\ngrowing sales will be won in the trenches of first-party
\ndata.<\/strong><\/h2>\n
Managing consumer identity and associated attributes touches
\nevery element of automotive marketing. As fragmentation across
\nmedia types and customer connection points expands, the challenges
\nof acquiring and retaining customers increases exponentially.<\/p>\n
From building a pipeline for new vehicle launches to generating
\nservice revenue and vehicle acquisition efforts, marketers that can
\nmatch targeted offers to specific customer segments are going to be
\nmore effective in driving conversions and improving campaign
\nperformance.<\/p>\n
With more than 50 new vehicle launches scheduled for 2025 \u2014
\nand nearly half will be an EV \u2014 every OEM should be looking at
\ntheir customer base to evaluate and find the best prospects. The
\nbrands that have the richest view of their customers will
\nultimately emerge as the winners.<\/p>\n
Are your marketing strategies using first-party data to outsell
\nthe competition?<\/p>\n
Shop your own closet \u2014 find the best opportunities
\nin your<\/em> customer base<\/strong><\/h2>\nLet's say you're an OEM getting ready to launch a Compact
\nUtility EV. Step one is looking in your own closet and
\nunderstanding which existing customers are your best prospects for
\nan EV and which ones are most likely to be shopping full-size SUV
\ngas vehicles.<\/p>\n
By using the most recent 12 months of insights from Polk
\nAudiences' data, marketers can learn more about ownership trends as
\nwell as compare marketplace benchmarks between new, existing, and
\ncompetitive model customer sets to inform messaging and get the
\nmost of that closet (See Figure 1).<\/p>\n
![\"Polk](\"https:\/\/cdn.ihsmarkit.com\/www\/images\/0724\/polk-customer-profile-dashboard_300720241641270.png\")
<\/p>\n
First-party data enhancement helps both manufacturers
\nand dealerships reduce waste and improve ROI<\/strong><\/h2>\nAdditionally, enriching your first-party data assets also
\nprovides an opportunity to clean your closet. Are your customers
\nstill your customers? How many service offers do you send a year to
\ncustomers that no longer own that vehicle? At minimum, this is a
\nlost cost fueled by wasted impressions; potentially worse, a
\ncustomer or prospect becomes annoyed with an irrelevant offer.<\/p>\n
For example, while using our PAS suite of solutions, a dealer
\ngroup recently discovered that nearly 40% of their customer
\ndatabase was obsolete. This equated to nearly 1 million customers
\nreceiving regular owner e-mails and direct mail service offers for
\na vehicle they no longer owned. Imagine the cost savings realized
\nwhen impressions aren't wasted on one million obsolete profiles
\nevery year.<\/p>\n
Here are a few important ways marketers can use their
\nfirst-party data to develop more effective messaging, reduce waste
\nand sell more vehicles:
<\/strong><\/p>\n\n- Employ vehicle verification. Does the household still have the
\ncar or not?<\/p>\n<\/li>\n - Resolve gaps from inaccurate data. Uncover prospects in your
\nexisting customers for new vehicle launches.<\/p>\n<\/li>\n - Enrich customer profiles. Go beyond the most recent purchase to
\nbring multiple datapoints together to develop a comprehensive
\nhousehold profile.<\/p>\n<\/li>\n - Scale your first-party assets to develop more informed
\ncommunications to your customers and extend your reach with these
\nnet-new audiences.<\/li>\n<\/ul>\n
\nRequest more information<\/a>.<\/p>\nAuthored by Craig Prater, Product Management Associate
\nDirector and Julie Mynster, Product Management Executive Director,
\nS&P Global Mobility.<\/em><\/p>\n\n\nCommercials Cooperation Advertisements:<\/b><\/h2>\r\n
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\nUtility EV. Step one is looking in your own closet and
\nunderstanding which existing customers are your best prospects for
\nan EV and which ones are most likely to be shopping full-size SUV
\ngas vehicles.<\/p>\n
\nAudiences' data, marketers can learn more about ownership trends as
\nwell as compare marketplace benchmarks between new, existing, and
\ncompetitive model customer sets to inform messaging and get the
\nmost of that closet (See Figure 1).<\/p>\n
<\/p>\n\nand dealerships reduce waste and improve ROI<\/strong><\/h2>\n
Additionally, enriching your first-party data assets also
\nprovides an opportunity to clean your closet. Are your customers
\nstill your customers? How many service offers do you send a year to
\ncustomers that no longer own that vehicle? At minimum, this is a
\nlost cost fueled by wasted impressions; potentially worse, a
\ncustomer or prospect becomes annoyed with an irrelevant offer.<\/p>\n
For example, while using our PAS suite of solutions, a dealer
\ngroup recently discovered that nearly 40% of their customer
\ndatabase was obsolete. This equated to nearly 1 million customers
\nreceiving regular owner e-mails and direct mail service offers for
\na vehicle they no longer owned. Imagine the cost savings realized
\nwhen impressions aren't wasted on one million obsolete profiles
\nevery year.<\/p>\n
Here are a few important ways marketers can use their Authored by Craig Prater, Product Management Associate \u7acb\u523b\u8a3b\u518a\u53ca\u5831\u540d\u96fb\u8166\u88dc\u7fd2\u8ab2\u7a0b\u5427! <\/a> www.ITSec.vip<\/a> www.Sraa.com.hk<\/a>
\nfirst-party data to develop more effective messaging, reduce waste
\nand sell more vehicles:
<\/strong><\/p>\n\n
\ncar or not?<\/p>\n<\/li>\n
\nexisting customers for new vehicle launches.<\/p>\n<\/li>\n
\nbring multiple datapoints together to develop a comprehensive
\nhousehold profile.<\/p>\n<\/li>\n
\ncommunications to your customers and extend your reach with these
\nnet-new audiences.<\/li>\n<\/ul>\n
\nRequest more information<\/a>.<\/p>\n
\nDirector and Julie Mynster, Product Management Executive Director,
\nS&P Global Mobility.<\/em><\/p>\n\n\nCommercials Cooperation Advertisements:<\/b><\/h2>\r\n
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