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—contained in the Ultimate Database—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, Ultimate Data enables 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.
New Customer Acquisition
Reach your future customers before they are even in market. Ultimate Data’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, Ultimate Data’s 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 Channel Optimization
Ultimate Custom Digital Audiences drive response in the many digital channels where automotive marketers advertise, including display, mobile, social, video, and addressable television. Our unique approach to deterministic, people-based marketing combines what you know about your customers and prospects with all that we know about American consumers. The result is the creation of highly-optimized digital marketing audiences deployable in all addressable channels.
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President, Ultimate Data Division
Mike is a catalyst for change who infuses the organization with a customer and market centric mindset. He is responsible for leading Wiland’s Ultimate Data Division. This includes the sale of non-cooperative database products across all markets, the development of co-created marketing audiences via audience partners, the overall management of the Automotive, Financial Services, and Consumer Packaged Goods (CPG) industries, and the development of digital newsletters and the direct-to-consumer data aggregation businesses.
Mike has over 20 years of experience in the information industry. He held general management and sales roles on the leadership teams at R.L. Polk & Co. as well as IHS Automotive. He led global product management organizations and North American sales and marketing teams, as well as leading corporate restructuring efforts in the U.S. and Europe. Mike was inducted as a Young Leader into the Automotive Hall of Fame in 2006 and remains active in the automotive industry. In addition to his focus on the company’s data products and partnerships, Mike brings a wealth of expertise in strategic planning, operations management, brand management, and leadership development.
Mike is proud to come from a family of small business owners and entrepreneurs. His great-grandparents founded the town of Gingellville in 1837 after receiving a land grant from President Andrew Jackson and successfully ran the hardware store, grocery store, and gas station for multiple generations. Mike received his undergraduate degree from Oakland University and his MBA from Wayne State University. When he is not working, Mike enjoys participating in his kids’ sporting events and local politics. He is currently serving his fifth term as an Oakland County Commissioner and is the Chairman of the Board of Commissioners.
Favorite Quote: “Leadership and learning are indispensable to each other.” —John F. Kennedy
- Phone: (248) 302-2301
- Email: firstname.lastname@example.org
New Business Development
VP, New Business Development
Ralph comes to Wiland’s Ultimate Data Division with over 20 years of experience in consultative and strategic sales in the direct marketing industry. Passionate about helping clients find innovative ways to connect their products and services to their audiences, Ralph brings a wealth of knowledge in data, analytics, and integrated direct marketing solutions to his role as Vice President, New Business Development.
A Detroit area native and seasoned automotive marketer, Ralph has held a variety of account management and business development leadership positions throughout his career, working for companies including Pii, ICS Marketing Services, Ancor Information Management, and advertising agency Campbell Ewald. Ralph has vast experience advising clients on their marketing programs from concept through execution and helping clients better understand and reach their customers and prospects in relevant, measurable ways. Ralph is a former president of the Direct Marketing Association of Detroit (DMAD) and has held various positions on the DMAD Board of Directors.
In today’s exciting automotive landscape, Ralph looks to bring this background in data, strategy, and innovation to his mobility vertical specialty and to the dynamic, forward-thinking Ultimate Data Division team as a whole.
Outside of work, Ralph enjoys fly fishing, golfing, and skiing.
Favorite Quote: “Approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service.” —Brian Tracy
- Phone: (248) 710-2187
- Email: email@example.com
SVP, Client Services
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 Senior Vice President of Client Services in Wiland’s Ultimate Data Division. With a double major in finance and economics, Dave brings his data-driven focus to overseeing a team responsible for the delivery of 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 circulations functions and oversaw direct response advertising decisions and vendor relationships for more than four years. Prior to joining Wiland, Dave also held a variety of senior 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
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 within the Ultimate Data Division. 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
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 Manager
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
VP, Product Management
Throughout his career, Wells’ core mission has been to help companies thrive by identifying their challenges and building solutions that fuel success. He brings this same results-oriented outlook to his role as Vice President of Product Management at Wiland.
After graduating from Amherst College in his native New England, Wells began his over 20-year marketing career at direct marketing powerhouses The Danbury Mint and Time Life. More recently, he’s helped companies like The Discovery Channel, Time, Inc., and EBSCO succeed by leveraging data and digital platforms to engage audiences and by leading multi-channel integration initiatives. As part of the Wiland team, Wells enjoys having daily opportunities to use his multifaceted experience to support clients and colleagues alike.
As a recent Colorado transplant, Wells’ top hobby has been gaping awestruck at the Rocky Mountain vistas with his wife and two sons. He also enjoys jogging with his dogs, cheering on and coaching his lacrosse-obsessed sons, and relishing the unfolding of each day with family and friends.
Favorite Quote: “It’s not that I’m so smart, it’s just that I stay with problems longer.” – Albert Einstein
Lia’s Colorado roots run very deep. Her great-grandfather settled a mining town south of Boulder around the turn of the 19th century, and her family has been here ever since. After two years at Walla Walla College in Washington state, she headed back to the University of Northern Colorado, where she earned her B.A. in psychology, and she’s been in Colorado ever since.
Lia spent nearly six years in marketing, sales and event planning at the Fort Collins Country Club. Here at Wiland, she manages all aspects of our corporate identity and brand, along with trade show attendance, sponsorships, marketing messaging and strategy, and web content. She flies all over the country for Wiland, but when she’s not doing the traveling she loves, Lia enjoys her country home at the base of the foothills. She and her husband, Zack, have property with a small flock of chickens, sheep, a dog, and a huge garden. Lia enjoys fishing, boating, hiking and camping, and spending time with family.
Favorite Quote: “Someday is made up of a thousand tiny nows.”