[Audience and Data Management]

The Rundown

A marketing strategy supported by big data.

Category

Audience and Data Management

Expertise

Audience and Data Management

Year

2018

Year

2018

Expertise

Audience and Data Management

Services

Digital performance solutions, Media strategy, Audience and data management

The Rundown

A marketing strategy supported by big data.

Challenge

On average, Canadians looking for a new vehicle will consider 5 different brands, visit between 2 and 3 dealerships, and consume 11 pieces of content in the 60 to 90 days prior to making a purchase. The opportunities to reach and connect with potential buyers and existing customers have never been so diverse. The question is no longer “How do we reach Canadian customers?” but rather “How can we reach them more efficiently, maximizing every dollar, through one seamless customer experience?”

Solution

We created The Engine: an ecosystem of connected technologies that allow us to understand customer needs and target them through their journey with the right model and the right information. Offline media buys and content are based on collected data and insights in The Engine while we deploy over 400 different personalized assets every month through more than 4,000 different media placements.

The Engine

Unlike other auto manufacturers that only use the same second-party media databases, the implementation of a data management platform gave Toyota a competitive advantage that pushed its marketing strategy to the next level.

Results

With The Engine, we increased the volume of leads by 166% and reduced the cost of acquisition by 81%. Furthermore, we were able to adjust our priorities in real time based on our dealers’ inventory and reassess online and offline media placements, while increasing our visibility by maximizing lifestyle contexts.

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