Tracking and Monitoring the Success of Incentive Programs
Challenge
Help a leading new domestic automaker's marketing group track and monitor the success of its incentives, including lease and APR programs. Allow analysts to dynamically select a program and compare it to previous successes to allow them to make mid-course adjustments, where required. Previous efforts were based on data that was typically 45-60 days old.
Solution
Beginning on a project basis, Urban Science developed an Si2-based application from its MarketSmarts® system called Automotive Incentives System. The automaker's team in Long Beach created a database of the United States by DMA (Designated Market Area) maps that showed penetration rates from previous programs and allowed daily comparisons of active programs on an almost real-time basis. The automaker could dynamically select models, model years, time periods and programs for comparison purposes.
Results
The automaker's Marketing & Auto Incentives group loves the dynamic aspect and flexibility of the application, which gives them the ability to log on from home. The Automotive Incentives System allows incentive effectiveness to be compared to the automaker's registration penetration, competitor sales trends or various customer characteristics to better help the automaker target their incentives.
