At a recent PURE Strategy event, co-hosted by PureCars and Google in Austin, Texas, PureCars President and COO Lauren Donalson sat down to discuss the unique ways PureCars leverages data to transform dealership marketing. As a leader who grew up in the automotive industry, Lauren has a deep understanding of the challenges dealers face and a clear vision of how PureCars can help them thrive.

Setting PureCars Apart: Leveraging Data in Ways No Competitor Can

When asked what sets PureCars apart from its competitors, Lauren immediately pointed to the company’s unmatched ability to ingest and leverage data—especially inventory data. “We ingest more fields in your inventory feed than anyone else,” she explained. “We’re able to leverage that data in ways that none of our competitors are doing today.”

By applying advanced inventory filters—such as days online and price-to-market—PureCars goes beyond standard digital advertising. This data is used not only for digital mediums but also across direct advertising channels like email, direct mail, SMS, and text.

Lauren emphasized, "We can take your inventory feed, parse it out, and only advertise vehicles that meet specific thresholds, like how long they’ve been on your lot or their pricing." This ability to integrate data-driven decisions into both digital and direct advertising makes PureCars’ offerings unique in the marketplace.

Delivering Value Across Channels with the AutoMiner CDP

One of the most powerful tools in PureCars’ arsenal is its Customer Data Platform (CDP), the AutoMiner. This platform allows dealerships to use clean and segmented data across a range of advertising channels, delivering targeted, personalized campaigns to their audiences.

“Through the AutoMiner, we can produce the same mechanism across all your direct advertising spaces, including email, direct mail, SMS, and more,” Lauren said. By leveraging this technology, dealerships can ensure that their messages are relevant and timely, improving customer engagement and driving better results.

Building Trust and Connecting with Dealers

For Lauren, the success of PureCars isn’t just about cutting-edge technology—it’s about the relationships built with dealerships. “I grew up through the client experience organization, and my love is connecting with dealers,” Lauren shared. As the daughter of a dealer, she has a personal understanding of the challenges dealerships face daily, and she’s committed to solving their problems.

“We want to be on speed dial for our clients whenever they’ve got an issue—whether it’s something in our wheelhouse or if they just want advice,” she said. At PureCars, every recommendation is backed by data, creating a partnership built on trust and results.

The Future of Automotive: Closer to the Customer

When asked about the future of the automotive industry, Lauren reflected on lessons learned during the COVID-19 pandemic, which brought dealerships closer to customers than ever before. “For the first time, the automotive industry started to embrace transparency and make it easier on the customer,” Lauren explained.

Looking forward, she envisions an industry that continues to prioritize customer experience and simplifies the transaction process. “Buying a car is a huge, personal purchase, and it’s instrumental to someone’s life. The industry needs to make it as easy as possible for customers to transact.”

PureCars will play a critical role in this evolution, empowering dealerships to stay close to their customers and make the purchasing process as seamless as possible. By continuing to refine its data-driven approach, PureCars will help dealerships deliver personalized, transparent, and valuable experiences for every customer.

Conclusion: PureCars is Poised to Drive the Future

As Lauren Donalson summed it up, "It’s an exciting time to be in this business. PureCars is ready to help dealerships evolve and thrive by bringing them closer to their customers and leveraging the full power of data to drive success."

With a commitment to innovation, transparency, and customer experience, PureCars continues to set the standard for how dealerships can succeed in an increasingly competitive market.

‍

WATCH THE FULL INTERVIEW HERE

‍