Aftermarket marketing, technology leaders meet to examine key tech issues

Technology and marketing executives from automotive aftermarket supplier companies held robust discussions and identified the opportunities and threats posed by emerging/disruptive technologies at the annual Fall Conference of the Automotive Aftermarket Suppliers Association (AASA) Technology Council (ATC), held Oct. 13-16 in Marco Island, Fla.

Focused on the theme, “Convergence: Business and Technology,” the 2013 ATC Fall Conference included attendees from the AASA Marketing Executives Council (MEC), which held its annual fall meeting in conjunction with the Conference. Joint sessions were held for MEC and ATC members to work together toward a better understanding of the technologies that are driving the aftermarket over the next five years.

“Recent studies have shown that marketing and technology executives do not collaborate enough, which can create a disconnect between the disciplines,” said Susan Ulrey, executive director of e-commerce and sales operations, Tenneco Aftermarket, and chairperson of the ATC Board of Governors. “The ATC and MEC have made important strides in bringing marketing and technology together at our conference this year and have started the dialogue needed to succeed in today’s automotive aftermarket.”

“MEC members see the value in meeting with their technology colleagues to be better aligned on the most effective use of data and technology in order to better satisfy the needs of customers today and tomorrow,” said Mark Sprague, corporate marketing manager, NGK Spark Plugs (USA) Inc. and chairperson of the MEC. “We look forward to continued collaboration with our fellow aftermarket professionals in the ATC.”

ATC Fall Conference elite sponsors Corcentric and The Automotive Distribution Network held a drawing during the event for a VIP Hospitality package with the Parts Plus Top Fuel Drag Race team. Mark Thorpe, product program manager for TRW Automotive Aftermarket, won the package for the NHRA finals in Pomona, Calif., which includes grandstand seating, pit side passes and meeting Clay Millican and the entire Parts Plus team.  

Dates for the 2014 ATC Fall Conference were announced at the event: Sunday, Oct. 5, through Wednesday, Oct. 8, in Marco Island, Fla.

Featured speakers and presentations at the 2013 ATC Fall Conference included:

• Keynote: “e-Tailing Success Strategies for Suppliers,” Paul McCarthy, AASA vice president of industry analysis, planning and member services

• Keynote: “The Autonomous Vehicle and its Impact on the Aftermarket,” Dr. Andy Brown, vice president and chief technologist, Delphi

• Keynote: “Additive Manufacturing (3D Printing) in the Aftermarket,” Greg Elfering, vice president of sales, 3D Systems

• “e-Tailing, Autonomous Vehicle & Additive Manufacturing,” strategic small group discussions of emerging/disruptive technologies facilitated by Chris Gardner and Bill Hanvey, AASA vice presidents and group executives of the ATC and MEC respectively

• “Managing Marketing & Technology Expectations,” Gardner and Hanvey
“Data Visualization: Converting Complicated Information to Decisions,” David Froning, principal product manager, SAS Institute

• “Using Big Data to Create Store DNA and Customer Satisfaction,” Jon Rubich, president, Insights2Action

• “Success Story: Big Data Drives Profits in Another Vertical,” Bret Farrar, founding partner, Sendero Business Services

• “Mobile Apps for Shops,” Ron Draheim, global marketing manager, Dana Corp.
“Customer Spotlight: Pep Boys,” Malcolm Davidow, vice president, digital operations
“Customer Spotlight: CARQUEST,” Tim Folks, senior director, enterprise architecture and content services

• “Member Spotlight: MAHLE Clevite,” Ted Hughes, manager of marketing; Jonathan Larsen, manager, category management

The 2013 ATC Fall Conference was sponsored by: Premier Sponsor – Pricedex Software; Welcome Reception Sponsor – Polk; Luncheon Sponsor – Experian; Breakfast Sponsor – Infor; Elite Sponsors – ANX, Autologue Computer Systems Inc., Corcentric, datalliance, Epicor, GCommerce, InterTrade, JNP Soft, MAM Software, Network Information Services, OptiCat, SAS, ShowMeTheParts.com, Solenium Group and TecAlliance; and Lanyard Sponsor – WHI.

The ATC is a peer group of the Automotive Aftermarket Suppliers Association (AASA). It serves as a medium for industry interaction, education and idea exchange regarding matters of common interest to information technology (IT) and e-commerce professionals in the automotive aftermarket industry.

The AASA Marketing Executives Council (MEC) is a forum for aftermarket supplier marketing executives to collaborate in helping improve the state and image of the North American manufacturer base. Its regular meetings are open to members only and are held throughout the year.

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