CASE STUDY: MAZDA
How Mazda doubled their effectiveness
REDUCING WASTE AND INCREASING RELEVANCE
Mazda’s marketing team rolled out their first Relay42 use case in just 3 months, with a simple marketing case to prove the value of their project to the organization. By integrating paid and owned channels, Mazda could differentiate between individuals who already owned one of their cars and those who were showing intent to purchase.
Using Relay42 intelligence across channels, they were able to 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.
Relevant display ads and scaling 1:1 personalization
Mazda understands that relevant, consistent messaging results in meaningful actions and interactions. By using the Relay42 platform to activate the right message in the right context, Mazda's conversion ratio on display doubled and became three times more effective in each step of the orientation phase.
Mazda then continued to build on this basic framework using the Relay42 Platform to create smarter parameters for personalization. By scoring prospects based on their value and intent behavior (and thus their likelihood to convert), Mazda was able to personalize elements of their website using cross-channel insights. This resulted in an increase of 19% in dealer leads and a 90% increase in requests for information.
Robert VonkManager Online Marketing & Data
