The Right Audience for the Job: Cadillac’s First Party Data Engine
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The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
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The Right Audience for the Job: Cadillac’s First Party Data Engine
- 1. THE RIGHT AUDIENCE FOR THE JOB 1
- 2. TRANSFORMATION THROUGH MEDIA INNOVATION PEOPLE-BASED MARKETING Leaning into true identity to know, understand and activate on consumer’s passions, interests and behaviors
- 3. OMNI MARKETING Put customer data in one place and make it available to all tiers and channels
- 4. the matched targeted audience had 2.1% more visitors to Cadillac.com. 7% Cadillac vehicle lift sales were generated at a cost of $XXX per lift sale DRIVING RESULTS
- 5. CADILLAC CONFIDENTIAL 5 Use owner Lifestyle Attributes to create lookalike model 1:1 match creates an M1 High Propensity Cadillac Audience (HPCA) Cadillac PROPENSITY MODELS LEVERAGE 1ST PARTY SALES DATA TO IDENTIFY HIGH PROPENSITY PROSPECTS TO AUGMENT BRAND ACTIVATION M1 pushes audiences to media partners for Addressable activation GM sends Cadillac owner data to M1
- 6. MORE LIKELY
- 7. CADILLAC CONFIDENTIAL 5.6X FREQUENCY LIFT All campaigns delivered an average 546% frequency lift against an in- market audience compared to an equivalent linear TV campaign 2X MORE LIKELY Target audience new vehicle buy rate compared to random sample of TV provider universe TARGET IN-MARKET CONSUMER FORTIFY REACH & FREQUENCY DRIVE INCREMENTAL SALES 29% LIFT Target exposed was 29% more likely to purchase a Cadillac resulting in approx. 9,400 brand sales to the exposed audience Incremental sales generated a 225% ROI 2020 ADDRESSABLE TV RESULTS
- 8. CADILLAC CONFIDENTIAL 8 ADDRESSABLE GROWTH Y0Y Addressable Growth 2019 -2021 We have reached max addressable growth in 2021
- 9. HOW SHOULD OUR AUDIENCES BE REACHED? 1 – ADDRESSABLE TV 3 – LINEAR / PROGRAMMATIC TELEVISION PROGRAMMING 2 – OTT + CONNECTED TV PLATFORMS 4 – HIGH PROFILE SPONSORSHIPS, SPORTS AND TENT POLE EVENTS LESS ADDRESSABILITY, HIGHEST SCALE Highest visibility propertiesfor brand building and engaging culture MEDIUM ADDRESSABILTY,HIGH SCALE Backbone of driving media scale in the video ecosystem HIGHER ADDRESSABILITY, MEDIUM SCALE Digital-liketargeting and capitalize on shifting viewing behaviors HIGHEST ADDRESSABILITY, LESS SCALE Maximize 1:1/Household in-market consumer engagement An Audience First approach to Audience Activation capitalizes on addressable TV / OTT spaces to liberate linear + sponsorships, sports and tent poles to focus on upper + mid funnel brand building battlefield Source: M1
- 10. XT6 AUDIENCES
- 11. AUDIENCE PERFORMANCE • Google expands reach • Google & 3rd Party High Propensity reach Pure Conquest Consumers with no prior GM relationship • 1st Party has high sales yields • 1st party audiences are more engaged with Cadillac.com
- 13. WHAT’S NEXT? • Real Time Data • Machine Learning • Dynamic Creative