1. Driving Innovation in Today’s
Changing Marketplace
Linda Bartman
Chief Marketing Officer, Cars.com

2. Cars.com Overview
• Visited by more than 12 million
car shoppers each
month, Cars.com is the leading
destination for online car
shoppers.
• We offer credible and easy-to-
understand information from
consumers and experts to help
buyers formulate opinions on
what to buy, where to buy and
how much to pay for a car.

3. Cars.com Overview
Sales
Customer
Support
Training
Marketing
Operations
Strategy &
Biz Dev
Product
Finance

4. A Unique Company Culture

5. Unique Business Segments
Consumer OEM Dealer

6. Shifting Trends Present Unique
Challenges

7. Historically, Dealers have had Control

8. Today, Shoppers Hold the Keys

9. New and Unique Challenges for Our
Business and Industry

10. Challenges Present Opportunity to
Innovate with Value in Mind
Mobile Metrics

11. Today’s Mobile Shopper
• Mobile is mainstream with
110 million smartphone users
in the U.S.
• 83% of mobile car shoppers
own a smartphone, and 28%
own a tablet
• More than 1/3 of car shoppers
felt that information attained
from mobile devices was an
essential factor in their
purchase
Source: comScore 2012; Mobile Web & App Usage for Automotive Shoppers, Nielsen/Cars.com

12. Mobile Shopper Trends Translate
to Cars.com
Mobile Cars.com traffic
has increased
year over year
Of Cars.com traffic comes
from a mobile device
41%
36%
27% less likely to send an email lead
12Source: Cars.com Omniture and Business Objects

13. Evolving Mobile Platforms to Deliver
Value and Meet Consumer Needs

14. Digital Attribution Challenges
THENNOW

15. Digital Attribution Challenges
Effectively Utilizing Data
Changing Dealer Mindsets
Moving Digital from Association
with Direct Response

16. Defining Our Data Strategy
Business
Intelligence
Data Licensing
Data for
Content
Development

17. Utilizing Content Marketing to
Overcome Attribution Challenges
Content
Marketing
Value
Attribution
and
Measurement
Online Branding
Digital Strategy
Mobile
Social Media
and Reputation
Management
Consumer
Journey

18. Digital Attribution Challenges
Effectively Utilizing Data
Changing Dealer Mindsets
Moving Digital from Association
with Direct Response

19. Changing the Value Discussion
Based on Today’s Shopper
Audience
Awareness
Consideration
Conversion
19
Today’s Value MetricsYesterday’s Value Metric
Direct Response

20. Driving Your Own Innovation

21. Create the Right Environment
for Your Clients
• How are you accounting for consumer behavior
changes in your industry?
• Are you managing the risks between your consumer
and B2B strategy?
• Are you utilizing data as effectively as possible to
prove your value?

22. Thank You