At the 2025 NADA Show, Joe Kyriakoza, Vice President and General Manager of Automotive Marketing Services for S&P Global Mobility, shared valuable insights into how data-driven strategies can transform dealership marketing efforts. Speaking with CBT News, Kyriakoza highlighted S&P’s latest offerings, including the Polk Auto Direct tool, and emphasized the importance of leveraging advanced consumer data to boost customer retention, acquire new buyers, and maximize marketing ROI. With evolving market dynamics and cutting-edge technologies like AI shaping the industry, Kyriakoza provided a roadmap for dealers to stay competitive in an ever-changing landscape.
Key Takeaways
- Kyriakoza discussed how the Polk Auto Direct platform simplifies data usage for dealerships, enabling them to tailor campaigns to specific audiences, such as in-market truck buyers in a given location. By offering a user-friendly interface, even single-rooftop dealers can access advanced audience segmentation tools previously reserved for large agencies.
- He stressed the importance of protecting a dealership’s existing customer base, pointing out that dealer loyalty rates are lower than many expect, with 75% of consumers defecting to competitors. Kyriakoza advocated for dealers to cleanse and enrich their CRM data to build detailed household profiles, allowing for precise marketing that drives retention and minimizes wasted effort.
- AI is a significant focus for 2025, with Kyriakoza urging dealers to adopt a measured approach to testing its capabilities. Whether through chat tools, website optimization, or personalized content delivery, he encouraged gradual adoption and experimentation, underscoring that AI’s role in customer acquisition and experience will grow as standardization and use cases evolve.
Catch all of CBT News’ coverage of the 2025 NADA Show here.
