyone care explain this to us?

谈谈关于cookies的问题，对吧？因为我和团队正在进行一些研究，我个人对这里发生的事情以及互联网的规则和变化的真实情况并不太熟悉，对吧？简而言之，对吧？Cookies可能会消失。我的意思是，你可能能更好地解释这个问题。什么是cookies？它们不是姥姥做的那种。虽然我希望它们是。它们是互联网上的小东西，告诉你一些关于访问你网站的人的信息，隐私和许多这些事情都在监督之下，cookies在某种程度上正在减少。这实际上意味着什么，对吧？对于经销商、消费者，为什么要在乎这个问题，向我们解释一下？

Yeah, so very simply cookies are something built into the browsers that allows it to track the places that you go online and the interactions that you have on those websites. Advertisers can tap into those cookies, use some of that data to drive some of their advertising and the media that gets served against those users. That's about as simple as I can put it. Essentially, we're living in a cookie list world today. Google Chrome is the last browser to deprecate cookies that's gotten kicked down the road quite a bit. It looks like this summer is going to be kind of that final, you know, cut off where even Chrome now is no longer going to support cookies. But if you look at, like, Safari, look at Firefox, you know, all of those types of things have already moved beyond cookie, cookie targeting.

是的，非常简单地说，cookies是浏览器内置的东西，允许它跟踪您在网上访问的地方以及您在这些网站上的互动。广告商可以利用这些cookies，使用一些数据来推动他们的广告和针对这些用户提供的媒体。这大概是我能表达的最简单的方式了。基本上，我们今天生活在一个不再依赖cookies的世界中。Google Chrome是最后一个取消cookies支持的浏览器，但他们一直拖延了很长时间。看起来今年夏天可能会是最后一个，你知道，即使是Chrome现在也不再支持cookies。但是如果你看看Safari，看看Firefox，你会发现所有这些浏览器已经超越了cookie定位。

Essentially, what that means now for dealers is it's going to be a little bit more difficult for them to be able to reach and influence their shoppers or the folks that they're advertising against in is effective and efficient ways as they could in the past. So what now they're going to have to start thinking about is one, like audience activation and making sure that they're leveraging a really high quality first party data set that they can advertise against. And that can be a mix of things that, like, as an example, cars commerce can provide with our 28 million car shoppers that we have every month, or even data that the dealers can extract out of their CRM, their DMS, those types of things. You start to get a little bit more technical when you think about, like, identity resolution and device graphing and those types of things, because without cookies, it's much more difficult to match a shopper between the different devices that they might have within their household, or that they utilize as part of their shopping journey. It's also more difficult to track them across different platforms and across different websites. So if I jump between, like, interacting on Instagram versus then to YouTube or something along those lines, right? It's more difficult to kind of track that journey and make sure that you're influencing and serving media against that customer in a way that makes sense based on everything that you would historically know about that shopper.

基本上，对于经销商来说，现在意味着他们将更难以有效和高效地接触和影响他们的购物者或他们在广告中针对的人群，因为他们过去能够做到的方式已经变得更加困难。因此，现在他们将不得不开始考虑的是，首先是目标受众的激活，确保他们利用一个非常高质量的第一方数据集进行广告投放。这可能是各种各样的东西，比如像汽车商务一样，我们每个月都有2800万汽车购物者，或者经销商可以从他们的CRM、DMS等地方提取出来的数据。当你考虑到像身份解析和设备图之类的事情时，你开始变得更加技术化，因为没有了cookie，要在购物者使用的各种设备之间进行匹配变得更加困难，无论是他们在家里使用的设备，还是作为他们购物过程的一部分使用的设备。在不同平台和不同网站之间跟踪购物者也变得更加困难。所以，如果我在Instagram上互动，然后转到YouTube或其他网站，跟踪该过程并确保根据之前对购物者的了解对其进行影响和服务就会变得更加困难。

So that's why we're seeing the rise of, like, customer data platforms. That's why identity resolution is such an important piece of the puzzle right now. And essentially, like, you know, there's a couple companies out there that I think are doing some really interesting things to help, not just dealers, but just advertisers in general, have solutions in place to make sure that they, they're not negatively impacted by the complete deprecation of cookies that are coming this summer.

