How to Improve 1:1 Marketing with Artificial Intelligence

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Dealers don’t have the bandwidth to micro-manage marketing communications through every individual’s lifecycle. Artificial intelligence allows them to create lasting relationships with customers while leaving the heavy lifting to marketing automation. Rather than putting marketing on autopilot, the most successful dealers strike a balance between automation and dealer-controlled communications to provide consumers with an Amazon-like experience.

This session will explore the challenges and opportunities of delivering that type of experience, and include tips from dealers who are advancing their marketing efforts to effectively engage consumers in their primary market area. Attendees will learn how:

  • AI-driven marketing automation delivers 1:1 marketing that consumers expect today
  • Effective lifecycle management drives customer retention and reengages unsold leads
  • Utilizing micro-targeted opportunities amps up marketing efforts in specific segments that may be lagging


Valerie Vallancourt

Vice President of Marketing, Outsell

Valerie brings extensive marketing expertise to her role at Outsell, along with proven success in creating and executing marketing strategies for revenue growth. She has nearly fifteen years of experience in the technology sector and is currently Vice President of Marketing at Outsell. Previously Valerie was Director of Marketing Communications at ClickSquared (acquired by Zeta Interactive), Marketing Director of North America, smartFOCUS, and has held marketing roles at SEPATON, and Unica Corporation (acquired by IBM). She holds a B.A. in English Literature from the University of Oregon.

David Kelly

Chief Marketing Officer, Gettel Automotive Group

David Kelly has over 15 years of experience in advertising with extensive know-how in automotive, retail and regional marketing. He is a forward thinking marketer and has a strong passion for seeking new media opportunities within the automotive industry.

Prior to joining Gettel Automotive Group, Kelly was Vice President and Field Marketing Director for Team Southeast Toyota at 22squared marketing and advertising agency. Kelly was focused on the task to inform, educate and consult marketing efforts for Toyota dealers. He also developed local market ‘deep dives’ to educate individual dealers on effective and efficient marketing strategies. Before 22squared, Kelly gained years of advertising and marketing experience while employed at BBDO and Lowe Worldwide working with GMC, Chrysler and Dodge.

Kelly is a graduate of John Carroll University and has both a Bachelor of Science and Bachelor of Arts degree in Marketing.

Moderator: Phil Nussel

Online Editor, Automotive News

Presented By

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