Brian Pasch
Boca Raton
Founder of the Pasch Group, Conference Speaker, Automotive Marketing Trainer, and author of nine books on automotive marketing strategy.
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Articles by Brian Pasch
Next-Gen Automotive First-Party Data Management
Skip to content Main Navigation Social Connect Resources Our Brand Family Published: Let me take a few minutes to summarize the momentum behind automotive first-party data management over the past three years. With the advent of Customer Data Platforms (CDPs) in automotive retail, several companies have come forward to help dealers organize, clean, segment and activate their first-party data.
Why marketing automation and a customer data platform (CDP) are the perfect pair
ShowsAuto Marketing NowInterviews Welcome to another episode of Auto Marketing Now, with Brian Pasch, founder of PCG Companies and auto marketing expert, who continues his original series exploring customer data platforms (CDPs). In this episode, Pasch explores the various activation routes available to organizations with a CDP.
VISTADASH WINS 2023 AWA AWARD
GRAPEVINE, Texas, /PRNewswire/ -- Brian Pasch, author and industry leader in automotive marketing strategies, online dealer education, marketing analytics, and digital retailing is pleased to announce Vistadash as a winner of the 2023 AWA Award in the Business Intelligence Tools category. Vistadash Wins 2023 AWA Award "This product is near and dear to my heart," says Pasch.
Automotive Standards Council sets new benchmarks for upcoming GA4 transition
Welcome to another edition of Auto Marketing Now, with host Brian Pasch, founder of PCG Companies and BPE | Pasch Enterprises. Today, Brian discusses the new framework for Google Analytics 4 and how the Automotive Standards Council for GA4 addresses some of the problems with Universal Analytics. Over 75 automotive companies have come together from the Automotive Standards Council to create the specifications for the GA4.
How car dealers can modernize their inventory management tools and strategies
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Google Analytics 4 is coming-It's time to update your website
Welcome to another edition of Auto Marketing Now, with host Brian Pasch, founder of PCG Companies and BPE | Pasch Enterprises. Today, Brian discusses the new Google Analytics 4 cut-over and the Automotive Standards Council for GA4. Car dealers should know that Google will end support of the current version of Google Analytics in July 2023, says Brian.
Gubagoo CEO Brad Title on how to enrich the modern retailing journey
Welcome to another edition of Auto Marketing Now, with host Brian Pasch, founder of PCG Companies and BPE | Pasch Enterprises. Today, Brian is joined by Brad Title, President and CEO of Gubagoo, a leading provider of digital retailing solutions and sophisticated chat tools. Last summer, Gubagoo was acquired by the Reynolds and Reynolds Company. Today, Brian and Brad discuss the latest updates and integrations in the Reynolds ecosystem.
Meet Joe Gillespie, winner of this year's AWA Vanguard Award
Welcome to another edition of Auto Marketing Now, with host Brian Pasch, founder of PCG Companies and BPE | Pasch Enterprises. Today, Brian is joined by Joe Gillespie, CEO of Dealer eProcess and the recent recipient of the AWA Vanguard Award. The AWA Vanguard Award is given out in recognition of companies that are going above and beyond their peers to innovate, recreate, and reimagine automotive retailing. Dealer eProcess is one of these companies.
Are OEM direct-to-consumer sales platforms killing dealer innovation?
The STAR Standard is a standard for data exchange between OEMs and the vendor community. Its committee is made up of OEMs, vendors, and soon it will also include key members of the auto dealer community. On the latest episode of Auto Marketing Now, host Brian Pasch, founder of PCG Companies and BPE Enterprises, shares some of the excerpts from his recent presentation to the STAR Standard Committee in Las Vegas, during the 2022 NADA Show.
Banks are distancing themselves from digital retailing providers. What does this mean for you?
Recently, US Bank decided to pull their instant lending rates from certain digital marketing feeds that power many digital retailing tools. US Bank isn’t the only financial institution rethinking its data and lending decision trees that have been implemented in digital retailing. On the latest episode of Auto Marketing Now, host Brian Pasch, founder of […]
What is Google Analytics 4 and why does your car dealership need it?
Google Analytics is critical for auto dealers to measure the effectiveness of their marketing strategies. It can also track where consumers go on your website and what tools they use. On the latest episode of Auto Marketing Now, host Brian Pasch, founder of PCG Companies and BPE Enterprises, discusses features of the new Google Analytics […]
Is low inventory messing up your dealership's website experience?
