Explore how a leading Canadian automobile dealership transformed its marketing strategy to overcome declining visits and revenue. Despite significant investments in offline and digital advertising, the dealership struggled to identify high-performing channels.
The Challenge
A popular Canadian automobile dealership with a network of showrooms across multiple states aimed to increase revenue, dealership visits and improve overall marketing effectiveness. Despite investing heavily in both offline (TV, radio, billboards and print) and digital channels (Google Ads, Facebook, YouTube, DV360), they faced challenges in understanding which channels and campaigns truly influenced dealership visits and drove sales. With significant budget allocated across both local and national campaigns, the dealership sought Lifesight’s expertise to identify high-impact channels, optimize budget allocation, and adapt strategies based on regional differences in consumer behavior.
The Objectives
- To measure the true incremental revenue driven by their media mix.
- Understand seasonality, lag effect and interaction effect between digital and offline media.
- Forecast key metrics like Dealership visits and iRevenue for the upcoming quarter.
- Optimize media spends across digital and offline channels.
Unified Measurement Implementation
Lifesight implemented a robust a unified measurement framework consisting of Marketing Mix Modeling (MMM), Causal Attribution and Geo experiments to measure and optimize marketing.
The Solution
Lifesight integrated 3 years of the dealership’s marketing spend data across both offline and online channels, alongside external factors (such as consumer confidence score and interest rates) that could influence car purchases. By layering in these external factors, Lifesight’s models accounted for external factors like seasonality and economic variables that could affect dealership revenue.
