What happens when the automotive industry's biggest blind spots finally get called out? In this new episode of In Search Of, Dan Barker and Wikimotive Co-Founder Zach Billings sit down with Brian Pasch - author, researcher, conference founder, and one of automotive retail's most respected voices.Together, they unpack what's
actually hurting dealership performance today: bloated websites, missing ASC events, broken measurement, AI hype cycles, and an industry-wide lack of continuing education. This conversation is an unfiltered look at the uncomfortable truths dealers need to face - and the actions leaders can take right now to get ahead. Why Watch
- Learn why dealer websites have become overloaded - and how extra GTM containers, scripts, and legacy tools quietly destroy performance
- Understand ASC compliance: which vendors support it, which don't, and how the lack of standards breaks measurement, CDPs, and OEM reporting
- See why most CTA stacks fail (and which CTAs actually convert on SRP + VDP)
- Hear why 20 Groups often become echo chambers - and what true education and innovation should look like
- Get a candid breakdown of AI in retail: what's real today, what's smoke, and how many AI tools a dealership can realistically manage
- Learn the mindset shift every GM and marketing leader needs to make to survive data-driven retail
In This Episode 00:00 – Introductions 01:00 – Why dealer websites became cluttered and overloaded 03:00 – GTM containers, scripts, site speed, and data leaks 05:10 – CTA simplification, mobile UX problems, and consumer confusion 08:05 – Why Schedule Test Drive performs poorly and how to measure CCR 10:55 – How vendor add ons create bloat and why removal rarely happens 13:15 – ASC adoption, vendor resistance, and data transparency issues 17:05 – OEM programs, politics, and why key tools fail to support ASC 20:40 – GA4 experience gaps among vendors and why half compliant tools cause problems 23:55 – Pop ups, early leads, and how CRM attribution gets distorted 26:40 – Why dealers still lack accurate analytics across their stack 28:20 – The education gap in automotive and why NADA programs are falling behind 31:10 – Conference attendance, learning culture, and the 30 day cycle trap 34:00 – Twenty groups as echo chambers vs true innovation networks 36:45 – Data skills GMs absolutely need today 38:35 – AI realities, hype cycles, and findings from upcoming voice AI research 41:25 – How many AI tools a dealership can actually manage 42:40 – Final thoughts and where to follow Brian Pasch About In Search Of A candid, data-driven podcast for dealership leaders and marketers who want clarity - not hype. Each episode features conversations with industry experts who cut through the noise and reveal the truths shaping modern automotive retail. Subscribe to stay informed on SEO, AI, analytics, and the strategies that actually drive dealership performance.