0
Over 60% of car buyer journeys linked from online through to vehicle purchase
0
Increase in click-through rates through activation of dynamic creative strategy
0
Ability to predict potential car buyers based on behavior with up to 90% accuracy
0
Increase in conversion rates against high probability audiences
Challenge
Find a solution to the evergreen problem for the automotive industry: tying online consumer behavior to vehicles sales data.
Automotive brands face a unique set of challenges. A user’s online experience is distinctly separate to what actually happens in a dealership. There has been no way for brands to correlate a user’s online research, with how that directly influenced the sale of a vehicle.
Utilizing Google Marketing Platform (GMP) we could understand what users do onsite, which channel drove them to the site, when they downloaded a brochure, or requested a test drive. However, any analysis was purely restricted to online, where a lead is considered as good as a sale.
Solution
We activated our MET-A data framework. Through the discovery phase, we identified that MINI send their customers a post-purchase email. By appending parameters to links in these emails and some advanced configuration in Google Tag Manager and Google Analytics, we identified consumers who had purchased a vehicle. Once we bring the consumer back on site, ID’s can be linked and we are able to understand the research each anonymized customer undertook prior to entering the dealership, as well as which vehicle was purchased.
Using Google Analytics 360, this rich data streamed into Google Big Query daily, allowing us to discover deeper insights. This new series of metrics enabled us to visualize the full consumer journey from beginning to end.
Results
This dynamic creative strategy saw a 22% increase in CTR instantaneously.
We found that customers we predicted had a ‘high’ probability to purchase had purchased cars at a rate of 4.3 times that of other audiences. Seeing the results across real data meant we could accurately validate this model.
MINI is now clearly able to track online to offline conversions for the first time. We can now see the online journeys of over 60% of MINI’s customers, prior to making their purchase decision.
We’ve been able to define new metrics and measures of success for activation and real-time optimization.
“We can now see the online journeys of over 60% of MINI’s customers, prior to making their purchase decision.”Alex McLean, Head of Marketing, Mini
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The Cadillac Live Experience
dentsu research has indicated that today’s luxury car buyer is time-starved and more discerning than ever.
It’s Hard to Read
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
Seize the Awkward
To approach the issue of mental health awareness and youth suicide prevention, the Ad Council, in partnership with the American Foundation for Suicide Prevention and The Jed Foundation (JED) lau...
Doomsday Vault
During an already catastrophic year, NASA reported that an asteroid (officially Asteroid 2018VP1) traveling through space was heading towards the Earth’s general direction.
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
The Hunt for Court People
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Project Athena
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
CRM stratergy
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
Multi-touch Attribution: Rx Measurement Impact Analysis
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Operating Model Design and Implementation
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
One Team Ascensia
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
The Futbolera
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...