On the latest episode of Auto Marketing Now, host Brian Pasch, founder of PCG Companies and BPE Enterprises, discusses website design and the impact that low inventory has on the shopper experience. Recently, on behalf of another customer, Pasch began shopping around for a specific vehicle made by Audi. He got in touch with a […]
How to effectively prepare your website for emerging EV retailing
On the latest episode of Auto Marketing Now, host Brian Pasch, founder of PCG Companies and BPE Enterprises, discusses prepping your local marketing strategy and digital processes to handle electric vehicle sales that are coming down the pipeline. Nowadays, the future of the auto industry seems to be fixated on battery-electric cars. Prepare your dealership website now to discuss or feature information about your brand’s upcoming EV models.
What can the auto industry do about incoming OEM digital retailing programs?
On the latest episode of Auto Marketing Now, host Brian Pasch tackles the latest updates in OEM digital retailing programs and the mandates that are likely coming down the pipeline for some manufacturers. In the Summer of 2021, Brian Pasch Enterprises published a research report called Comparing Stellantis E-Shop to Competing Digital Retailing Solutions. In […]
How software innovation companies are reimagining automotive retail
CBT News is a multimedia platform where top dealership professionals go to stay ahead and learn how to sell and service more vehicles more profitably. Automotive industry professionals learn the latest automotive news, sales and management training, best practices and so much more.
3 ways to improve your car dealership's consumer engagement and boost your bottomline
On the latest episode of Auto Marketing Now, host Brian Pasch, Founder of PCG Companies, highlights a few experiences to share ways in which your dealership can improve and discover some things you were probably never aware of. When it comes to potential spam calls, Pasch recommends dealerships check your BDC outbound calls to make sure they […] To access this post, you must log in or purchase Monthly $17.95 or Yearly $159
The impact OEM national websites have on dealer groups
On the latest episode of Auto Marketing Now, host Brian Pasch, Founder of PCG Companies, talks about the growing trend of OEMs building national sales websites for new cars and the impact it will have on dealer groups. The public automotive groups have been having a banner year, especially since the turnaround post-Covid. Many of the national […] To access this post, you must log in or purchase Monthly $17.95 or Yearly $159
Why optimizing Google My Business can lead to high quality traffic
CBT News is a multimedia platform where top dealership professionals go to stay ahead and learn how to sell and service more vehicles more profitably. Automotive industry professionals learn the latest automotive news, sales and management training, best practices and so much more.
A deep dive into modern retailing personalization for both consumer and dealer with Market Scan CEO Rusty West
On the latest episode of Auto Marketing Now, host Brian Pasch, founder of PCG Companies, is joined by the President and CEO of Market Scan, Rusty West. In this segment, Pasch and West share insights into the Market Scan platform and the data that passes through its systems every day. West says, recently Marker Scan analyzed […] To access this post, you must log in or purchase Monthly $17.95 or Yearly $159
How will car dealership marketing change as OEMs consider creating national digital retailing portals?
CBT News is a multimedia platform where top dealership professionals go to stay ahead and learn how to sell and service more vehicles more profitably. Automotive industry professionals learn the latest automotive news, sales and management training, best practices and so much more.
Measuring the success of digital retailing tools with Google Analytics
On the latest episode of Auto Marketing Now, host Brian Pasch shows dealers how to inspect their website to see if digital retailing tools are being effective based on Google Analytics tracking. Dealers must be able to see how digital retailing tools are tracking conversations to sell more vehicles. Pasch starts the show by showcasing […] To access this post, you must log in or purchase Monthly $17.95 or Yearly $159
How to optimize your marketing processes for a digital retailing platform
On this episode of Auto Marketing Now, auto marketing expert Brian Pasch discusses the growth of digital retailing and its impact on marketing optimization. Pasch has written two books to help dealers adjust their marketing and website presence to open opportunities for frictionless selling. Pasch begins the show by discussing the explosion of digital retailing […] To access this post, you must log in or purchase Monthly $17.95 or Yearly $159
7 ways to increase your dealership website's local organic search optimization
In this episode of Auto Marketing Now, host Brian Pasch discusses search engine optimization and the problems that he often finds while auditing dealership websites. Most dealers fail to understand that local, organic search is the highest quality, most sustainable,… Join now to view this exclusive content. Click here to subscribe or login.
How to amplify the reach of your Google My Business listing for fixed-ops
In this episode of Auto Marketing Now, host Brian Pasch discusses the latest updates in Google paid advertising. He also tackles new updates to amplify the reach of your Google My Business listing for fixed-ops. Recently Google announced to auto… Join now to view this exclusive content. Click here to join or sign into your account.
