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Jennifer Briggs is a self-described data freak. A certified business intelligence report designer, Briggs has used statistics to build the Internet presence of Feldman Automotive, an eight-store group in suburban Detroit.
Her goal is to create a mini version of AutoNation’s new digital strategy, relying on strong websites and Google placement to reduce reliance on third-party shopping sites.
Briggs is well on the way to attaining her goals. Since joining Feldman two years ago, she has advanced a strategy the internet leads department from 5 to 30 people with defined roles for managing leads. In addition, Feldman has added a business development center in each location.
Her strategic approach has brought closing rates from 4 to 15 percent from all sources. Unique visitors to Feldman’s 10 websites have jumped 170 percent since Briggs joined the team, hailing from a dealership group in Saginaw, Mich., where she competed against her best friend and previous 40 Under 40 winner Bobbie Herron of Garber Automotive Group.
Briggs is constantly looking for the next dealership software breakthrough to try to give Feldman an edge in the heavily dealered Detroit market. She gets to see those technologies first hand as a frequent speaker on the dealer marketing conference tour, including the upcoming Women in Automotive Convention scheduled in Orlando, Fla., in August.
Follow Jennifer on Twitter @NextLevelBriggs
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