这就是为什么我们看到了像客户数据平台这样的兴起。这就是为什么身份解析目前如此重要。基本上，有几家公司正在做一些非常有趣的事情，不仅可以帮助经销商，也可以帮助广告商们确保他们不会受到即将到来的cookies完全废弃的负面影响。

So, so what's the bottom line, like, what does this all mean for an industry? Where are we headed next? I think where we're headed next is first party data is going to really be like sort of this goldmine that everyone's going to try to figure out how to mine and how to take advantage of. I think dealers in particular are going to have to be very careful about where they're placing their bets in the investments that they're making, because the same way when, you know, modern retail became a thing and all of a sudden everybody popped up selling a digital retailing tool, there wasn't a lot of guardrails and there wasn't a lot of knowledge and experience on what this all meant. And we're finding ourselves in a very similar space. You were at NADA a couple months ago.

那么，那么最终结论是什么意思，这对整个行业意味着什么？我们下一步要走向何方？我认为我们下一步会遵循的趋势是第一方数据将成为一种黄金矿藏，每个人都将努力弄清楚如何开采和利用。我认为经销商特别需要非常小心地选择他们投资的领域，因为就像现代零售业兴起时，突然间所有人都涌现出售卖数字零售工具的情况一样，当时没有太多的防护措施，也没有太多关于这一切意味着什么的知识和经验。我们发现自己正处于一个非常相似的领域。几个月前您在NADA。

You could not walk 10 feet without hearing somebody talking about first party data and, you know, customer data platforms and audience activation and all these types of things. And I think for a lot of the really savvy dealers that we get a chance to work with, they're slowing down a little bit. They're really like trying to lean in and make sure that they are fully educated on what all of that means. They're not jumping in and making any really large investments up front here to make sure that they make the right decisions that are going to set them up for the future, because it's going to take some infrastructure from an IT perspective to get this right. It's going to take some significant investment in their advertising and their media dollars to get that right. And, you know, any bad decisions right now could mean that you're essentially tearing down the house and rebuilding it at some point over the next 12 to 18 months. So I would just encourage you.

在谈论第一方数据、客户数据平台、受众激活等等各种话题的时候，你走个十步都听得到。我觉得对于我们有机会合作的很多精明的经销商来说，他们开始放慢脚步了。他们真的在努力学习，确保他们对所有这些含义都有充分的了解。他们并不会急于投入大量资金，而是要确保做出正确的决定，为将来做好准备，因为这需要从IT的角度建立一些基础设施才能做好。这需要在广告和媒体方面进行一些重大投资才能做到。你知道，现在任何错误的决定都可能意味着在未来的12到18个月内你实际上需要拆掉房子然后重新建设。所以我只是想鼓励你。

Take your time. Make sure that you got some good partners and some good advisors that are going to educate you on these subjects and these topics and make sure that you are working with some reputable companies. You're asking the right questions of like, how are you getting your audience? Where is that coming from? How often is it refreshed? What are the signals that you're getting that actually tell you that that audience you're running media against is truly in market for a car. All of those things just require some investigation to make sure that you're placing your bets in the right spot. Do you think like what's the net result here for consumers? Right. When you think about discontinuing to enter, you know, showrooms across the country and if you were buying a car in the next, you know, one, two, three years, right, is this simply just better communication and more targeted vehicles options, whatever, you know, service offer stuff brought to you earlier in the process. Like what is the actual endgame here? Yeah. So I don't know about you, man, but like I don't really mind like cookies that much. I'm sick of clicking. I love to be very clear. I love targeted ads.

