We were asked by a car dealer to improve sales efficiency and better target his marketing activities. Using internal company data, we started with a prediction of customer needs at every stage of the life cycle: marketing, purchase and aftersales. We also made use of a wide range of external geographical and demographic data sources that PwC collects, processes and analyses. We matched these data sources together to create an extensive database about customers and markets. As a result, we were able to advise our client, where their existing and potential clients are located, what is their driving pattern (how often, where and when they drive), where they shop, sizes and structure of company’s car fleets, etc.
After implementation of the program and management‘s refocused marketing strategy, the car dealer was able to increase the efficiency of its marketing campaigns by 20%, the frequency of client contact and visits by 15%, car sales by 5 – 10% and attraction of new clients by 5 – 10%.