Leveraging Data To Boost Sales In Automotive

Leveraging Data To Boost Sales In Automotive
SHARE
THIS



In this opinion piece, Near’s Michelle Zhou (pictured below) explains how marketers can keep up with today’s car buyer through data.

Michelle Zhou

Did you know that 75 per cent of potential new car buyers use online resources to conduct research before purchasing? It makes sense. Thanks to consumer reviews, high-resolution marketing videos and a plethora of vehicle specs, consumers have a wealth of information at their fingertips that can help them make the right decision.

Over seven million people in Australia drive new cars. While 9.2 million Australians drive used cars, studies show that new car sales could soon overtake sales in the used car market. And with new technologies being introduced into the market such as self-driving vehicles, smart technology and electric cars, new cars are likely to be an even bigger draw to consumers in the near future.

But how do you keep up with today’s car buyer? What can you do to ensure your marketing campaigns hit their target, that you keep up with the latest technology and that your efforts help you sell the right cars?

Driving More Sales With Data

Auto dealers and manufacturers have a huge amount of data available to them – they just need to know where to find it and how to use it. Right now, there’s a wealth of car buyer data available to automotive companies that’s sitting dormant. Data that once moved to a data analytics solution will spring to life and reveal fascinating insights into how consumers think, how they act and what might drive their future purchasing decisions. This data can be utilised in a number of ways.

Refining raw data into value

Having access to huge volumes of data is one thing, but that data becomes quite useless if you don’t know what to do with it. Data science isn’t a skill that can be learned overnight and can’t simply be carried out by data analytics platforms alone. Teams need to understand every consumer touchpoint, the data that can be collected and analysed as a result of these interactions and how to create value from this raw data. They need to know how to get the best from platforms with enhanced artificial intelligence capabilities and the increasing number of available data sources. Inaccuracies cost money and lose customers, but with the right team and data platform, this data can be utilised across all aspects of your business.

Data integration for personalised experiences

Personalisation isn’t just another buzzword. Consumers want to be delighted with the service they receive. You should therefore put them front and centre at all times. Data platforms can help you to pull data from a number of sources so that you can deliver better customer experiences – even data from inside the car can help you to gain valuable insights into a customer’s personal preferences. Fully autonomous vehicles will reveal even more insights and allow manufacturers to build personalised profiles that automatically set temperature, window tinting and ambient lighting to the customer’s learned preferences.

Keeping up with consumer dynamics

Australian Millennials are drawn to new technologies and they expect this technology to be present wherever they go. According to recent research by Roy Morgan, 32.4 per cent would consider purchasing an electric car and 50.3 per cent would consider a hybrid. It’s a slightly different story with Baby Boomers (22.6 per cent and 40.5 per cent respectively). With the right data analytics platform, it’s possible to keep up with consumer dynamics and your closest competition by tracking consumer trends across digital and physical touchpoints. This will help you to time your market campaigns with precision and also target the right demographics at the right time.

The road to transitional change

Brace yourself: the automotive industry in Australia is about to experience a considerable transitional change in the next decade; change that can only be survived when you equip yourself with the right data tools and analytics. By choosing the right data analytics platform, you’ll be perfectly positioned to keep up with the evolving consumer and make smarter decisions for your business.

 

Latest News

Ogilvy Brisbane ECD Phil Nobay Departs
  • Advertising

Ogilvy Brisbane ECD Phil Nobay Departs

WPP’s Ogilvy has confirmed its executive creative director for Brisbane, Phil Nobay, has left the agency after two years. B&T understands Nobay has left Ogilvy to focus on the creative consultancy he owns called Philler. David Fox, CEO of Ogilvy Australia, said in a statement to B&T that Nobay had made a valuable contribution to […]

by B&T Magazine

B&T Magazine
Women’s Health Fit Night Out Returns With Sponsors Garnier, The Chia Co & Vital
  • Media

