Description

Robert DeGeorge, Director of Product Consulting for Dealer.com and VinSolutions, explains how dealers can use AI alongside traditional analytics to make smarter decisions about their websites and digital marketing. While AI can analyze language, identify content gaps, and suggest improvements, DeGeorge cautions that its recommendations should not replace verified performance data.

Key discussion points include:

• Why AI cannot replace analytics for measuring website performance 
•  The risks of making decisions based on inaccurate or incomplete data
•  How dealers can verify AI recommendations using analytics, CRM, call tracking, and website data 
•  Using AI to identify content gaps and merchandising opportunities
•  Improving calls to action and customer-facing website content
•  Why combining trusted measurement with AI interpretation creates a stronger digital strategy 

DeGeorge also discusses how dealerships can provide AI with better context and specific data to generate more useful insights, while keeping human expertise involved in decisions that affect budgets, vendors, and website strategy.

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