Success Stories
February 18, 2025

Leveraging Technology and Data: Lisa Gener’s Perspective from the PURE Strategy Conference

At the PURE Strategy conference, co-hosted by Google and PureCars in Austin, Texas, we had the pleasure of sitting down with Lisa Gener, Marketing Director at Covert Auto Group. With over two decades in the automotive industry, Lisa shared her insights on the evolving role of digital marketing in automotive retail, PureCars' technological advancements, and the growing importance of first-party data.

"I’ve been in automotive for 20 years, and I’ve been delving into digital since around 2014 or 2015," Lisa began. "During that time, I’ve seen a lot of providers come and go. But PureCars has stood out, especially with how they’ve built their foundation based on technology. They prioritize the dealership, which is crucial for us."

Lisa emphasized the significance of PureCars' partnership with Google, highlighting how this collaboration has helped Covert Auto Group implement more targeted strategies. "They’ve partnered with Google to ensure we’re utilizing the best strategies for the dealership. It’s an integrated piece of our overall approach," she explained. One key factor for Lisa is PureCars’ focus on leveraging first-party data.

"Their big data partnerships, especially with first-party data, have been a game-changer for us. It’s more about being targeted rather than casting a broad net. PureCars helps us personalize our messaging to align with where customers are in their vehicle-buying journey.” 

Looking ahead, Lisa expressed her excitement for the future. "I’m really looking forward to seeing how these data-driven strategies continue to evolve. The integration of technology, data, and personalized marketing is where the industry is heading, and it’s exciting to be part of it."

Lisa’s perspective showcases how PureCars is empowering dealerships to move beyond traditional marketing by embracing data-driven, personalized approaches that enhance the customer experience.

WATCH THE FULL INTERVIEW HERE

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