Women’s Health Fit Night Out Returns With Sponsors Garnier, The Chia Co & Vital

Women’s Health, Australia’s fastest-growing healthy lifestyle brand, has announced the ultimate workout party, Women’s Health Fit Night Out, is returning for its third year on 31 August with a stellar line-up of sponsors. Haircare brand Garnier has signed on as naming rights partner for the event, while health food brands The Chia Co and Vital […]

Why Adaptation Is The Key To Thriving In Today’s Ever-Changing Business Environment
  • Opinion

Why Adaptation Is The Key To Thriving In Today’s Ever-Changing Business Environment

Jeff Schwisow (pictured below) is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, Schwisow says businesses need to take control of the massive change around them… To thrive, and perhaps even survive, in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Swrve Establishes Asia Pacific Office In Sydney
  • Media

Swrve Establishes Asia Pacific Office In Sydney

Swrve, the provider of modern, multichannel engagement for the enterprise, today announced the opening of its Asia Pacific office in Sydney, Australia As well as this, Swrve announced the appointment of Scott Mirabello as regional director of Asia Pacific. The move represents a significant expansion for Swrve, which already boasts offices in San Francisco, London, Dublin, and […]

Leslie Stretch, President and CEO of Medallia (PRNewsfoto/Medallia)
  • Media

Medallia names industry veteran Leslie Stretch as CEO and president

Customer experience management cloud company Medallia announced that Leslie Stretch has been named Medallia’s president and chief executive officer. Previously, Stretch served as president and CEO of CallidusCloud for 10 years. In his time at Callidus he delivered a 25X increase in value in the public markets culminating in the company’s acquisition for $2.5 billion […]

PPR Snares Cameron Thorburn As New Head Of Digital & Creative
  • Marketing

PPR Snares Cameron Thorburn As New Head Of Digital & Creative

PPR has recruited  digital and creative strategist Cameron Thorburn (main photo) to head the agency’s integrated offering across Australia and New Zealand. Thorburn will build on PPR’s existing creative and digital work as well as create new opportunities to offer fully integrated communications campaigns for current and new brands. PPR clients include Woolworths, Emirates, Subway, and […]

Thinkerbell Unveils Latest Domestic Violence Campaign ‘No Excuse For Abuse’
  • Campaigns

Thinkerbell Unveils Latest Domestic Violence Campaign ‘No Excuse For Abuse’

Independent agency Thinkerbell has unveiled its latest work for domestic violence advocacy group Our Watch called ‘No excuse for abuse’. Non-physical forms of abuse against women are both common and harmful. Yet awareness of the prevalence of these abusive behaviours is low. Violence against women is not restricted to physical violence. There are many different forms of violence against women […]

OPR Unveils ‘Flawed, Hacked, Hard & Slow’ Futures Report
  • Marketing

OPR Unveils ‘Flawed, Hacked, Hard & Slow’ Futures Report

Public relations and communications agency, opr has released its annual Futures report entitled ‘Futures #4 – Flawed, Hacked, Hard and Slow’ which identifies key trends and insights in technology, culture and content, which will impact Australia and New Zealand businesses and government. opr Futures delivers practical business intelligence distilled from the world’s leading creative and […]

by B&T Magazine

B&T Magazine
When Small Data Becomes Integral To A Campaign’s Success
  • Advertising
  • Marketing
  • Opinion

When Small Data Becomes Integral To A Campaign’s Success

In this guest post, Engaging.io’s GM Fraser Gordon (pictured below), agrees data can more or break any campaign, but, he adds, it’s the small stuff and not the big that can make all the difference… We hear a lot about big data these days and how it will change everything. But sometimes big data is not the solution, […]

Opinion

by B&T Magazine

B&T Magazine
One Actor Plays Eight Roles In New Honda Ad From Leos Melbourne
  • Advertising
  • Campaigns

One Actor Plays Eight Roles In New Honda Ad From Leos Melbourne

Leo Burnett Melbourne has unveiled its latest work for Honda’s HR-V SUV. The campaign sees one actor take on eight different roles based on eight different real-life stories. Each is brought to life by young female actor, Krew Boylan, in a tongue in cheek play on the ‘interchangeable 20-something’ women often depicted in the small SUV […]

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.