Automotive
A major Japanese motor manufacturer was planning to introduce a new model of its popular midrange SUV into the US market. The original product had been well received by customers but was now in need of an upgrade. Along with the required upgrade the client saw an opportunity to move up-market with a corresponding increase in market share.
Modern Analytics collected and rolled up existing customer data and segmented it according to new profiles developed jointly by us and our client for the new vehicle introduction. Our analytical models provided scores and recommendations that enabled our client to target existing customers and prospects most likely to buy.
With this data, a vehicle introduction marketing campaign was designed across a number of channels that not only maximized the exposure of the product to the target audience but also maximized the return on marketing expenditure with regard to numbers of units sold.
The client's goals of moving the midrange SUV model up-market and increasing market share were achieved.
