CHICAGO -

LotLinx has named Michael Morrison the company’s new senior vice president of sales, the company announced Friday.

Morrison, who comes to LotLinx after 10 years with the Nielsen Company, brings expertise related to building and leading sales teams responsible for delivering business-critical insights for media spend to companies across several industries.

“Michael is a natural fit for us as we continue to set aggressive goals for ourselves and the dealerships we serve,” LotLinx chief operating officer Gee Leung said in a news release announcing Morrison's appointment. “LotLinx provides tangible ROI, and the numbers bear that out. Michael’s insight will help dealers discern where to dedicate their marketing spend for optimal results. I’m confident that his addition to the team will be a key factor in maintaining the remarkable growth we continue to experience,” Leung said.

According to LotLinx, Morrison most recently served as managing director of North America for the Watch organization of the Nielsen Company, where his work centered on advertising effectiveness.

Meanwhile, in his new role, LotLinx said that Morrison will be responsible for building and leading sales organization at the company.

“The auto industry is experiencing shrinking profit numbers, for both new and used inventory, and rising digital advertising costs,” said Morrison.“That means an optimized budget is key to survival. Increased spending does not automatically equal more sales. You can’t simply throw more money into your ad spend in the hopes of out-shooting the competition.

“That’s just noise, and it is easily ignored by consumers. The real trick is recognizing the exact time a potential customer is most inclined to listen and — most importantly — ready to buy. That’s where a dealer’s budget is best spent,” continued Morrison.