In times of uncertainty, ad budgets are typically scaled back and the first cut made is customer acquisition. That’s often due to great expense and waste. Typically, these mass media ventures and zip-code level marketing initiatives are based solely on demographic data, which has nothing to do with shopping activity and is certainly more than 90 days old.
The Active Shopper Network® reports the number of online car shoppers, primarily focused on the amount entering the market each day. These numbers continue to fluctuate, some-times in a volatile way. Technology makes it possible to monitor shopping behavior across every automotive URL, connect it to an individual and track if they started, stopped or continued shopping that same day. This is the behavior-based, real-time data needed to make meaningful marketing investments for your business.
Application to Consider: Are you investing or cutting marketing dollars based on the number of impressions served to random data points? In times like these, it’s about the frequency of your messages to people currently shopping, not about the expansiveness of your reach to a high quantity of data points in a modeled set.