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Case Study – Automotive
A major Japanese motor manufacturer was planning to introduce a new, revised 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 upgrade and with it, 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 specifically for the new vehicle introduction. Our analytical models provided scores and recommendations that enabled our client to specifically target existing customers and new prospects most likely to buy.
As a result, a vehicle introduction marketing campaign was designed across a select 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 brand up-market and increasing market share were achieved.
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