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
Gain Theory 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