On-Demand Webinar

Automotive marketing in a fast-changing environment
Shape the future of customer experience in automotive

Episode 2: Selling cars in the new normal – industry and customer trends

About the webinar

The automotive industry is undergoing massive changes – new technologies are questioning the traditional motors which were around for decades, the manufacturing process has to be reinvented, new competitors are disrupting established players to the customers and as if this would not be enough the COVID crisis has created additional turmoil!

In these uncertain times, it is imperative to rely on strong partners to face the challenges of the upcoming years. The new marketing ecosystem, new distribution networks and the continuous customer engagement are here to stay – and we can help you tackling this challenge. Hear from Batten & Company, a leading strategic sales & marketing consultancy and SAS, a leading marketing technology provider about best practices and solutions which will help you shaping the future of customer experience in automotive.


  • Dr. Christian von Thaden, CEO, Batten & Company
    • Changes in the automotive sales and what the drivers are
    • Definition of clear customer personas & journeys
    • The value chain of marketing – The important building blocks
  • Mike Turner, Principal Business Advisor Customer Intelligence, SAS
    • One in three customers would ditch a company after only one bad customer experience – Are you ready for this?
    • Connecting the OmniChannel game
    • Attribution modelling – what touchpoint is driving your conversion

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About the Experts

Dr. Christian von Thaden
CEO, Batten & Company

Dr. Christian von Thaden is Partner & CEO at Batten & Company and focuses on projects in the areas of digital transformation, strategic marketing, CRM, marketing automation and e-commerce. Since joining Batten & Company in 2004, he has worked for large and medium-sized companies in various industries, especially automotive, financial services and retail. Dr. Christian von Thaden studied economics with a focus on marketing, monetary economics and business informatics at the Ruhr University of Bochum. He then completed his doctorate at the Catholic University of Eichstätt-Ingolstadt at the Chair of Marketing (Prof. Büschken).

Mike Turner
Principal Business Advisor Customer Intelligence, SAS

Mike has over 30 years of experience working across many different industry sectors and has held many senior business roles. In the automotive industry Mike was part of the team that created and ran the Catalyst marketing program for Rover cars back in the 1980’s and he has since worked with a number of automotive brands on various aspects of their customer intelligence strategies including Fiat, Volkswagen, GM, Mazda and Ford. Mike has led mixed teams of creative and technical resources in marketing agencies, consultancy, supply and demand side commercial businesses and led two start up organisations through their incubation and early development. Today, as well as his consultancy work at SAS, he continue to support two Digital Marketing MSc courses in London with Regents and Royal Holloway Universities as well as working with a number of organisations and partners providing consultative business advice, mentoring and strategic direction.