When purchasing a car or truck, consumers spend an average of 20 hours researching online before coming to a decision. All that research and browsing activity can yield valuable data for OEMs and dealers to leverage in their marketing.
But those data points only make up part of the picture. Complementing that information is additional insight into auto buyers’ behaviors and preferences expressed in their spending across multiple consumer categories, not just vehicle purchases. This vast and diverse data is the key to successfully marketing to future customers by identifying correlations in the data that predict propensity for particular automotive brands and vehicle types.
By leveraging the Wiland Technology Platform’s predictive modeling techniques, we enable automotive marketers to identify optimal prospects before they are even in-market, as well as inform marketing efforts once prospects show an interest in a particular make or model.
The result? More vehicle sales and increased market share. With this kind of intelligence and insight, automotive brands are empowered to transform their marketing efforts from being merely directionally correct to being precisely targeted.
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New Customer Acquisition
Reach your future customers before they are even in market. Wiland’s predictive analytics and comprehensive data on virtually every U.S. adult consumer enable pre-intent marketing that identifies the best new prospects for your brand. This depth of insight optimizes marketing efficiency and drives superior results across all addressable channels and at all stages along the path to purchase.
Increasing Revenue from Current Customers
Understand your buyers as never before. Our extensive data and proprietary segmentation techniques allow you to concentrate resources on the most promising customers already in your database. We can help you avoid the high cost of continuing to pursue the wrong customers, and focus on those whose behavior, as observed in our data, indicates brand loyalty and other relevant, correlating behaviors.
Reactivating Lapsed Buyers
If buyers have migrated to other brands, we can provide insight that will identify those most likely to respond to your offers to “come home” to your brand. Combined with what you know about past customers, our insights optimize your win-back marketing efforts, before or after it’s clear that a buyer is back in the market for a new vehicle.
Lead Scoring and Customer File Optimization
Focus your marketing efforts on the customers who are most likely to respond to your advertising and promotions. As you generate large numbers of buyer leads through advertising efforts, we score and rank those leads to optimize subsequent marketing efforts.
Digital Solutions for Automotive
Quickly get your message in front of the right prospects online with Wiland’s suite of data-driven digital advertising solutions. Leveraging powerful transaction data and sophisticated predictive analytics, we offer high-performance digital audiences uniquely aligned with your brand. We also offer turnkey campaign management services that will drive improved results in continuously optimized digital display campaigns. Through our Custom Digital Audiences™, Ultimate On-Demand Audiences®, and Managed Display Campaigns, our digital solutions bring a refreshing level of precision, transparency, and measurability to programmatic ad buying.
Marketing Budget Optimization™
Increase the efficiency of your acquisition efforts. By minimizing marketing waste, you will realize higher campaign performance and superior results. Our predictive, multi-model methodology illuminates the top-performing names—and, equally important, identifies the weakest names—within your net file. This enables you to replace underperforming names before you mail with more responsive Wiland names—high long-term value prospects who will make multiple purchases/donations. You also have the option to reduce mailing size with the savings going to your bottom line or funding marketing in other channels.
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Division Vice President
Dave is a self-proclaimed man of numbers who brings a wealth of direct marketing knowledge in digital and offline environments to his role as Division Vice President with Wiland. With a double major in finance and economics, Dave brings his data-driven focus to overseeing a team responsible for the delivery of innovative solutions and services to several hundred Wiland clients.
Dave’s nearly 30 years of direct marketing experience began at Fingerhut, where he held multiple marketing-related positions. He then moved on to catalog marketer Michigan Bulb, which was part of Foster & Gallagher, where he led the new customer acquisition marketing and circulation functions and oversaw direct response advertising decisions and vendor relationships for more than four years. Prior to joining Wiland, Dave also held numerous senior leadership positions with Epsilon.
Outside of work, Dave has been trained in effective negotiation, management, and coaching for success.
Favorite Quote: “Gentlemen, you can’t fight in here! This is the War Room!” — Dr. Strangelove or: How I Learned to Stop Worrying and Love the Bomb
Vice President of Solutions & Insights
Michelle brings over 25 years of experience developing impactful business partnerships that drive results to her role as Vice President of Solutions & Insights with Wiland. With a diverse background working with brands in numerous highly competitive industries, Michelle looks to provide her clients with creative, effective solutions tailored to accomplish their specific business goals and improve their sales and success.
Recognized as a seasoned, decisive team leader among her peers, Michelle has held multiple senior sales and strategic partnership roles throughout her career. Michelle’s stellar track record is founded on her unique ability to forge connections with clients based on a shared understanding of needs, creative solution development, and effective implementation. She brings experience in purposefully leveraging data-driven marketing solutions to fuel client success as well as expertise in digital advertising, social media and other platform marketing, and CRM solutions to her clients with Wiland.
Outside of work, Michelle can be found playing hostess to gatherings of family and friends over meals, music, and games. She also enjoys spending time with her family (preferably outside) and pursuing her hobbies, including golf, swimming, fishing, and reading.
Favorite Quote: “At the end of your life, you will never regret not having passed one more test, not winning one more verdict, or not closing one more deal. You will regret time not spent with a husband, a friend, a child, or a parent.” –Barbara Bush
New Business Development
Business Development Manager
As Business Development Manager on the Wiland team, Kyle works with clients to help them discover creative solutions to identifying and reaching the ideal prospects and customers primed to drive peak marketing performance. With a background emphasizing data-driven, intent-based digital advertising solutions to fuel campaign success, Kyle works to help his clients leverage the power of data to maximize their advertising impact and generate superior results.
