How Automotive Industry Marketers are Energizing Sales with Marketing Analytics

By Michael Bertie, Ipsos MMA SVP Analytic Consulting

Do you remember your first experience buying a car?  I certainly do.  Within 5 minutes of introducing himself, and as if reading from a script of a bad movie, the salesman hit me with: “What can I do to get YOU in THIS car?”, as he leaned against the side of the latest showroom offering.  Needless to say, he didn’t close the deal.

Rhetoric aside, interacting with a salesperson is just one facet of the complicated auto sales cycle.  All industries feature their own set of complexities, unique ecosystems and myriad drivers of consumer demand that require the attention of Marketers.  However, few, if any, are quite as distinct and multifaceted as the Automotive industry. (more…)

MMA’s Doug Brooks To Speak At North American Association of State & Provincial Lotteries

When Powerball hits a jackpot of 100’s of millions of dollars lines form, chatter about how you would spend your winnings begins and people buy tickets but what else drives sales for the Lottery?  What is the optimal media spend level and what is the most effective vehicle to advertise?  This week is the NASPL (North American Association of State and Provincial Lotteries) annual conference in Portland, OR.  MMA’s Doug Brooks, EVP Strategic Account Relationships, has been asked to speak about how state lotteries are taking advantage of predictive analytics to optimize their marketing spend, how this practice is evolving and what is on the horizon.

Laura Sofro, Research & Analytics Manager of the Oregon State Lottery knows first-hand the power and value this type of analysis can deliver.

“Marketing Mix Modeling has been very valuable in helping the Oregon Lottery to understand the relative impact of macro-economics versus our operational and marketing efforts on our sales.  We’ve effectively used the modeling results to help optimize the timing, tactics and budgets tied to each of our products.”

Click For The NASPL 2017 Conference Link