This solution is offered to Nissan in China in Q1 2015 to match with its digital advertising campaign.
Normally, auto brands including Nissan will drive those who clicked and viewed their online advertisement to their campaign. They will be given incentive to leave personal information so that the call center can follow up to invite for test drive. However, are these netizens who left personal information the real target audience? Are those information complete and of high quality.
Nissan found this practice was not the most effective and the operation cost in call center is very high. They needed to improve the data quality in the CRM system for the operators to be more productive and thus generate higher sales conversion of call center and their digital advertising campaign
The Solution was the introduction of Lead Assessment Model and the application of look-alike technology in the digital advertising campaign with the output of the model
The Lead Assessment Model was to give an index to each ID according to their interaction behaviour with the online advertising and the website; and to match these behaviour with actual buyer & current owner behaviour and profile
Then operators can make a good judgement on their time allocation to each ID according to its index which reflects its quality and potential for successful sales conversion.
Besides, the data of identified high quality consumer will be deployed in the digital advertising campaign with the Look-alike technology. Then the online ad was distributed / exposed to those potential customers who shared similar profiles as existing car owners.
In addition to the follow-up application of Look-alike Technology, the sales conversion rate generated form the digital advertising campaign was doubled from the 0.25% to 0.53% which equal to the total sales of around 1034 cars at RMB206.8million (USD32million), with a return ratio of 4.2 from its RMB50million media investment.