Digital Dealer - August 2017 - 40

By Keith Meagher
Solution Architect,
Acquisio

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

Clicks for Cars: How AI and Machine
Learning Are Revolutionizing
Automotive Marketing
and focused them on strategy instead of tactics.

A recent article (http://
www.digitaldealer.
com/dealership-taking-advantage-ai/) in Dealer
magazine asked the
important question, 'Is
your dealership taking
advantage of AI?' The
rapid evolution of artificial
intelligence has everyone
talking, but what does that
really mean, and how
does it apply to automotive marketers?

ARTIFICIAL
INTELLIGENCE VS
MACHINE LEARNING

The truth is, we are
still years away from truly
autonomous AI that can
think and learn on its own.
What we do have in place
today are intelligent algorithms otherwise known
as machine learning. Machine learning is different
from traditional algorithms
because they make
decisions that go beyond
their explicit programming.
They actually learn to perform the specific task at
hand in the most efficient
way possible based on big
data analysis. Machine
learning powers many hidden aspects of everyday
life, including; curating
your favorite playlists,
stock price projections,
clustering news articles,
and several aspects of
automotive advertising.
Many automotive
40

AUGUST 2017

DYNAMIC SEARCH,
DISPLAY, AND
RETARGETING
POWERED BY MACHINE
LEARNING

BY UNDERSTANDING WHAT MACHINE
LEARNING IS DOING FOR ONLINE
AUTOMOTIVE MARKETING, YOU
CAN MOVE YOUR ORGANIZATION
TO THE LEADING EDGE OF
TECHNOLOGICAL ADVANCEMENT.
manufacturers, agencies,
and dealers are using
machine learning technologies that process big
data in near real time to
make smarter marketing
decisions automatically.
It just makes sense to
embrace the power of
machine learning to stay
relevant and competitive
in today's fast changing
market. With machine
learning your bids can be
updated throughout the
day and budgets automatically paced through the

D I G I TA L D E A L E R . C O M

day and month.
When it comes to data
crunching and decision
making based on complex data, the machines
always come out on top.
By understanding what
machine learning is doing
for online automotive marketing, you can move your
organization to the leading
edge of technological
advancement. Imagine
where you could take your
business if you took all
the human effort spent on
these 'soul draining' tasks

Only a few years ago,
automotive digital marketing measured success
based on how many
people saw your ads.
A lot has changed. Fast
forward to the present day
and marketers now have
the ability to automate
dynamic campaigns based
on vehicle inventory:
 Dynamic Search
Campaigns cater to the
exact search intent of the
user. These campaigns
are segmented to target
specific vehicles and
ensure that budget is only
spent on vehicles that are
in stock.
 Dynamic Display
Campaigns can be setup
to target sites where the
specific vehicle is mentioned.
 Dynamic Retargeting
Campaigns are designed
to show ads to people who
have viewed a vehicle
on your site but did not
schedule a test drive or call
the dealer. These display
ads will show up as they
navigate through the Web
in the days following the
visit to the dealer site.
These strategies help
http://www.digitaldealer.com/dealership-taking-advantage-ai/ http://www.digitaldealer.com/dealership-taking-advantage-ai/ http://www.digitaldealer.com/dealership-taking-advantage-ai/ http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - August 2017
