如何更好地優(yōu)化您的 CRM 并發(fā)現(xiàn)高潛力

BestPractice

HowtobetteroptimizeyourCRMandfind

highpotentialautoshoppers

Bestpracticeforautomotivemarketers

Automotive

CHALLENGE

AutoCRMsystemsmayincludevaluablecustomerinsightsbutareoftenunabletouncoverthesubsetofshoppersthatarelikelytohavethefinancialcapacitytopurchaseorleaseavehicle,resultingininefficientmarketingefforts.

SOLUTION

BetteridentifyandtargethighpotentialautoshoppersbyprofilingbestcustomerswithestimatedconsumerfinancialmeasuresandothercharacteristicstodevelopoptimalshopperprofilesthatcanbeappliedtoCRMdatabasesandpredictivemodels.

OUTCOME

Automanufacturerscanimprovetheefficiencyofmarketingcampaignsbyseparating“l(fā)ookers”frompotentialbuyerswithintheirCRMdatabasesbasedonautoshoppers’likelyfinancialabilitytopurchase.

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Challenge:IdentifyhighpotentialconsumerswithinCRMdatabase

Automanufacturers,serviceproviders,anddealershavereamsofdemographic/life-stagedatawithintheirCRMsystemsabouttheirexistingandprospectivecustomers.Whilethisdatacanhelpindicatewhichconsumersmightbeinterested

inbuyingavehicle,itdoesnotoftenuncoverthesubsetofshoppersthatarelikelytohavethefinancialcapacitytopurchase.Thus,automanufacturersanddealersmaybespendingsomeoftheirlimitedmarketingbudgetsonconsumersthatmightnotbeagoodfinancialfitfortheirbrandandmodels.

Automarketersneednewmeasurestohelpthemidentifyhidden,highpotentialconsumerswithintheirCRMdatabases.Thegoalistobeabletoefficientlyidentifyandmarkettoconsumersthatarelikelytohavethefinancialresourcestobeabletopurchasethebrandandmodelsthatareininventoryorontheshowroomfloor.Bybetterunderstandingshoppers’buyingpotentialbasedonestimatedfinancialabilitytopurchase,automarketerscanmakethemostoftheirCRMsystems,enhancetheirmarketingmodels,andidentifywhichconsumersareoptimaltargetsformarketingandsalesefforts.

Solution:ProfilebestcustomersandapplytoCRMdatabase

InordertobestcapitalizeontheirCRMsystems,automarketerscanenhancetheircustomerandleadrecordswithhouseholdfinancial,economic,andbuyingpropensitymeasurestobetteridentifythoseconsumersthatofferthemostpromisingsalesopportunities.

Thesemeasureshelpautomarketersidentifyshoppersthatarelikelytohavethefinancialabilitytopurchaseaspecificvehicle,aswellashavedesiredautobuyingattitudes,preferences,andbehaviors.BylinkingCRMsystemswiththesemeasures,marketersandsalespeoplecanbetterprioritizetheleadfunnel,enhancepredictivemodels,andfocusmarketingandsaleseffortsonoptimalconsumers.

Ourmarketingsolutionsofferinsightintohouseholds’likelyautobuyingprofiles,including:

Automarketerscanenhancetheircustomerandleadrecordswithhouseholdfinancial,economic,andbuyingpropensitymeasures

tobetteridentifythoseconsumersthatofferthemostpromisingsalesopportunities.

AutomarketerscanbetteridentifybestcustomershiddenwithintheirCustomerRelationshipManagement(CRM)databaseandimprovemarketingefficiencybyworkingwithEquifaxtoaugmenttheirexistingshopperrecordswithconsumerfinancialcapacityandautobuyingpropensitymeasures.

Optimalshopperprofilescanbeusedtoenhancemarketingmodelsandcanbeappliedtomultiplechannelsincludingdirectmail,online,mobile,TV,andemail,aswellasviatheshowroomfloorandleadprioritizationsystems.

