Cobalt presentation of the "Digital Shopping Journey" for the 12th Digital Dealer Conference, Orlando, FL. April 5, 2012. Presented by Max Steckler and David Winter. Before they drive home in their new vehicle, every shopper takes a "digital journey" from inspiration to ownership. Much of that journey takes place online. The breadth of the Cobalt network provides an unprecedented view of that journey and insights into shopping behavior, segmentation analysis, and perspective on consumer engagement across Brand, regional and local dealer advertising channels.

1. Win Every Moment
Selling Across the Entire Digital Consumer Journey

6. A new decision
Stimulus First Second
Moment of Moment of
Truth Truth
6 Confidential and Proprietary

21. 21 © ADP Dealer Services, Inc. All Rights Reserved. Confidential and Proprietary.

22. 22 © ADP Dealer Services, Inc. All Rights Reserved. Confidential and Proprietary.

23. 23 © ADP Dealer Services, Inc. All Rights Reserved. Confidential and Proprietary.

25. Measure Success Differently
25 © ADP Dealer Services, Inc. All Rights Reserved. Confidential and Proprietary.

26. WALKING
THE LOT
GREETING
TEST
SHOWROOM DRIVE
TOUR BE
BACK

28. What shopping
activities are
most predictive
of sales?
Email Leads

30. Keep
30 © ADP Dealer Services, Inc. All Rights Reserved. Confidential and Proprietary.

31. Sources (ReTargeter, FetchBack, AdRoll)
31 © ADP Dealer Services, Inc. All Rights Reserved. Confidential and Proprietary.

33. •
•
•

34. How many ads did I appear in?
How many people looked at me online?
How long did they spend looking at me?
Can you predict when I’m going to sell?

35. David Winter
Vice President, Cobalt
Business Intelligence
Max Steckler
Vice President, Cobalt
Advertising Solutions