Audience Segmentation & Targeting

Uses customer and dealership data to segment audiences and target marketing across digital channels.

Business impact

• Time required to convert a lead into a sale — The case study reports a 20 percent increase in speed.
• Lead quality — The case study reports a 50 percent improvement.
• Cost of obtaining customer leads — The case study reports an 11.9 percent reduction.

Data requirements

• Dealership lead data (tabular) — Used to unify offline customer information.
• Website and app navigation data (tabular) — Used to monitor consumer behavior such as viewed content and time on page.
• Social media traffic data (tabular) — Contributes to the broader customer profile.
• Campaign performance data (tabular) — Used to evaluate marketing effectiveness in analytics and BigQuery.

Industries

Real-world evidence

3 documented case studies on record.

Companies using this: Ulta Beauty, Tunnl, Toyota Astra Motor.