Financialcapacityandbuyingpower

Estimatedincome,discretionaryspending

Buyingpropensities

Likelytobeinterestedinvariousvehicletypes

(e.g.,functionalvs.greenvs.importluxury)

Attitudesandbehaviors

Likelytoprefercertainvehiclecharacteristics(e.g.,havingavehiclethatisfuntodriveisatopconsiderationinpurchasingdecision)

Financingneeds

Likelytorespondtoanautofinanceoffer

Ourfinancialinsightsarebasedonafoundationofanonymous,direct-measuredTMconsumerinvestableassets,aswellasadditionalmeasuresofincome,spending,andaggregatedcredit.

Withthesemeasures,automarketerscangainvaluableinformationaboutthelikelyfinancialcapacityandbuyingcharacteristicsofleadsandautoshopperswithintheirCRMsystems.Forexample,byidentifyingcustomersandleadsthatarelikelytohaveveryhightotalincome(e.g.,over$200,000),automarketerscanbettertargetthisgroupformarketingthereleaseofanewluxuryvehicle,whileatthesametimedeprioritizingorscalingbackmarketingtothosethatmightbeinterestedintheluxuryvehicleyetareunlikelytohavethefinancialresourcestoaffordit.

Alogicalthree-stepmethodcanbeappliedtoenableautomarketerstomaximizetheirowndataand

betterfindshopperswhoarelikelytobehighvaluetargetsformarketingandsalesefforts.

IMPLEMENTATION

STEP

STEP

STEP

1 2 3

Analyzetheprofileofexistingbestcustomers

ActivateCRMdatawithhighestvaluecustomerprofile

Executemarketingandsalesefforts

1

STEP

Analyzetheprofileofexistingbestcustomersusingactionablemeasures(financialbuyingpowerandothercharacteristics)

Automarketerscanbeginbygainingabetterunderstandingoftheprofileoftheirhighestvalue,bestexistingcustomersintermsoftheirlikelyfinancialsituation,car-buyingattitudes,andpurchasepreferences.Thismightbedoneforspecificbrands,models,orvehicletypes.

AutomarketerscaneffectivelyaccomplishthisbyprofilingtheirbestcustomerswithEquifaxfinancialandautobuyingpropensitymeasures.BelowshowsapossibleprofileforasamplevehicleasdefinedbyEquifaxmeasures:

MEASURE

DESCRIPTION

SAMPLETHRESHOLD

Income360?

Estimatedtotalincomefromwagesplusincome

fromassets,upto$2Mperhousehold

>$150,000

DiscretionarySpendingDollarsTM(DS$TM)

Estimateofdiscretionaryspendingcapacityupto$1.2Mperhousehold(disposableincomeminusnon-discretionaryexpenses)

>$40,000

Economic

Cohorts?Cluster

Household-levelsegmentationproductthatclustersconsumergroupsbasedonestimatedincome,spending,andaggregatedcredit,aswellasdemographics,lifestyles,attitudes,andbehaviors

35%ofcurrentownersareinclusterK59CountryClubclimbers:SuburbanemptynestersIncometier:High($100k–$200k)

“Buyersofthebest”

Skewshighfor:

Havingavehiclethatisfuntodriveismytoppriority

Driveaconvertible/coupe/sportscar

Note:DS$hasbeenrenamedtoSpendingPowerTM.

Inthecaseofanewmodelintroduction,automarketersmaywanttodeterminethecustomerprofileforasimilarexistingmodelandthenadjusttheparametersofthetargetprofileaccordinglyin

ordertobestidentifyshopperslikelytobeagoodmatchforthenewmodel.Forinstance,perhapstheincomethresholdwouldneedto

beadjustedupwardforasuper-premiummodel.

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2

STEP

ActivateCRMdatawithhighestvaluecustomerprofiletonarrowandprioritizemarketingtothetargetaudience

Oncetheprofileoftheidealcustomerhasbeendetermined,thesameattributescanbeappliedtotheCRMsystemtoidentifyconsumersthathavesimilarfinancial,attitudinal,andothercharacteristicsasthebestcustomers.Now,automarketerscanbetteridentifythoseshoppershiddenintheCRMsystemthatarelikelytobeagoodfinancialmatchforthemodelbeingpromoted.

