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.

Customer expectations are higher than ever before, and automotive marketing departments must recognize this. Having a sub-par customer journey can be extremely costly - one in three customers are willing to ditch a company after only one bad experience.

CEO of Batten & Company, Dr. Christian von Thaden is joined by SAS Principle CI Business Advisor Mike Turner in episode two of this webinar series to discuss the latest industry and customer trends in automotive.

Exploring the drivers of change in automotive sales as well as the key aspects of the value chain of marketing in the modern automotive industry, they will start to build a clearer picture of how to best approach selling cars in today’s digitalized world.

Agenda  

  • Dr. Christian von Thaden, CEO, Batten & Company
    • Changes in the automotive sales and what the drivers are
    • Definition of clear customer personas and 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.

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