Data Architect

Inside Ford's ai-driven approach to scaling dealer analysis. Published March 27, 2026 FordDirect used AI agents in Domo to automate dealer analysis, cut turnaround time, and deliver insights that helped win back at-risk dealerships. How do you turn a dealer-level analysis process into a scalable, AI-powered workflow? During a session at the Domopalooza conference in Salt Lake City in late March of 2026, representatives from FordDirect and OneMagnify laid out how they built a workflow in Domo using an AI agent task to transform a previously manual process into an automated, end-to-end workflow for dealer re-engagement. FordDirect is a joint venture between Ford Motor Company and its Ford and Lincoln dealers. One of its main tools is the AdVantage digital ad program, designed to drive traffic and sales and improve marketing return on investment for dealers. There are more than 3,000 Ford and Lincoln dealers in the US, many of whom are part of AdVantage... but far from all. An AI agent was designed to address dealerships that had ceased membership in AdVantage, as well as those deemed at risk of discontinuing the service. "We created an AI agent to deliver dealer performance insight that would accelerate AdVantage growth," said Brendan Sullivan, director of FordDirect Advertising Analytics. "The goal was to equip our sales team with data and narrative examples they could use for dealer retention and win-back." Winning back lost dealers with data-driven insights. In 2025, 97 at-risk or terminated dealers were identified. In the past, anyone wishing to analyze these dealers faced a data integration challenge to find how they performed before and after leaving AdVantage. They had to blend AdVantage and non-AdVantage data across varied dealer timelines, metrics, and formats. They also had to factor in external influences that disrupt markets, such as seasonality, tariffs, and more. The first step was to achieve a firm understanding of the existing manual process, then to build a strong data foundation and define precisely and only what the agent was to accomplish. Both Databricks and Domo were reviewed as candidate platforms. Domo won due to the strength of its data foundation and AI governance capabilities, added Sullivan. Stephanie Butterbrodt, a business intelligence consultant at OneMagnify, assisted FordDirect with the project. The agent was set up to analyze and rank multiple performance scenarios using flexible logic that could evolve as priorities change. "The agent used a governed, repeatable process for multi-dealer analysis that generated a clear narrative text and visual outputs that could go to the sales teams for use in potential dealer conversions," said Butterbrodt. "It was based on a standardized way to compare the last three months before leaving AdVantage to the three months after." Measuring impact: how AI turned insights into results. Sales could use the agent to generate data on one dealer or all of them. Sales were given before and after performance stories, which they could use to show the value of AdVantage. They could trust the findings as the data was cleaned prior to analysis and guardrails were put in place to prevent errors or hallucination. For example, AI was only to access and use the data provided and nothing more. A human-in-the-loop was added to verify that the AI agent's output matched real-world conditions. "AdVantage helped drive 34% more leads, 20% more vehicle sales, and an 18% improvement in sales effectiveness at one Ford dealership," said Butterbrodt. "When shown this information, that deal rejoined the program." Sullivan added that the agent delivered 24 opportunity stories. Ten of these returned to the program. In addition, eliminating the manual workflow led to a 75% reduction in hours spent on creating dealer data and a 90% reduction in turnaround time from analysis to story generation." What FordDirect and OneMagnify built isn't just a faster reporting pipeline, but a scalable decision engine - one that turns fragmented data into clear, persuasive stories. By combining governed data, focused AI, and human oversight, they proved the real value of AI isn't just automation, but action. When insights arrive as ready-to-use narratives, teams can move faster... and in dealer engagement, speed is a decisive advantage. For another example of rapid AI in action, check out how Bissell built five real workflows in just two days - turning AI hype into measurable results with Domo.

Crestview-backed OneMagnify acquires Optimal's Performance Marketing business to expand performance media and audience data capabilities. Feb 23, 2026, 13:07 ET DETROIT, Feb. 23, 2026 /PRNewswire/ - OneMagnify, a leader in AI-enabled marketing solutions, backed by leading private equity firm Crestview Partners, announced today it has acquired the Performance Marketing business of Optimal, a mission-critical digital marketing partner specializing in performance media and audience data solutions. Terms of the transaction were not disclosed. With nearly two decades of success, Optimal has built a reputation as a leader in performance marketing, proprietary audience data, and measurable campaign optimization in technology and SaaS, automotive and transportation, real estate, construction and home services, and eCommerce and consumer brands. The company has been widely recognized for delivering measurable results across all major digital channels, including paid search, paid social, CTV, programmatic, and marketplace advertising. This strategic acquisition integrates Optimal's performance media expertise and proprietary data assets into OneMagnify's AI-powered platform and analytics capabilities. Combined with OneMagnify's recent Emodo acquisition, this acquisition strengthens a comprehensive paid media offering spanning programmatic, CTV, paid search, paid social, and marketplace advertising. "Integrating Optimal's performance marketing expertise with our platform and professional services creates a powerful, end-to-end offering for businesses looking to drive measurable growth," said Mark Petroff, OneMagnify's CEO. "This acquisition accelerates OneMagnify's transformation into the first unified, AI-native, platform-enabled agency purpose-built for B2B growth," said Ravi Karumuru, President of OneMagnify. Optimal President Brian Wulfe added, "OneMagnify's vision for a unified, AI-powered marketing platform aligns perfectly with where the performance marketing needs of our clients are heading. Becoming part of OneMagnify enables us to now offer our clients the benefit of a fully integrated, strategic platform implementation, while maintaining the performance-driven focus that has defined our business from the beginning." About OneMagnify OneMagnify is the growth partner for transformational B2B brands - helping organizations turn clarity into measurable impact by delivering one AI-enabled integrated platform that connects strategy, data & analytics, digital experience, performance marketing, and channel solutions. For more information, visit www.onemagnify.com. About Optimal Optimal is a mission-critical digital marketing partner delivering winning results through proprietary data, groundbreaking technology, and innovative performance marketing solutions. The company's performance marketing business serves clients across multiple sectors with comprehensive solutions, including digital advertising and paid media, digital marketing and communications, and audience data and analytics. For more information, visit www.winwithoptimal.com. About Crestview Partners Founded in 2004, Crestview Partners is a New York-based private equity firm focused on the middle market. The firm manages funds with over $10 billion of aggregate capital commitments and is led by a group of partners and senior investment professionals focused on sourcing and managing investments in each of the firm's specialty areas: media, industrials, and financial services. For more information, visit www.crestview.com. BrightTower, an investment banking and M&A advisory services firm headquartered in New York City, served as financial advisor to Optimal in this transaction. SOURCE OneMagnify