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Media Mix Optimization Critical To Drive Vehicle Sales
LITTLE ROCK, Ark., March 23, 2011— A new Consumer Dynamics study from Acxiom® Corporation (Nasdaq:
ACXM) provides valuable insights to help auto manufacturers manage risk
when introducing new products, despite economic and marketing
The study “Turbocharge Your Next Vehicle Launch: Optimizing Your Media Mix to Drive More Sales,”
demonstrates how deeper customer insight and more effective Media Mix
Optimization (MMO) can convert shoppers into buyers, and redirect 15 to
30 percent of underperforming media into high-value sales opportunities.
“With ad spend per vehicle on the rise – $1,073 today vs. $1,051 in
2007 – and increased buyer incentives, the effectiveness of traditional
media strategies is waning,” said John Hensler, Acxiom Vice President of
Automotive. “Acxiom’s analysis showed a 13-fold increase in complexity
within the marketing environment in the last decade, meaning
advertisers need to work much harder to reach their intended targets.”
to implement, MMO gives marketers the ability to pinpoint media in a
way that stimulates an optimal market response. Informed by existing
data, MMO concentrates investment on the most desirable prospect
audience, allowing for regular calibration based on real-time data
In the wake of the successful U.S. restructuring of the domestic
automotive industry, increased competition and market complexity, MMO
practices can help cut through media noise, providing a precision
opportunity to maximize ROI in a new vehicle launch.
For a copy of Acxiom’s latest study, please click here or call 1-888-3ACXIOM.
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that enable marketers to successfully manage audiences, personalize
consumer experiences and create profitable customer relationships. Our
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and analytics, databases, data integration and consulting solutions for
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