Modernizing Your Retail Experience
On this week’s episode of Auto Marketing Now, Brian Pasch talks about digital retailing, making your retail experience more modern, and the potholes in the road for a retail transformation. VIDEO TRANSCRIPT: Brian Pasch: Welcome to Auto Marketing Now. On today’s show, we’re going to talk about digital retailing and the potholes in the road for a retail transformation. Of course, we’re going to have our popular email grab bag. So what are we waiting for? Let’s get started with today’s show.
Automotive SEO Strategies
On this week’s episode of Auto Marketing Now, Brian Pasch discusses the evolution of automotive SEO, the importance of hosting good content on your dealership website, and more.
Modern Merchandising in Today's Dealerships
Modern Merchandising in Today’s Dealerships On this week’s episode of Auto Marketing Now, Brian Pasch talks about some of the most common headaches that dealers face when it comes to modern merchandising. Brian has more than 20 years of IT and marketing leadership experience in the public sector and on Wall Street.
Creating a Brand Promise
On this week’s episode of Auto Marketing Now, Brian Pasch of PCG Companies discusses how critical it is to create a brand promise if you plan to embrace digital retailing. Brian has more than 20 years of IT and marketing leadership experience in the public sector and on Wall Street.
Addressable Advertising on Cable TV
On this week’s episode of Auto Marketing Now, Brian Pasch talks about new marketing opportunities available via cable advertising that some dealers may not be aware of.
Moving from Email to Text Messaging
On this week’s episode of Auto Marketing Now, Brian Pasch details the benefits and convenience of communicating with your customers via text message rather than email. VIDEO TRANSCRIPTION: Brian Pasch: Welcome to Auto Marketing Now. On today’s show we’re going to talk about stopping the insanity with our focus on email and moving to more realtime messaging with consumers. Of course, we’re going to have our popular email grab bag, so what are we waiting for? Let’s get started with today’s show.
Ways to Reduce Your SEM Spend
On this week’s episode of Auto Marketing Now, Brian Pasch gives you some ways to reduce your SEM spend so that you can use those funds for other areas of opportunity, like video pre-roll or a “video everywhere” strategy. Brian is the Founder of PCG Companies, a conference speaker, automotive marketing trainer, and author of seven books on automotive marketing & attribution.
Campaigns Generating Conversions Sell More Cars
Today’s Tip of The Day comes from Brian Pasch as he talks about how to get the most out of your website so your campaigns generate a higher rate of conversions. VIDEO TRANSCRIPT: Hi, this is Brian Pasch, and here’s your CBT News tip of the day. Most dealers have chat on their website, but unfortunately, most do not have a working chat completion goal in Google Analytics. Why is that important?
Improving Account Retention in the Vendor Community
On today’s episode of Auto Marketing Now, Brian Pasch goes over why members of the vendor community need specific training to improve their account retention and the value they bring to dealers.
Retargeting for a Bigger Impact
Why is your dealership choosing to retarget people who have visited your website for two seconds? Brian explains how retargeting serious inquiries with banner ads make a bigger impact. VIDEO TRANSCRIPT: Most dealers watching today’s show utilize retargeting on their websites.
Creating a Marketing Strategy with Cable TV Advertising
Creating a Marketing Strategy with Cable TV Advertising On this week’s episode of Auto Marketing Now, Brian Pasch talks about how to create a targeted and efficient marketing strategy by utilizing cable TV advertising and set-top box data. Brian has more than 20 years of IT and marketing leadership experience in the public sector and on Wall Street.
Improving Connection Rates with Online Car Shoppers
Have you ever wondered why consumers who submit a lead on your website don’t pick up the phone when you call? Brian explains why and suggests performing this task with your lead form thank you page on today’s Tip of the Day. VIDEO TRANSCRIPT: Our Tip of the Day comes from Brian Pasch. Have you ever wondered why consumers who submit a lead on your website don’t pick up the phone when you call?
How Video Pre-Roll Can Complement Your Online Marketing Strategy
How Video Pre-Roll Can Complement Your Online Marketing Strategy On this week’s episode of Auto Marketing Now, Brian Pasch talks about video pre-roll and some ideas that can tweak your existing video pre-roll strategy to get more shoppers into your showroom. Brian has more than 20 years of IT and marketing leadership experience in the public sector and on Wall Street.
How to Evaluate The Value of Your Third-Party Classified Partner
How to Evaluate The Value of Your Third-Party Classified Partner Do auto dealers need third-party classified marketplaces? Brian Pasch discusses how you can evaluate the value of your third-party classified partner on today’s episode of Auto Marketing Now. Brian has more than 20 years of IT and marketing leadership experience in the public sector and on Wall Street.
