Business
In this episode of E-Coffee with Experts, Jeff Kaufman, Vice President at L2TMedia, shares the critical role first-party data plays in driving real dealership growth, and why most dealers are still underutilizing it.
Jeff breaks down the difference between first-party and third-party data, revealing how car dealerships can capture high-intent leads through owned data sources like CRMs, websites, and service transactions.
We also discuss how AI is changing the game (and where it falls short), how Google’s AI Overviews are impacting paid and organic traffic, and the KPIs that still matter most in 2025.
Whether you're in automotive marketing or just want to understand how to connect data to ROI, this episode is packed with actionable insight. From EV trends to Gen Z buyer behavior, Jeff explains how to spot signals that still convert, and how smart dealers are using that knowledge to future-proof their strategy.
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In this episode, we discuss:
00:00 - 00:25: Introduction
00:25 - 01:38: The Power of First-Party Data for Car Dealerships
01:38 - 03:17: First vs. Third Party Data: What Dealers Must Know
03:17 - 05:29: Where First-Party Data Comes From and Why It’s Valuable
05:29 - 07:13: AI in Automotive: Opportunity or Obstacle?
07:13 - 08:41: Why AI Won’t Replace Strategy in Car Sales
08:41 - 10:08: Turning Internal Tools into Marketable Products
10:08 - 12:08: Buying Signals That Still Work in 2025
12:08 - 14:06: The EV Shift: Costs, Rebates & Consumer Mindset
14:06 - 15:10: Can Low-Cost EVs Disrupt the U.S. Market?
15:10 - 16:55: Google, LLMs, and the Future of Search Behavior
16:55 - 18:42: How Paid Search is Changing with AI Overviews
18:42 - 19:50: Why Paid Impressions Are Down (and What to Do)
19:50 - 21:07: Metrics That Matter: Conversion Rate vs. CPC
21:07 - 22:32: What Dealers Need from Marketing Teams
22:32 - 24:10: Lessons from 2020: Always Keep Advertising
24:10 - 25:14: Why First-Party Targeting is Still King
25:14 - 26:33: Final Thoughts
Connect with Jeff Kaufman
https://www.linkedin.com/in/jeffskaufman
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