2024 Audience Case Study
The Year of the Audience
We have deemed 2024 as the Year of the Audience. What does that mean? We believe that dealers need to be paying more and more attention to who they are targeting with their marketing. Automotive has been using the same audiences for years without knowing how effective they actually are. Sure, you can look at the traditional marketing measurements that allow you to see open rates and click through rates, but with the innovations in audience identification, dealers need to zoom in and understand the true make-up of their audiences, not just how they are engaging with marketing.
We have deemed 2024 as the Year of the Audience. What does that mean? We believe that dealers need to be paying more and more attention to who they are targeting with their marketing. Automotive has been using the same audiences for years without knowing how effective they actually are. Sure, you can look at the traditional marketing measurements that allow you to see open rates and click through rates, but with the innovations in audience identification, dealers need to zoom in and understand the true make-up of their audiences, not just how they are engaging with marketing.
What’s in this Case Study?
We decided it was time to double-click on the lists commonly being used for marketing in automotive. We are not satisfied with just looking at engagement rates, we want a full view of the audience which is only possible with the Active Shopper Network®.
We took common audiences from our sample dealer set and analyzed them for Active Shoppers®. We wanted to know what percentage of the people in the audiences used in automotive for decades were actually in the market for a car. Sure, they may open an email or click on an interesting ad, but are they truly in market for a car.
What’s in this Case Study?
We decided it was time to double-click on the lists commonly being used for marketing in automotive. We are not satisfied with just looking at engagement rates, we want a full view of the audience which is only possible with the Active Shopper Network®.
We took common audiences from our sample dealer set and analyzed them for Active Shoppers®. We wanted to know what percentage of the people in the audiences used in automotive for decades were actually in the market for a car. Sure, they may open an email or click on an interesting ad, but are they truly in market for a car.
Here are the common automotive audiences we analyzed:
CRM
Marketing Lists which depend on various CRM targeting.
DMS
Marketing Lists which depend on various DMS targeting.
In-Equity
Equity Mining tools which work with DMS and/or CRM.
Demographic
Marketing Lists which depend solely on demographic targeting.
In-Market
Marketing Lists which depend solely on In-Market Prediction.
Vehicle Owners
Lists targeting specific make/model owners in your market.
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