Marketing analytics take centre stage

Automotive client in Japan uses ATG to improve communication budget allocation

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Destination

Our client wanted to improve their communication efficiency in driving customer traffic to showrooms. Their communication activity was based mainly around dealer fairs. Newspapers were their key communication medium, followed by direct mailers and TV.

Platform

Increase showroom traffic. Maximize communication ROI.

Design and delivery

Statistical modeling was used to isolate and quantify the role of each communication medium in driving showroom traffic. We also identified the halo effects between different nameplate advertising.

Evaluation

We improved allocation of communication budgets across media and nameplates and were able to aid continuous and longer term planning significantly. Overal we expect to increase showroom traffic by 10% to 15% for the same communication budget.

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