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.
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%.