Fiat and Adobe...Driving the Business and Selling Cars

Claudio Annicchiarico is the Head of Digital, Data, and CRM at Fiat Group Automobiles in the UK. Claudio and the Fiat team want their customers to be able to convert wherever they feel comfortable doing it. Fiat Group has a large amount of data that they need to break down and better understand who their customers really are and what areas of the website are working. Adobe has helped Fiat with its analytics and segmentation capabilities. Adobe has helped them better understand how to improve their website to help customers push through to conversion. Now, Fiat can even tell us that customers are going on to the site, booking test drives, and buying cars because of some of the stuff Fiat has done on Facebook. All Claudio wants to do now is sell more cars.