How the merging of offline and online data, and an omni-channel, data-driven approach substantially increased Ford Denmark’s marketing performance

Mikkel Christian Larsen

Journal of Brand Strategy, 2016, vol. 5, issue 3, 289-293

Abstract: How does Ford get a digital ‘hook’ in visitors to their dealerships, and how do they secure relevant targeted messages across all the touchpoints in the consumer journey? Mindshare set out to solve this challenge and deliver an immersive and relevant marketing effort, by constantly making smarter decisions based on qualifying data. By designing real-time decision rules for all their connected touchpoints, mindshare made it possible for Ford to deliver highly relevant and tailored messaging across multiple channels based on both offline and online data sources. Using proprietary ID matching technology, mindshare were able to translate car model audiences into tailored segments for banner, search and Facebook targeting. Here their delivered low-frequency targeting strategies to gently remind the audience to keep Ford in mind when deciding on a new car. They did not aggressively retarget with high frequency, as the consumer journey for a car does not call for aggressive low-funnel retargeting. The results were amazing, delivering significantly higher engagement with the Ford brand across all channels, at 10 per cent normal cost compared to benchmark, proving that a single-minded, relevant and welltimed message delivers high engagement with the audience, and thereby sales.

Keywords: omni-channel implementation; offline and online data merging; live audience; real-time decisioning; consumer journey (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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