Marketers and media buyers will be one step ahead of the game when it comes to knowing the car buying behaviours of Australian consumers, following the launch of a brand-new marketing tool powered by the most extensive automotive datasets in the country.
Green Light Automotive Intelligence by leading Australian data analytics company Greater Data provides advertisers a one of a kind integration of a car buyer’s profile, their media consumption, demographic and detailed automotive sales transaction data.
Built from an aggregation of industry and market data, Green Light combines 26 separate data feeds with almost five million recent car purchases – both new and used – and with over 200 data points per transaction.
Greater Data CEO and founder Georgie Brooke said Green Light covered a significant proportion of real market activity at a level of granularity never seen before in Australia.
“It offers a solution by answering a pivotal question for car brands – who will you sell your next vehicle to? It does this through factual, behavioural and transactional data that looks at who your customers are, when they bought, why they bought and where they live,” he said.
At a time when the auto industry makes up 11 per cent of Australia’s $7bn advertising spend and marketers are being increasingly driven to demonstrate ROI, Mr Brooke said it was more important than ever that every dollar is maximised.
“Green Light’s accurate data and insight will ensure a brand’s advertising budget is always performing at its peak; and also provide marketers an opportunity for true ROI measurement and market comparisons,” he said.
“With brands traditionally relying on sample surveys and insights around geographical locations and distribution, Green Light will transform the automotive industry from being data poor to extremely data rich.
“This powerful new platform will provide up to the minute unique insights into purchasing behaviours and enable the industry to better identify and connect with their consumers.”
Green Light comes at a critical time for the Australian automotive industry, which over the last two years has experienced a sharp decline.