When AI Works
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The document discusses FordDirect's performance advertising strategy leveraging AI/ML to enhance dealer engagement and sales. It highlights the complexity of managing thousands of dealers and campaigns while emphasizing the effectiveness of audience-targeting strategies, which have shown significant improvements in click-through and conversion rates. Feedback from partners demonstrates excitement about the innovative audience programs aimed at modernizing the automotive advertising landscape.
When AI Works
- 1. FordDirectLocal Performance Advertising at Scale Leveraging AI/ML 1 Robert Skinner Lead TechnologyStrategist
- 2. 2 FORDDIRECT JOURNEY Founded 20 Years Ago to Address Direct OnlineSales Ford Motor Company and Dealer Owned Dealer Representation Important from Start
- 3. Technology Challenge 3 Compli cated Dealers (3800) X Channels (5-7) X Campaigns (10-20/Mth/Dealer) Personalization It’s Dealers are their own “brands” X __________
- 4. Integrated Communications Platform Consumer & Engagement Data Real-TimeAPI’s Identity Mapping Advantage Partner CustomerJourneyPlatform Data Insights Activation Connected Car CRM
- 6. What do our partners say “The FordDirect search audience program is groundbreaking. Audience adoption in the automotive space is key in modernizing the effectiveness and efficiency of search. With audiences, FordDirect will be able to provide the ability to bid differently on audiences based on business value, and reach users with unique messaging that will drive more leads and conversions. The type of audience strategy they are looking to use has driven 79% higher click through rates and 67% higher conversion rates when compared to non-audience search traffic. I'm excited to watch this program scale and start modernizing the dealer search environment.” AndreaWilliams Ford GoogleAccountTeam “I wanted to send a quick note regarding our meeting this past Wednesdays meeting. As I stated in the meeting, I handle every Manufacturer in the US (have also done some global meetings outside of the US) at a retail level and while a large percent of the OEMs are asking us to help them simply share T1 website audiences to T3 (dealers ad accounts), you have taken it to a whole new level with Pega and the audiences that can be created and then pushed to Facebook to be marketed to…brilliant! I am extremely excited to be able to help sell this for FordDirectto all Ford/Lincoln dealers!” Bob LanhamFord Account Manager