While creating Mitsubishi campaign we relied on customer journey modeling to better understand and respond to customers‘ decision-making path. At various stages of customer journey, each user was directed towards next step with a dynamic ad matched to his stage of the decision-making path and the choices made.

Communication was matched to the user in two dimensions.

First one was his stage in decision-making path. At the beginning we directed users to registration for a test drive. When they were waiting for a test drive we delivered them video content which showed them strength points of their preferred model. After test drive, we wanted to help our customers to make a decision, so they were directed to articles and materials about their car on independent and reliable online sources (for ex. TOP GEAR’s model review). Once the car was bought - we immediately turned off campaign for the user.

Second one was his car preferences. Having combined information from the web with CRM data we were able to automatically display the ad to a given user including configured car model (with the preferred color, engine type, and extra equipment) and direct him to the chosen showroom.

To set-up our campaign we have used wide range of tools:

The heart of the system is our custom made Data Management Platform. This database is responsible for aggregating single ID level data from following tools:

Google Analytics We used this tool for measuring user interactions, preferences and purchasing intentions. For example if customer registred for a test drive we moved him to next level of buying-path

Doubleclick platform. Through this channel we receive important data about customers touchpoints with our ads served and costs report behind reaching every particular user.

CRM – this data source lets us cover all off-line touchpoints inc. showroom visits, off-line test-drive appointments, test-drive visits, orders, final sales

In our DMP we calculate all this data and assign IDs (customers) to their purchasing path stage and fill it with their preferred car, customization and preferred showroom dynamically.

We target our Customers with programmatic advertising using Doubleclick and Doubleclick Studio which allows us to use dynamic creations filled with personalized message. Car color, engine version, preferred showroom, even call to action button and content that it directed to were tailored to customer needs.

Then we could air right product and message for each customer.

There is no other 1:1 personalization campaigns which could be used as a benchmark for us. But we settled our KPI on basis of the other marketing channels results.

31.05.2016-31.12.2016:

Key KPI:

Number of users moved to next stage of sales funnel in comparison with other channels (including organic traffic) was 862% higher.

Supporting KPIs (Google Analytics traffic quality):

The average time spent by user on-site visiting from personalization campaign in comparison with other marketing channels was 150% longer.

The bounce rate of personalization campaign in comparison with other marketing channels was 40% lower.

Number of pages per visit of personalization campaign visits in comparison with other marketing channels was 90% higher.