慢慢来，确保你有一些优秀的合作伙伴和顾问，他们将教育你有关这些主题和话题，并确保你与一些信誉良好的公司合作。你要问正确的问题，比如，你是如何吸引你的受众的？这些受众来自哪里？信息更新频率是多少？你得到的信号真的能告诉你，你正在针对的受众真的是想买车的吗？所有这些都需要一些调查来确保你把赌注放在正确的位置上。你认为这对消费者的最终结果是什么？当你考虑停止进入全国各地的展厅，如果在未来一两三年内购买汽车，这简单地只是更好的沟通和更有针对性的车辆选择，或者在购买流程的早期提供更多的服务提供吗？实际目标是什么？是的，我不知道你怎么看，但我并不是很在意这些“cookies”。我讨厌频繁点击。我喜欢非常明确的有针对性的广告。

Like give me a good target it had so I can do scroll on or whatever like some social platform and show me that, you know, that's shammy that cleans the high chair for the babies. And I can just reuse that and I don't need to waste like five rolls of bounty. I mean, I'm all in. Like I'm buying that. So I love a good, a good old target and add. I don't know why people hate them. I mean, listen, everyone knows everything about us anyways. I've given up everyone knows everything about me. Like at this point, give me the target and add, save me some time. Yeah. I think that's what most consumers feel. And we all want personalization like in our advertising that we get served or even like the buying experience that we have, especially if it's a large purchase.

给我一个好的目标广告，这样我就可以在某个社交平台上翻翻，展示给我看，你知道的，那种专门给婴儿高椅清洁的抹布。我可以重复使用，不需要浪费五卷好的纸巾。我是全力支持的，我会购买的。所以我喜欢一个好的目标广告。我不明白为什么有人讨厌它们。我是说，听着，所有人都已经知道我们的一切了。我已经不在意了，每个人都知道我的一切。现在，给我那个目标广告，省点时间。是的，我认为大多数消费者都有这种感觉。我们都希望在我们被呈现的广告或者我们购买的经验中得到个性化，尤其是在进行大额购买时。

Like, you know, you think about what it takes to buy a car. You know, we've certainly made it a little bit easier, but it's still a pretty significantly, you know, complex process. Personalization can help make that a lot easier. So look, I think what we're going to face is this, you know, sort of intersection where we all have to balance. Do we want personalization? Do we want targeted advertising or do we want like security and all these things? And there's sort of this point right now where I think there's this battle and it's this like seesaw going back and forth that we haven't quite figured out. Because even with like cookie deprecation, people have this idea that like, well, now that means that everything's really private. Well, you know, in reality, you know, there's, there's a lot of other ways that you can track customers or you can, you know, gather data on people, those types of things.

就像你知道的，你考虑买一辆车需要什么。你知道，我们确实让这变得稍微容易一些，但这仍然是一个相当复杂的过程。个性化可以帮助使这变得更容易。所以看，我认为我们将面对这样一个交叉点，我们必须平衡。我们想要个性化吗？我们想要定向广告，还是我们想要安全和所有这些东西？现在有一种战争，就像一个来回摇摆的跷跷板，我们还没有完全弄清楚。因为即使像cookie废除这样的事情，人们有这种想法，好像现在一切都非常私密。现实上，有很多其他方式可以追踪客户或者搜集数据，这些都是可以的。

And you know, trying to put that puzzle together right now is a little challenging. But ultimately, I'm in alignment with you. We got to continue to lean into personalization. We have to make sure that ads are highly targeted that they're relevant for where a customer is like in their shopping journey. And that we're serving the right message that's going to help ultimately drive the type of engagement and the results that we want. That's going to get more complex. But again, I think, you know, there's some, there's some really great partners out there for dealers to be able to work with and help solve some of that. Yeah, appreciate all the work you're doing.

我知道，现在试图把那个谜题拼凑起来有点挑战性。但最终，我和你是一致的。我们必须继续向个性化倾斜。我们必须确保广告定位准确，与客户在购物过程中的位置相关。我们要传达正确的信息，最终促使我们想要的类型的互动和结果。这将变得更加复杂。但我认为，有一些真正优秀的合作伙伴可以与经销商合作，帮助解决一些问题。是的，感谢你所做的一切工作。

So, you know, before we wrap up, just what are you working on nowadays, right? What's on your mind? What are you working on with dealers and what's next? Yeah, I think, you know, one of the most fascinating things that we're working on is the identity resolution piece. You know, we know that. So essentially, you know, trying to de-anonymize the customers that come to the marketplace as well as, you know, like a dealer's website. We know that still a small percentage of customers ultimately like submit a lead. And that creates a lot of blind spots for dealers of like, well, what is this customer done as part of their shopping journey? What digital platforms have they interacted with? What advertising have they, you know, been served that ultimately got them to show up at the store, make a phone call, shoot a text, like whatever it might be, right? Like that customer journey is getting infinitely more complex every single day.

