Dealertrack, Inc.

The leading provider of on-demand dealership F&I software for the auto industry
Powering dealership's primary workflow

Based out of United States and Canada, Dealertrack is the leading provider of digital solutions to the automotive retail industry. Whether you’re a dealer, a lender, a manufacturer, or a state agency, Dealertrack's integrated and intuitive approach to products and services makes your workflows more efficient, transparent, and profitable.

"Karbyn was originally selected several years ago based on its technical expertise, but has since proven its true value in becoming a trusted partner for our business growth. They have delivered exceptional results with our Adobe Experience Manager implementation, designing a seamless experience across all devices and platforms. Once complete, Karbyn worked to integrate Eloqua, allowing the business to deliver personalized content to our customers across multiple channels."

— Bruce Youmans,

Director, Product Marketing

About the Project

The initial goal was to move the public website to its own domain as it was sitting behind Dealertrack's internal infrastructure and free up the Dealertrack extranet site for clients to log into. The public website itself did not have any impact on the Dealertrack product, the extranet site. There were integration points between the two systems that needed to be maintained when the two systems split domains. All changes to the pre-existing website had to go through a lifecycle change control process at Dealertrack. This forced the release management, infrastructure, project management, and QA teams at Dealertrack to be involved in all changes of the public website. It was beneficial to remove this additional burden from the Dealertrack teams allowing them to focus solely on the product and allow changes to be made more efficiently and timely to the public website.

It was decided to transition from Sitecore CMS to Adobe Experience Manager CMS with a full responsive redesign of the public website. In addition, build custom forms within AEM that integrate with Eloqua's marketing automation tool providing targeted content throughout the public website, product, and login page. AEM provides many of the capabilities that the marketing team was looking to implement out of the box and provides ways to utilize the same content for web and mobile.

  • Transition from .NET to Java based language
  • Separate login page from public website
  • Modernize entire site design and make responsive
  • integration with Eloqua Marketing Automation
  • Migrate content from Sitecore to AEM
  • Create logic for targeting users based on user profile
  • Handle multiple languages
  • Reduced dependency on key Dealertrack personnel
  • Responsive modern design
  • Login page separate than public website
  • Quicker updates to public website
  • Reduce maintenance time required
  • Targeted content
  • Simplified workflow
  • Robust integration with Eloqua
Featured Solutions


Eloqua Marketing Automation

Responsive Design




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