One of the biggest challenges that all marketers meet right now is in the dynamic digital ecosystem, the consumers’ purchase journey is becoming complex and hard to be traceable.
How we can understand the consumer’s aspiration in the digital world and identify these who might be the next customer? How can we build up a more comprehensive consumer profile by aggregating the possible and relevant data?
We have helped Volkswagen develop advanced analytics model to build different personas to reflect how the different consumers look like. In addition to that, to score the consumers’ quality and attention index by analysing their recent behaviour in the digital space, social, website and mobile, their response history to the communication, etc. Volkswagen can easily identify who will be in the good segment for the lead generation, who will fall into the lead nurturing program and who will be staying with the brand communication.
These both analytics models provide the foundation to Volkswagen to plan and to execute data-driven marketing practices. The prospect and lead conversation rate has been increase over 50%, ROI increases and media efficiency is improved.