Facing intensified competition, an automobile manufacturing company increased its sales by 42 million RMB by taking one action.
According to The Total Economic Impact Of DeepZero | iPinYou AlphaDtata report, which is commissioned by DeepZero | iPinYou and delivered by Forrester Consulting, the interviewed company saw a 50% increase in valid leads and a 20% decrease in customer acquisition cost after deploying digitalization efforts.
According to the report, in the first year, the interviewed company gain ¥12,571,500 from increased effective sales leads and ¥29,750,000 from lower acquisition costs. The total benefits (risk-adjusted) exceeded ¥42,321,500. Over three years, the interviewed organization expected risk-adjusted.
The question is why this single action can bring such a huge benefit and can this be duplicate in other industries?
Case Study:
01 Key challenges: lack of data integration and refined marketing
› First of all, the company’s current marketing model could not provide comprehensive customer understanding and support marketing and sales research. As a result, uncertainties and disability to effectively support market expansion in the digital age urged the company to upgrade its marketing model.
› Secondly, some of the scarce legacy data was scattered in different systems and could not be effectively used, leaving the company in the situation of lacking of data to support business operation and marketing decision making.
› Measurement of marketing effectiveness lacked feasible indicator system, and underutilized marketing and IT resources are other two challenges facing this automotive manufacturing organization.
02 Solution Requirements
To address the above challenges, the interviewed company searched for a solution that could:
› Integrate massive data to improve customer insights of marketers.
› Enhance marketing efficiency and effectiveness with marketing tools.
› Provide customized services for closed-loop marketing.
› Provide reporting and data analysis capabilities to optimize marketing decision making.
03 Key Results
The interviewed company revealed that key results from taking that action included:
› Systematic marketing mindset and measurement architecture.
› Close-looped marketing data and improved decision-making efficiency
and effectiveness.
› Increased lead acquisition rate of digital channels.
› Reduced lead acquisition cost.
› Lower media delivery cost.
› Higher quality contents.
› Improved system stability.
