The Problem:

The marketing team at a national dealer group was challenged to quantify the incremental value of email marketing in driving dealer sales. The inability to accurately connect the data between marketing systems, vehicle purchase data, and service orders had historically led to mistrust of any attribution data.

As a solution, we normalized email, phone, and address data across customers and integrated the data with a third-party enrichment provider to create unique customer profiles across systems used by sales, finance, service, and marketing.

What We Did:

We designed a custom attribution algorithm based on historical purchase behavior to compute the monthly incremental impact of email opens and clicks on likelihood to purchase a vehicle.