Leveraging Legacy “In-Market Shopper” Data for Automotive
Filed under: Direct Marketing, Email Marketing, Lead Management, List Strategy, analytics
It has been an interesting Summer in the Automotive Marketing space. Tough to be in Michigan and not be impacted by the challenges faced to jumpstart this business sector.
The focus of today’s message is using Legacy In Market Shopper data in the Automotive Space. Typically, Automobile Manufacturers use the freshest data coming from sources like CarsDirect and Autobytel when prospecting for automotive sales. This makes sense, as they are likely to still be shopping for a vehicle … and influencing the prospect to consider your brand is a proven email and direct marketing strategy.
Through the past few years, we have developed an enhanced legacy database for automotive prospecting. While this might not make sense to you at first, our experience with the data has proven it to be a source of significant power for automotive prospecting:
- First, In-Market Shopper data represents a massive pool of people that historically shop for new cars. As we know in this space from our years of registration data experience, historic new car shoppers are most likely still new car buyers. That factor by itself is powerful.
- Second, Brand History is a very important indicator of future buying preferences. If you have a history of considering Mazda (for example), you are very likely to consider the brand for future new car considerations.
- Finally, with Enhanced Data, we can utilize shopping history and clustering products such as Mosaic or Personicx to analyze and identify those top clusters of the brand competitive set of the product you are focusing on. A fairly straight forward approach that has proven to yield excellent results.
While legacy In-Market Shopping data by itself is considered weak, we can use our experience and data enhancement capabilities to turn this data into very productive contributors to your email and direct marketing initiative. While you can take my word for it, I encourage you to consider testing these approaches in your next email or direct marketing intiative.
