DMP for Automotive Brand Connect the dots of customer journey to give unique approach for each segments
Background Automotive is all about nurturing leads. The brand has several touch points to collect leads, from online to offline like events and showrooms. We were facing a challenge of qualify leads as well as identify a person – information are duplicated.
Task Merge online and offline leads data and assign unique ID for each prospects. Classify leads by merging the online data with brand website behaviour and 3rd party data (DMP). In doing so, the data scientist could identify hot leads based on online behaviour.
Discovery The Hot, Warm, Cold leads could help us portray prospects’ persona. However, the segment is too large which makes it too generic, specific recommendation cannot be given.
Idea To trace down the channel and steps of registration and cross with Hot Warm Cold leads to give recommendation of each segment.
Result Classified 3 priorities for 12 segments with 17 different approaches.