After attending the University of Arkansas at Little Rock, Kyle began his career in newspaper subscription and advertising sales before moving into business development in the cyber security industry with an emphasis on outbound prospecting. With experience collaborating with leading ad agencies, emerging brands, and organizations across multiple other verticals to help them creatively target their ideal marketing audiences, Kyle brings his keen eye for potential and instinct for opportunity to the Wiland team.
Outside of work, Kyle is a native of Little Rock and enjoys spending time with his family, including his three canine companions. He is also an avid runner (half marathons are his race of choice), and he enjoys both road and mountain biking.
Favorite Quote: “Never, never, never give up.” – Winston Churchill
Client Services Director
People, ideas, data, and strategy are the key elements of a healthy business ecosystem that Dave Courage brings together to create opportunities for quantifiable improvement and growth for his clients. As Client Services Director, Dave seeks to connect these dots to drive increased marketing success for his clients.
Dave has a distinguished career building effective marketing programs for large, national publications and media companies—starting at U.S. News & World Report, and moving on to manager and director roles in consumer marketing strategy at HarperCollins, Condé Nast, and Scientific American. He brings a unique sense of urgency and focus to crafting innovative solutions that drive traffic, engagement, and revenue for his clients. A strategic thinker, Dave takes the time to understand his clients’ business objectives in order to identify solutions that fit their individual needs. Constantly seeking ways to improve and grow, Dave is committed to achieving unprecedented success for his clients.
Dave has a degree in psychology from Vassar College in New York and received his master’s degree in business administration from the Leeds School of Business at the University of Colorado, Boulder. Seeking to build and improve outside of the office as well, he spends his free time running, cooking, reading, and woodworking.
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Client Services Director
April brings extensive marketing experience and a deep knowledge of Wiland’s products, services, and philosophy to all of her client relationships in her role as Client Services Director. Having worked with clients across a wide range of industries, April enjoys solving unique challenges and finds fun and enlightenment in coming to truly understand her clients’ goals and objectives, allowing her to help them find the best solutions possible to meet their needs.
April began her direct marketing career with National Demographics & Lifestyles in 1993 before moving on to Arvato, part of Bertelsmann, which often provided the opportunity to travel abroad, specifically to Germany. April came to Wiland in 2007, where she advanced to outside sales. A cancer survivor, April credits both her family and her Wiland colleagues for lovingly helping her through to where she is today, and she brings a fresh, positive perspective to everything she does professionally and personally.
When she’s not at work, April enjoys spending time with her family and is also busy taking care of her own personal menagerie of pets and animals. From her beloved dogs to her ducks, pigs, goats, and even steer, there is always something or someone to be tended to on her farm.
Favorite Quote: “When life gives you lemons, make lemonade.” —Dale Carnegie (attributed) by way of April’s mother
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SVP, Product Management
Dave is passionate about learning and exploring, both at work and in his personal life. He loves to challenge his own ideas and notions, always seeking to improve. These traits, coupled with his love of facts and statistics, drew him to direct marketing some 20 years ago; and these virtues are brought to his role at Wiland, where he oversees product development and marketing for the many vertical markets that Wiland serves.
Before joining the company, Dave spent nearly a decade in senior marketing positions at multi-brand catalog retail companies including Astral Direct and Concepts Direct. He also has significant service-side experience, having worked with major direct-marketing clients at EDS, the Polk Company and Prime Response.
Dave graduated from Fort Lewis College in Durango, Colorado, and from the University of Colorado at Boulder, where he received his MBA and, more importantly, met his wife. Having lived in Springfield, Missouri for a number of years near the beautiful Ozark Mountains, Dave and his family have returned to Colorado where the much larger Rocky Mountains form the iconic western skyline. When not developing new marketing solutions for our clients, Dave enjoys watching his teenage son and daughter play competitive soccer, traveling to lands near and far, and, of course, exploring.
Favorite Quote: “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” —Mark Twain (attributed)
SVP, Digital Product Management
Immersed in the exciting personal computer revolution of the 80s, Will cut his teeth on desktop publishing and computer graphic arts. After earning a bachelor’s degree in education and physics from Brigham Young University and an MBA from North Carolina State University with an emphasis on product innovation and marketing, he developed online storefronts and other early web technology.
He then helped other innovative companies turn ideas into viable marketing tools. Recently, his focus has been on the appropriate, secure use of consumer data for effective marketing; optimization tools for creative, audience and media; cutting-edge technical developments in digital marketing; and the evolution of mobile, local, video and other rapidly emerging digital channels.
Will says his true work and passion is at home, where he helps care for, and learns from, six amazing children. He teaches safety and leadership skills to Boy Scouts and to adult Scout advisers. An accomplished and award-winning Toastmaster, Will stands ready to address any gathering. As our go-to guy on digital, Will expands Wiland’s bandwidth by translating geeky concepts into simple explanations and thorny technical challenges into elegant product solutions.
Favorite Quote: “Real genius is nothing else but the supernatural virtue of humility in the domain of thought.” —Simone Weil
Lia brings over 15 years of marketing experience to her role as Marketing Director at Wiland. She manages Wiland’s marketing strategy and communications, as well as all aspects of our corporate identity and brand. Lia is a Colorado native, and she lives with her husband Zack and her daughter Zoe in the foothills of northern Colorado, where they take full advantage of the outdoor lifestyle, including boating, hiking, and camping.
Favorite Quote: “Someday is made up of a thousand tiny nows.”