This week’s guest blog post is contributed by Arianne Walker, Sr. Director, Automotive Industry Strategy, Oracle Data Cloud.
A widely known, auto-industry challenge is slowing demand for midsize sedans.
A shift in consumer behavior to roomier, more versatile models left manufacturers trying to figure out how to maintain and grow market share in a diminishing category segment.
Hyundai decided to tackle the problem head-on with data-driven marketing.
Leveraging an audience-first campaign strategy, the manufacturer and its partners focused success metrics on reach to buyers versus site actions.
Utilizing great data and automotive data experts to align audiences with desired outcomes was critical for success.
Hyundai, Canvas and Innocean partnered with Oracle Data Cloud to better understand their data and truly tap into relevant audiences through online campaigns.
The journey started with the brand delivering a personalized video-campaign through Eyeview running against custom conquest audiences created by Oracle, all in support of the Sonata, one of Hyundai’s flagship vehicles.
Given that the midsize sedan segment has been shrinking, getting the right creative to the right audience was important to growing market share.
By customizing messages to those audiences most likely to become Sonata owners, based on Oracle Data Cloud insights, Hyundai increased the odds its messaging would resonate with the target audience and achieve the intended effect: increased retail actions.
To validate this, Hyundai added a buy-through-rate (BTR) study as the measuring stick to confirm performance.
Mid-flight, Hyundai examined the campaign performance and saw the Cost Per Site Action was trending high.
To bring the CPA in line with budget expectations, they switched the campaign set up to optimize for maximizing CPA instead of maximizing reach. They inadvertently set up a test to optimize toward reach vs. site actions.
What came next was a similar response to Alexander Fleming’s discovery of penicillin: a chance discovery with far-reaching implications as to how they think about audience targeting going forward.
In evaluating the campaign, the audiences reached in the first half of the program were 2.6x as likely as the average to purchase a Sonata. However, when switching to a CPA program this dropped to under 2x as likely as the average to purchase a Sonata.
By driving more shopping actions online, they actually pushed fewer shoppers to the dealership.
After carefully reviewing the data both mid-flight and post-flight, Canvas brought Hyundai new recommendations for future campaigns.
“The accidental learnings of this campaign helped us shift the way we look at and measure success to get our KPIs aligned with our actual business goals,” said Brian Diamond, VP Group Director of Strategy at Canvas.
An accidental discovery with broad implications solidified the importance in leveraging data-driven insights to influence their media strategy going forward.
Contact The Data Hotline today to maximize results for your next automotive campaign. (What's The Data Hotline?)
About Arianne Walker
Arianne Walker leads automotive industry strategy at Oracle Data Cloud.
As a thought leader and market voice, she helps automotive marketers discover and implement the best possible audience strategies and delivers data, insights and perspective on broader auto industry initiatives that impact and influence the marketing and advertising strategies of automotive marketers.