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Digital Retailing: Who Owns The Customer Experience?
As Thomas Gage and I work on our new book on digital retailing in the automotive industry, it is clear that interested parties have different visions on how DR should work. OEMs want to control the purchase experience but so do dealers, and third-party portals. I hope that the automotive industry can work together to deliver a DR solution that serves the consumer, which no one owns! Our new book will be released at the 2018 Automotive Analytics & Attribution Summit (AAAS) in Palm Beach, Nov 18-20th.