1 Ounce of Technology, 1 Pound of Process with Shawn Kniffin | 2024 NADA Show

In The Dirt with ASOTU

Paul J Daly and Kyle Mountsier sit down with Shawn Kniffin, Director of Marketing and Technology at Germain Auto Group, to discuss the integration of marketing and technology in the automotive industry. Shawn emphasizes the crucial role of data management in today's dealership operations, particularly in understanding and utilizing customer data effectively. He shares insights into how Germain Auto Group is navigating the complexities of data, AI, and technology to enhance the customer experience. Shawn also highlights the importance of process in implementing technology and the challenge of managing multiple data sources and dashboards within a dealership. The conversation explores the balance between technology and human elements in automotive marketing, offering a glimpse into the future of dealership operations driven by data and tech innovation.

0:00 - Intro

0:23 - Shawn's Focus on Data and Technology in Automotive Marketing

0:59 - The Importance of Data Management in Dealerships

1:43 - The Evolution of Technology in Customer Experience

2:07 - Balancing Technology with Process in Dealerships

3:22 - The Role of Data in Decision Making and Marketing Strategies

4:41 - Challenges in Data Management and Utilization

5:55 - The Future of Data-Driven Automotive Marketing

7:07 - Closing Thoughts on Integrating Marketing and Technology in Automotive

8:08 - Final Remarks and Shawn's Vision for Germain Auto Group's Tech Approach

Shawn Kniffin is the Director of Marketing and Technology at Germain Auto Group

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