27: Ford's data decisioning for dealers and drivers: Insights from Ford Motor Company Head of Marketing Technology and Dealer Platforms, Mark Sucrese

Ford is using advanced data and analytics to make smarter, more personalized decisions that connect and benefit both its dealers and drivers. Mark Sucrese, head of marketing technology and dealer platforms at Ford Motor Company, shares why he believes effective marketing leadership in the automotive industry depends on combining customer insight, adaptable technology and responsible innovation. Mark discusses how his team enhances both dealer and customer experiences by leveraging technology to strengthen brand connections throughout the customer life cycle. He explains the need to strategically manage customer data in a B2B2C environment and describes Ford's focus on achieving small, high-impact wins—particularly through hyperpersonalized experiences enabled by advances in AI. The conversation underscores the importance of balancing the art and science of marketing, embracing experimentation, and integrating decisioning models with robust data and flexible technology. Adopting a thoughtful, measured approach to AI and new technologies is becoming essential for responsible, future-ready marketing leadership. In this episode, you'll learn: How Ford uses smart decisioning to transform diverse data into highly personalized customer experiences Why embracing experimentation and learning quickly from failure can accelerate growth and innovation Which technology trends Mark believes could reshape the automotive industry's future Key highlights: [00:00] Introduction [00:55] Celebrities: They're just like us [02:45] Mark's path to Ford [05:05] The scope of his dual role [06:10] Managing data in the B2B2C model [07:20] Personalization and the data needed to power it [08:55] Leadership lessons [10:15] Perspectives on decisioning [12:25] A measured approach to AI integrations [14:30] The future of technology for the automotive industry [16:05] An experience that defines you: A hard career truth [17:10] Advice to your younger self: Embrace a "fast fail" mindset [18:00] A topic marketers need to learn more about: Take a tech approach [18:55] Subcultures and trends to follow: Overlanding [19:50] Largest opportunity and threat to marketers today: AI adoption and resistance Resources mentioned: Ford Motor Company Shah Rukh Khan Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Mark Sucrese and Ford Motor Company: Mark Sucrese on LinkedIn Ford Motor Company on LinkedIn Ford Motor Company on Instagram Ford Motor Company on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads