A unified approach through data and customer focus
Enhanced data and more precise audience targeting
Campaign Objective
Ford wanted to understand and better engage with customers through connecting relevant data across channels and tech.
With disparate data silos across the business including sales, credit and warranty, Ford wasn’t communicating in a consistent manner with clients and missing revenue opportunities.
Approach
Acxiom created a Unified Data Layer (UDL) across multiple territories to connect relevant data across channels and tech. To understand the customer better, Acxiom’s InfoBase was used to enhance existing datasets.
The UDL gave support to an analytics environment and made audience creation and digital onboarding possible.
Results
Ford’s marketing underpinned by Acxiom’s data and expertise has resulted in 79% increase in conversion rates and 16% reduction in average cost per lead.
in comparison to holdout group*
-
in conversions
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in average cost per lead
