The Experian Marketing Engine is designed to optimize return on marketing dollars by identifying prospective car buyers more readily, and delivering content that resonates with them.
The solution segments and identifies in-market car buyers, uncovers the most appropriate communication channels, delivers personalized messages and measures campaign effectiveness, according to the company.
“With continued fluctuations in new vehicle sales attributed to a host of reasons, such as increased gas prices and high vehicle costs, automotive brands need to find ways to make vehicle ownership more appealing to consumers,” said John Gray, Experian’s president of Automotive.
The Experian Marketing Engine leverages automotive-specific insights, including purchase behaviours, ownership data and automotive equity, and combines them with marketing data, like demographics, purchasing habits and lifestyle interests. The result is more meaningful interactions with prospective customers, the company says.
“By looking at data differently, auto brands can uncover hidden opportunities, make more informed decisions and reach car buyers on a more personal level,” says Gray. “For example a campaign can more easily tell a personalized, consistent story to a potential in-market car shopper across multiple channels, including mobile, email, digital and addressable TV.”
