CDK Global announced Tuesday another one of the several technology solutions it will debut at the 2015 NADA Convention & Expo in San Francisco this week.

One of these new tools will be Audience Management, a digital marketing package that helps dealers target customers via personalized, individual online shopping experiences. According to the company, the technology provided with Audience Management is on par with that of such renowned customer targeting companies such as Amazon, Netflix and Google.

The platform is capable of tracking individual shopper behavior both on and off dealership websites, learn from it, and deliver customized content to dealership visitors, on any device, according to CDK.

“Personalization is a good thing,” said Scott Matthews, president of CDK Digital Marketing. “If you’ve visited a website like Amazon and been offered a recommendation of what they think you’d like, that’s personalization. Customers get the content they want to see, making for a better shopping experience, and dealerships get to cater to an audience of one. It’s becoming a standard practice that customers expect and it’s time to apply this to the automotive retail space.”

Another announcement made by CDK this week outlined the release of Dealer Data Exchange (DDX), which the company says is designed to give dealers more control and visibility of the data they are sending to manufacturer and third-party vendors.

“Dealers need to know who is collecting their data and where it’s going,” said Howard Gardner, vice president and general manager of data strategy at CDK. “They’ve also asked us to help them better understand data security regulations and safe handling practices. With high-profile security breaches becoming a routine occurrence, the potential risks of data sharing with third parties have risen to an uncomfortable level. This means they need visibility of all connection points, and that’s what we’re working toward with DDX. No other product on the market has that capability.”

To learn more about these products, visit the DDX website or the CDK Global website. Both of these will be on display at the CDK booth at NADA this weekend.