所以，你知道，在我们结束之前，你现在在做什么呢？你在想什么？你和经销商合作的项目是什么？接下来是什么？是的，我认为，我们正在从事的其中一个最有趣的事情就是身份识别的部分。我们知道。所以基本上，我们在尝试解开来到市场和经销商网站的顾客的匿名。我们知道，依然只有很小一部分顾客最终会提交线索。这给经销商带来了很多盲点，比如，这个顾客在购物旅程中都做了什么？他们在哪些数字平台上进行了互动？他们被展示了哪些广告，最终让他们出现在店里、拨打电话、发短信或者进行其他操作？顾客的旅程每一天都变得越来越复杂。

But the ability to actually get a new customer to make a phone call, shoot a text, like whatever it might be, right? And it's getting infinitely more complex every single day. But the ability to actually like track and understand all of those different touch points and understand what's working and what's not and what's ultimately driving ROI for, you know, the business is really difficult. So, you know, we've been really leaning in trying to make sure that we have a really good identity resolution strategy in place that's going to help us illustrate more of that to the dealer to. Not only show them the value of our platform and our solutions, but also just help them connect the dots.

但是，实际上让新客户打电话、发送短信，或者进行其他任何形式的互动，确实是一项技能，对吧？而且，这种技能每一天都变得更加复杂。然而，能够跟踪和理解所有这些不同的接触点，并了解什么有效、什么无效，以及最终为企业带来投资回报率（ROI）的能力确实很困难。因此，我们一直在努力确保我们的身份解析策略非常好，这将帮助我们将更多内容展示给经销商。不仅展示我们平台和解决方案的价值，而且还能帮助他们连接所有这些信息。

We believe that dealers are still wasting an awful lot of money in some of the technology and advertising investments that they're making. We want to help our dealers be more efficient. We want to make it easier for them to be able to sell service and acquire vehicles. And most importantly, we want to make it easy for the customer to be able to buy or sell a car from a dealership. All of that, you know, is difficult. But if we can help string together what that customer journey looks like, if we can make it more personalized, more targeted. And if we can tell that story to dealers and give them the reporting and insights that they need, we believe that that solves both some of the pain points for our dealer customers, but also for the shoppers and the consumers that they need to interact with. And they need to provide a great experience for them.

我们认为，经销商在某些技术和广告投资上仍然浪费了大量钱财。我们希望帮助我们的经销商更加高效。我们希望让他们更容易销售服务和获取汽车。最重要的是，我们希望让客户更容易地从经销商购买或销售汽车。所有这些，你知道，是困难的。但如果我们能帮助串联起客户的旅程是怎样的，如果我们能使其更加个性化、更有针对性。如果我们能向经销商讲述这个故事并提供他们所需要的报告和见解，我们相信这将解决我们经销商客户的一些痛点，同时也为他们需要互动的购物者和消费者提供帮助。他们需要为他们提供出色的体验。

Well stated, my friend, Ron Andrews, this was great. I appreciate you coming on and sharing your insights. A lot of moving pieces right now on the media landscape, but I'm excited to see you continue working on this and seeing what unfolds. Yeah, thank you for having me. It's a great conversation. Thanks for coming on Ron. And we'll also throw your link in the show notes below your contact info. So if anyone wants to get in touch with you, they can get it right there. Ron Andrews, thanks for coming on. Yes, sir. Thank you. All right. Hope you enjoyed that episode. Please give the podcast a rating. Consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. I'll see you guys next time.

你说得很好，我的朋友Ron Andrews，很棒。感谢你参加并分享你的见解。现在媒体领域有很多变化，但我很高兴看到你继续努力，并期待接下来会发生什么。是的，谢谢你邀请我参加，这是一次很棒的对话。感谢你的到来，Ron。我们也会在节目注释中包含你的链接和联系信息。所以任何想要联系你的人可以直接找到。Ron Andrews，谢谢你的参与。是的，先生。谢谢你。好的。希望你喜欢这一集。请给这个播客评分。考虑订阅节目并查看我们讨论的内容的链接。感谢收听。我们下次再见。