Using Data Sources to See Who Visits Your Website
On this week’s episode of Auto Marketing Now, Brian Pasch talks about doing more with the visitors that come to your website, using data sources to see who those visitors actually are, and how to market to your website visitors.
Doing More With Your Website Visitors
Brian has more than 20 years of IT and marketing leadership experience in the public sector and on Wall Street. He founded PCG Digital Marketing in 2005 to help growing companies with digital marketing strategies, particularly in the retail automotive sector, and PCG Consulting in 2012 to offer comprehensive marketing strategies. He is an active professional writer, blogger and speaker.
Organizing Your Organic Traffic
On today’s Tip of the Day, Brian Pasch goes over organic and inorganic traffic and gives you some tips on how to organize these metrics in order to better utilize the data. VIDEO TRANSCRIPTION: Now it’s time for our Tip of the Day, and it’s sponsored by Easy Care and it comes from Brian Pasch. Dealers who are trying to see which marketing channels are bringing more engaged traffic, know that organic traffic is one of the largest portions of their total traffic channels.
Marketing and Sales Attribution
On this week’s episode of Auto Marketing Now, Brian Pasch talks about the latest updates in marketing and sales attribution as well as strategies and techniques to help dealers understand which marketing investments drove customers into the showroom.
Cleaning Up Your Website Traffic
On this week’s episode of Auto Marketing Now, Brian Pasch takes a look at UTM tags and shows you step-by-step how to clean up your tags so you can use Google Analytics to inspect the quality of your website traffic. Don’t forget to click here, and get your free download of Brian’s UTM Guide.
How to Minimize Car Buying Time at Your Dealership | Selling to Baby Boomers in 2019 | Social Selling: You Can Post, But You Can’t Hide!
How to Minimize Car Buying Time at Your Dealership | Selling to Baby Boomers in 2019 | Social Selling: You Can Post, But You Can’t Hide! Today on CBTNews.com – Thursday, November 29th, 2018: How to Minimize Car Buying Time at Your Dealership – Mazen Letayf, Dealertrack As you may know, the F&I Department is perhaps the most rapidly-changing area of the dealership.
How do You Create the Ideal Customer Base to Market To?
We, in the automotive marketing industry, toss around the phrase “customer base” a lot, but have you ever stopped to consider the power of knowing who you should market to — and then actually have the ability to market to them? These customers are your lifeblood. Getting the right message in front of them — particularly potential customers who have yet to do business with you — is crucial.
What's Apping? - AutoSuccessOnline
Apps have been around for a long time now. The App Store came about in 2008 offering 50 apps and within the first weekend they were downloaded 10 million times. Android and Blackberry soon followed with their own versions. By 2011 there were 100,000 applications for the iPhone alone. Applications have become an everyday part of life, from checking the weather and the ball scores to writing an article for AutoSuccess magazine and getting a little background data.
Winning Internally: How to Implement Digital Marketing in the Dealership
It is 9:15 a.m. and you’ve glanced down at the Caller ID for the 12th time this morning. Checking your voicemail reveals an influx of digital vendors have been leaving messages in the last few weeks. “We don’t have the budget right now” or “Feel free to check in with me at the end of Q2,” seems to slip from your lips so easily these days. You long for that demo that will be the silver bullet to solve all of the dealership’s marketing challenges.
UTM Codes: What Auto Marketers Need to Know
If you’re an automotive marketer, you are likely already using Google Analytics to track the success of your marketing campaigns — factors such as traffic source and clicks. But if you’re not using UTM codes, you need to start — because they are the key to being able to attribute a lead to a campaign. UTM stands for Urchin Tracking Module. A UTM code is essentially a little piece of code you embed into the URL of a marketing campaign in order to track its performance.
Chrysler Dealers Are Getting Spanked Again
I have written extensively about the FCA Digital Program and its offerings to U.S. franchise dealers. My 26-page research report on FCA, first published in May 2015, is still the #1 downloaded white paper on www.pcgresearch.com. Recent developments in the FCA Digital program, regarding OEM approved website vendors, inspired me to share this update with the FCA dealer network. Dealer.com is currently the exclusive website platform provider in the FCA Digital Program.
Is This Missing On Your Dealership Website?
If you are a student of marketing, you might be familiar with teachings that break down the consumer purchasing process into three steps: Awareness, Consideration, and Decision. While this is an over simplification on what drives consumers to your dealership, there are some lessons to be learned. When I speak with dealers about these three steps, many will say that it is the job of the manufacturer to create consumer awareness for new models and their OEM brand promise.
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