Each year, our industry spotlights a breakthrough theme or buzz word set to reshape automotive retail. This year, it’s all about intelligent engagement – where data, AI, and attribution converge to empower dealers and OEMs to meet shoppers with precision, personalization and purpose. That purpose? Converting clicks to more closes.

While shoppers increasingly expect personalized, seamless experiences, many retailers still struggle to connect marketing efforts to actual sales outcomes. This panel, hosted by Brian Pasch alongside leaders from Cox Automotive, will explore how multi-touch attribution, customer data platforms (CDPs), and embedded AI are transforming the way we understand and find opportunities to influence decisions in the shopper journey.

Attendees will learn how to:

• Decode the Shopper Journey: Learn the new ways today’s car buyers navigate across platforms and channels and hear how to meet them with relevant messaging at every step.
• Harness Multi-Touch Attribution: Hear why now is the time to move beyond basic metrics to understand which of the on average 62 touchpoints is truly drive conversions and learn ways to optimize your marketing mix.
• The True Power of Activated Data: Discover how better data and native customer data platforms can fuel personalization, streamline operations, and unlock new revenue opportunities.
• Leverage Embedded AI for Smarter Retailing: See how AI is already working inside Cox Automotive products to automate insights, enhance targeting, and improving your team’s performance as well as results.
• Turn Intelligence into Impact: Walk away with actionable strategies to align data, technology, and process—giving your dealership a measurable edge in today’s competitive market.