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Measuring the Impact of Automotive Online Advertising
技术
- 分析与建模 - 预测分析
- 分析与建模 - 实时分析
适用行业
- 汽车
- 零售
适用功能
- 商业运营
- 销售与市场营销
服务
- 数据科学服务
- 系统集成
挑战
The automotive industry faces a significant challenge in accurately attributing car sales to digital marketing investments. Both digital marketing providers and auto manufacturers need to confidently attribute sales to different marketing channels to ensure optimal allocation of advertising budgets. This challenge is compounded by the fact that consumers cannot purchase vehicles online, making it difficult to measure the direct impact of digital marketing efforts on car sales.
关于客户
The customer in this case study is a leading digital marketing provider that serves automotive dealerships. This company offers a range of online advertising services designed to help dealerships increase their vehicle sales. The digital marketing provider leverages advanced analytics to measure the impact of its services and demonstrate their value to dealership customers. The company operates on a large scale, serving numerous dealerships across the United States, and focuses on helping these dealerships optimize their marketing strategies to achieve better sales outcomes.
解决方案
APT’s Test & Learn software was employed to address the attribution challenge. The software uses proprietary analytics to isolate the cause-and-effect relationship between strategic initiatives and key metrics like vehicle sales. The digital marketing provider used Test & Learn to identify past occurrences where dealerships subscribed to or cancelled their products. By matching these 'test dealerships' to control dealerships with similar financial patterns, the company could clearly quantify the sales impact of adding or cancelling their services. The software also segmented results by various dealership and demographic attributes, enabling a detailed understanding of the impact across different types of dealerships and regions.
运营影响
数量效益
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