case study
Global Automaker Nets $7 Million
in Incremental Profit
Automotive models with online targeting drive
22X return on ad spend
Acxiom client
Results
A leading global automaker with a major U.S. presence.
In just more than one month, the campaign delivered more than
91 million total impressions and outperformed the automaker’s
previous digital advertising. Each publisher produced positive
incremental sales. The company saw up to a 100 percent
incremental lift in the buy rate and more than 22 times its return
on advertising spend.
Challenge
To drive U.S. sales, the automaker sought to identify and reach
current customers who were in-market for specific vehicle models
with targeted advertising messages online. While the company
had used digital advertising in the past, the performance didn’t
meet expectations. Additionally, it was challenging to tie offline
sales to online marketing activities.
Acxiom solution
The automaker engaged Acxiom for the strategy and execution
of a nationwide online targeting campaign with three publisher
partners. Acxiom applied its advanced automotive industry
propensity models to the company’s marketing database to
identify current customers who were prospects for new sales.
This rich offline data was then fed into Acxiom’s Collaborative
Targeting solution to serve online ads to customers and track
online activity back to offline sales.
“The powerful combination of Acxiom’s Automotive Audience
Propensities and Collaborative Targeting allowed the automaker
to reach qualified owners online and tie the campaign
performance directly to sales instead of relying on only clicks and
impressions to prove the value of the campaign. This approach
had measurable results, generating up to $7 million in incremental
profit,” said John Baudino, director, Client Services, Acxiom. “On
those results, the company plans to continue using the Audience
Propensities and Collaborative Targeting solution to further
enhance campaign targeting and effectiveness.”
Acxiom approach
Acxiom applied three proprietary auto industry propensity models
to predict consumer behavior: in-market timing, propensity for
certain vehicle segments and brand affinity. Using Collaborative
Targeting, ads were targeted to eight prospect segments across
four auto models and deployed via publisher partners Yahoo!,
MSN and AOL. To measure results and generate insights for
future campaigns, Acxiom matched exposure and click data from
publishers to offline sales data.
Acxiom led the campaign’s segmentation and strategy,
coordinating the client’s marketing team, advertising agency
and publisher partners.
Customer
Global automaker
Key objectives
•
•
•
•
Customer retention
Cross-channel marketing
Audience segmentation
Analytics
Solution
Acxiom applied the powerful combination of automotive
propensity models and Collaborative Targeting to identify
and serve the most relevant ads to in-market customers.
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or call us at 888.3acxiom.
Results
• The campaign achieved up to 100 percent incremental
lift in buy rate.
• Results exceeded a 22x return on ad spend.
• The automaker drove more than $7 million in
incremental profit.
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