Background
A global automotive manufacturer wanted to better understand who was buying one its models and how it could improve the way it used marketing to target potential customers.
Solution
We created a bespoke closed-loop system that: assessed who was buying the model now; identified new prospects; and evaluated how these audience groups responded to related marketing campaigns. The system was underpinned by Sensor™, Gain Theory’s multichannel attribution solution, and leveraged exclusive data partnerships. For example, audience attribute data from WPP-owned Choreograph was integrated with the manufacturer’s own vehicle registration data to identify audience groups that both over-indexed for purchase and were responsive to media. Sensor™ controlled for and quantified the underlying impact that geography and audience had on media effectiveness, enabling the manufacturer to measure and refine its campaigns on a bi-weekly basis.
Results
Overall, this data-centric approach to audience building helped to contribute $56m in incremental annual revenue and reduced the depth of markdowns by 2.5% year-on-year, thereby increasing the manufacturer’s overall profit.
in incremental annual revenue
