Industries
Automotive
Importers, dealer groups and premium marques connecting media spend to test drives and units moved.
The problem
Automotive marketing produces enormous top-of-funnel numbers and very little the commercial meeting believes. Impressions and configurator visits are counted, the dealership counts test drives, and nobody can connect the two. The result is a monthly dashboard nobody trusts and a budget defended by tradition.
Precision
How the work actually runs.
Make the test drive the conversion
Booked appointments as the optimisation target, fed back to the platforms.
Connect dealer outcomes
Where the dealer network reports back, the campaigns learn which enquiries become units.
Separate model campaigns
Different models attract different buyers at different margins; a single campaign averages them into mediocrity.
Track the phone
A large share of automotive enquiries never touch a form.
Evidence
Measured in the client’s own systems.
Questions
Answered before you ask.
We are the importer, not the dealer. Does that change things?
Yes, considerably. The measurement has to bridge two organisations, and getting the dealer network to report outcomes back is the hard part and the valuable one.
Can you attribute a showroom visit to a campaign?
To a good approximation, through booked appointments and matched enquiries. Perfect attribution is not available in this category, and anyone claiming it is overstating.
Innovation
Related thinking.
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Growth
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