Transforming marketing through in-housing and data science
How a major automaker used in-housing, data science, and audience-first marketing to improve performance with less spend.
A major automaker needed to combat declining market share. They were challenged to double down on product quality and design while the CMO faced the imperative to improve marketing performance despite a $1B budget reduction. Marketing had to become “makers of marketing” versus buyers.
the solve
How we helped
Acxiom helped the company in-house marketing operations as they invested heavily in data science with a focus on transparency and control leading to an audience-first approach. The company replaced a broad targeting strategy with one focused only on in-market buyers while increasing “glass box” transparency by replacing a “black box” acquisition provider. Tapping into customer insights allowed them to enter the electric vehicle market with greater understanding of a new type of customer. Data modernization efforts included by building on Databricks and Adobe to centralize and democratize data.
lift in premiumtruck consideration
single day share
price increase
reduction in
marketing spend
By modernizing its data foundation and bringing greater transparency and control into marketing operations, the company improved efficiency, sharpened audience strategy, and created a stronger foundation for future growth.
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