As an ambitious automotive brand, Mazda needs to be smarter with their marketing across channels to continue growing in a market with many players. This means they need to do things differently by aiming for quality, connected experiences as their car sales grow by record double-digit percentages, and their digital footprint accelerates.
Here’s how Mazda realized soaring marketing successes with the Relay42 DMP in the Netherlands.
Mazda’s marketing team started small within just 3 months, with a simple marketing case to prove the value of their DMP project to the organization. By integrating paid and owned channels, Mazda could differentiate between those who already owned one of their cars, and those who were showing intent to purchase.
Using Relay42 intelligence across channels, they could remove existing customers from targeting on paid platforms in real-time – and automatically eliminate unnecessary budget spend. In Mazda’s case this resulted in an 8% reduction in media waste.
The Relay42 DMP offers us a two-way street for success with data - and a street where we can pave the way. Not only are we able to make all insights actionable across any customer context; but with this solution we’re able to choose our marketing tools without limitations.
Mazda knows that relevant, consistent messaging results in meaningful actions and interactions. By activating the right message in the right context with the DMP, their conversion ratio on Display doubled, growing up to three times as effective in each step of the orientation phase.
Mazda could then build on this basic framework, using the DMP to create smarter parameters for personalization. By scoring prospects based on their value, intent behavior and hence likelihood to convert into customers, Mazda could personalize elements of their website using cross-channel insights – which delivered an increase of 19% in Dealer leads, and Requests for Information by 90%.