Economic setbacks can spark breakthroughs and redefine entire industries. On this latest episode of Women Driving the Industry, Alexi Venneri, co-founder and CEO of DAS Technology, shares how she built a leading consumer data and experience SaaS platform into a $50 million business from the ground up.
The conversation explores her journey guiding the company through significant economic challenges, while maintaining a people-first approach and continuing to give back at the heart of DAS Technology’s mission. Recently, she was named one of the 100 Leading Women in the North American Automotive Industry by Automotive News for the second time.
The journey to automotive
Venneri didn’t choose automotive; it chose her. She has always had a passion for marketing and a deep-seated fascination with technology.
Her first journey into exploring the intersection of marketing and technology was when a neighbor launched Who’s Calling, a tech company that tracked calls to show which ads generated leads.
She later joined Larry Van Tuyl to help his companies better leverage digital media and understand online consumer behavior. She ran AutoMedia, Van Tuyl Automotive Group’s national digital agency, developing data-driven marketing programs for dealerships.
From setback to startup
When the Great Recession hit, AutoMedia lost all advertising revenue. During this period, Venneri published her book, Balls!: 6 Rules for Winning Today’s Business Game, reflecting on what it takes to start a business.
"It's such a great industry. Once you're in it, it's really hard to leave. I've always felt a part of the industry, and I'm really proud to help move it forward in unique ways."
The idea for Digital Air Strike—now DAS Technology—emerged from her observation of social media’s growing influence on consumer behavior. She aimed to build technology that bridged the communication gap between companies and consumers, creating a true partnership with dealers rather than a generic vendor relationship.
Venneri and three co-founders personally funded and launched the company with $100,000 in capital. DAS Technology was the first to monitor online consumer sentiment and reviews for the automotive industry and developed the first digital dealer retail survey, allowing dealers to track customer satisfaction in real time. The company also helped General Motors build its first social media and reputation management program.
Sustaining culture through uncertainty
Venneri guided DAS Technology through economic downturns, mergers and acquisitions while maintaining a strong workplace culture. She prioritized hiring passionate candidates, particularly recent graduates, and focused on housing all teams under one roof to foster collaboration.
As the company expanded, it rebranded from Digital Air Strike to DAS Technology to better reflect the various companies that were united under one parent company.
Supporting dealers through the pandemic
During the COVID-19 pandemic, DAS Technology remained fully operational to support dealer clients. Venneri believed in standing in solidarity with dealers and helping them navigate the challenges.
The company implemented solutions, including consumer text marketing and the CDXP Platform, enabling dealers to communicate effectively with customers and maintain business continuity while adhering to social distancing guidelines and scheduling appointments.
The power of mentorship
Venneri credits Larry Van Tuyl, Adam Sims, Mark O’Neil and Vince Passione for their impactful mentorship throughout her career. She says the best advice she’s received is to embrace trying new things, while also having the confidence to say no when necessary.
Trying new things facilitates innovation, but if something isn’t working, it’s okay to pivot. This mindset has fueled both her own personal development and the sustainable success of DAS Technology.
Women in automotive
For women who are looking to advance their careers in the automotive industry, Venneri advises them always to be direct, knowledgeable and avoid showing fear.
Although the automotive industry is heavily male-dominated, it’s much more welcoming than outsiders may assume. It’s very accepting and family-oriented, with many families still running dealerships and groups to this day.
To attract more female talent to the automotive industry, Venneri emphasizes the importance of spreading the word about the available opportunities. She also urges automotive companies to offer more internships, enabling female candidates to gain firsthand experience in various aspects of the business. This exposure will help them determine which areas are the best fit for their skills and interests.
Looking forward
Venneri is excited about how advancing AI technology will continue to transform DAS Technology and the automotive industry. The company’s new one-to-one AI video messaging has already increased dealer service RO revenue by 70%.
Looking ahead, Venneri and DAS Technology plan to continue to leverage AI to optimize dealer ad spend, improve dealer-customer communication and enhance the overall customer journey. A high-profile celebrity partnership is also on the horizon, an exciting collaboration aimed at supporting the customer journey and endorsing the top dealers in the industry.