Forexample,automarketersoftenfindthatthemajorityoftheirhighvaluecustomersarepartofjusttwoorthree“clusters”whichcanbeappendedtotheirCRMsystemstofindshopperswhoareinthesameclusters.Marketerscanthenfocusonthosegroups.Marketerscanalsonarrowthetargetaudiencebyapplyingaminimumthresholdfortotalincome,discretionaryspending,andothermeasures,basedonthedesiredbuyerprofileofthevehiclesbeingpromoted.Additional

filterssuchasgeographyofresidenceanddatafromotherthirdpartiescanalsobeincorporatedtooptimizethetargetaudienceevenmore.

TheoptimalshopperprofileappliedtoCRMrecordscanfurthernarrowthetargetaudienceformarketingefforts.

Inordertofurtherdifferentiatethelikelybuyersfromthebrowsers,marketingfinance

groupsmayalsobeinterestedinincorporatingmeasuresthatindicateshoppers’likelyfinancingneeds,suchas“l(fā)ikelytorespondtoanautomobilefinanceoffer”;“l(fā)ikelytoinquireaboutautoloans”;or“autoleaseislikelytoexpireinsixmonths”.ThesemeasurescanbecombinedwiththeoptimalshopperprofileandappliedtoCRMrecordstofurthernarrowthetargetaudienceformarketingefforts.Financingindicatorscanalsobehelpfulwhencombinedwithservicingdatatogaindeeperinsightsonwhencustomersmightbereadyforanewvehicleorlease.

So,whileautomarketersmayhave500,000shoppersintheCRMdatabase,thenumberofshoppersthatmatchthebuyingprofileofthevehiclebeingpromotedintermsoftheirfinancial,attitudinal,andothercharacteristicsmightonlybe50,000,oreven5,000or500.

AutomarketersarethusenabledtoenhancetheirmodelsandmarkettothosehighvaluecustomersthatwerepreviouslyhiddenintheirCRMsystems,whiledeprioritizingmarketingeffortsfortheremaining.

3

STEP

Executemarketingandsaleseffortsleveragingbestcustomerprofiles

Marketerscannowdirectcommunicationstowardthosehigh-potentialconsumersthataremostlikelytobeafinancialmatchforthepromotedvehicleaswellashavesimilarbuyingattitudesandbehaviorsastheirbestcustomers.Buyingprofiles

canbeincorporatedintopredictivemodelsandcanbeexecutedviaavarietyof

Directmail

Senddirectmailcampaignsonlytoshoppersthatarelikelytobeinthesameclusterorhavethesamefinancialcharacteristicsascurrentbestcustomers.Thisislikelyto

beamuchsmallerquantitythanoriginallyplanned,perhaps

freeingupdollarstoimprovethequalityofmailers.

DigitaladvertisingandaddressableTV

ThesameprofileusedtofindoptimalshopperswithintheCRMsystemcanalsobeappliedonlinetobettertargetdigitaladsviadesktop,tablet,mobile,andaddressableTV.

Directto

showroomfloor

Dealerscanintegrateidealbuyerprofilesintotheirdealersystemstoenablesalespeopletomorequicklydetermineifshowroomvisitorsarelikelytobeagoodmatchforvariousvehicles.

Lead

prioritization

Whetherleadsarecominginthroughcallcenters,emails,texts,onlineformsorothersources,automarketerscanleverageoptimalbuyingprofilestomorequicklyspothighpotentialshoppers,immenselyimprovingleadprioritization.

marketingandsalestactics:

Betterdirectcommunicationstowardhigh-potentialconsumerslikelytohavethedesiredfinancialcapacityandcarbuyingattitudes.

Thebottomlineisthatthesestepscanimprovethecostefficiencyofmarketingefforts.Salesandmarketingteamscanfeelconfidentthattheireffortsarebeingdirectedatshoppersthataremorelikelytohavethedesiredfinancialcharacteristicstorespondtoeachmarketingpromotion.

Outcome:Improvemarketingefficiencyandbettertargethighpotentialautoshoppers

AutomarketersthatapplyEquifaxfinancialmeasuresandsegmentationclusterstotheirCRMsystemscanhelpachievethefollowing:

Separate“l(fā)ookers”frompotentialbuyersbasedonlikelyfinancialpurchaseability

Findconsumersthatarelikelytohaveasimilar