Wednesday, November 12, 2014
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.
After more than a decade in the market, Kia has more than 200,000 cars on Australian roads. As the traditional path to purchasing cars has shifted toward digital, Kia needed a better way to understand its media mix and optimize its digital campaigns.
One of Kia’s main challenges was that its data was divided among multiple digital marketing platforms, each collecting different information about the same consumer. This made it difficult to understand the buyer’s behavior on the path to purchase. To tackle this problem, Kia and its media agency, Initiative, adopted DoubleClick Digital Marketing to manage all of Kia’s digital marketing efforts across search, display, video, and mobile.
Using one unified platform, the team was able to eliminate the multiple silos of data, remove reporting discrepancies, and develop a holistic view of the Kia customer. “The benefit of using DoubleClick is that we got a single reporting solution across all of our digital platforms,” says Simon Flaxman, Initiative commercial director.
With all data in one place, Kia and Initiative began taking advantage of the DoubleClick attribution tools to help them analyze every step of the customer journey, not just the last click. This allowed them to more accurately credit different publishers, channels, and screens. Using the Attribution Modeling Tool, they began testing various budget scenarios for individual publishers and channels, which was helpful for planning future sales cycles.
Since adopting the DoubleClick Digital Marketing platform, Kia has reduced its CPA by 30%. Today, Kia is focused on “winning in the middle” of the sales funnel, and doesn’t just look at the last click. It has the tools in place to accurately measure and gain insights into all of its digital activity, in real-time, on a single platform.
To learn more about Kia’s approach and results, watch the video below and check out the full case study here.