Using Analytics to Turbocharge Performance in Automotive Marketing and Incentive Design

Accenture’s analytical capabilities help automotive clients raise their performance in marketing along several dimensions:

• Segmentation: Group customers into a manageable number of useful clusters based on similar values, needs, or behaviors. Define actionable treatment strategies for each segment.
  
  
• Prospecting: Identify the attributes that distinguish customers from non-customers, and apply those attributes to a prospect database, selecting prospects with a higher likelihood of acquisition.
  
  
• Product bundling: Define the product and service attributes most valued by customer segments, and match this with the product bundle that best delivers those attributes.
  
  
• Propensity to buy or respond: Identify the attributes associated with a higher-than-average likelihood of buying a particular vehicle or responding to an offer or campaign.
  
  

Through sophisticated analytics, customer behavior can be measured and even anticipated. This can help automotive executives design the right combinations of incentives and marketing tactics for a specific regional market. By developing an insight-driven approach, we make marketing and incentives more efficient and effective in increasing sales.