V12 Group Blog
Using Auto Data in a Post-Recession Environment
Narrowing your targeting focus to improve results
The automotive market has always been highly competitive and extremely complex. It’s made up of numerous manufacturers with multiple models; consumer age demographics the range from 16 to 60 and beyond; and buying behaviors that change with the season and the economy.
Prior to this latest recession, many of the major auto manufacturers focused an entire brand on a demographic segment. But, during the recession, the auto industry underwent some significant changes in which some of the major manufacturers had to trim the number of their brands in order to survive. This resulted in an auto marketplace where there are less brands chasing less demand which has increased both the level of complexity and the competitive pressure.
If you pay attention to automotive advertising, you may have noticed that since the recession, there is a much greater focus on tailoring specific models within a brand to much narrower audience segments than in the past. For example, take the Fiat Abarth and their racy TV commercial that premiered on the Super Bowl – clearly targeted at single males in their 20’s. Also, advertising for the new Buick Verano – targeted at young upwardly-mobile females in their late 20’s and 30’s. If you look at the current auto brands and their advertising campaigns, like Buick for example, you’ll see that each of their models is designed and advertised for specific audience segments.
In this highly competitive environment, how do you implement a cross-channel marketing strategy that will give you the results you need to stay ahead of the competition and be profitable?
The answer: personalization, cross-channel integration and stickiness. The keys to personalization and stickiness are segmentation, consumer profiling and creativity. The foundation of a successful multi-channel automotive marketing strategy is a huge auto database with a mountain of high quality, granular consumer auto data.
At V12 Group our Auto Database is a hybrid-file compiled from both on-line and offline resources including auto service and repair records, auto parts and after-market accessory purchase transaction data, warranty firms and many other after-market sources.
Our auto database is also fully integrated with our consumer database of over 200 million consumers and 110 million households and has more than 140 million vehicles including passenger cars, vans, SUVs, light tricks and motorcycles. We also offer a complete suite of analytics and digital marketing services to provide an end-to-end solution.
Click here to download a white paper on auto databases and learn more about how V12 Group can help you reach the right audience, at the right time with the right message.
Or click here to contact us about using our robust automotive database.
When is a Data Vendor More Than Just a Data Vendor?
When They Offer a Full Suite of Digital Marketing Services and End-to-end Solutions
In this age of the next gen consumer you need a marketing strategy that engages consumers, through their channels of choice, on an ongoing basis and keeps you top-of-mind throughout the sales cycle. The keys to success here are: personalization, cross-channel integration and stickiness, and the keys to personalization and stickiness are segmentation, consumer profiling and creativity.
In order to do all that you need a database that enables you to develop a 360-degree profile of your audience, and you need to be able to test, measure and adjust your cross-channel communications and media mix based on test and campaign results. It’s a complex set of tasks, and even if you’re a large, well-funded marketing organization, you’re probably going to need some help. The best place to get that help is a data vendor with a full suite of services that cross the entire marketing value chain.
The foundation of a successful multi-channel marketing campaign is a robust database with enough granular data to build a comprehensive 360-degree view of your target audience. Once you’ve selected a good marketing data vendor, the first thing you want to do is map your house list against the data vendor’s consumer database and append the necessary data fields to create your 360-degree customer profiles.
Then work with the data vendor to use e-mail marketing to test your consumer database segments and affinities to tweak the model, and then roll out your campaign through the multiple on-line and offline channels that you have selected. Next use your own analytics and/or analytics provided by the data vendor to monitor the performance through each of the channels, and continue to test, measure and tweak in order to optimize the return from each channel.
At V12 Group we are focused on helping clients deliver relevant multi-channel marketing communications that improve campaign performance and return on marketing investment. Based on research and experience we have developed marketing data services solutions for the following industries:
- Automotive
- Credit Card
- Insurance
- Retail
- Ad Agency
- Call Center
- Printer
- Travel/Hospitality Marketer
- Ad Server
We also offer a complete range of marketing database services that spans your entire direct marketing supply chain from strategic planning to post campaign analysis including data acquisition and analysis, data appending and customer profiling and analytics, as well as creative, design and execution.
Contact the V12 Group to learn more about how our suite of database, direct and digital marketing services can help you increase the relevance and effectiveness of your marketing programs and improve your return on marketing investment (ROMI)
Audience Targeting for the Rights of Spring
Take Me Out to the Ball Park – Online That Is
Today, more people than ever before are following sport online as they simultaneously surf the net via their smartphones, tablets laptops and desktops. It’s an audience made in digital marketing heaven.
Cash in on the rights of spring with high-powered data
V12 Group has 260 selects to help you achieve razor sharp audience targeting, including:
- Demographic data like age, gender, education, occupation, number of children, home value
- Lifestyle data including readers of sports books and magazines
- Geographic: City, State, Zip code
- Behavioral data like PYCO Personality Profile data and purchasing channel preferences
Our offline data segments will boost the power of your online audience targeting with laser-like focus
At V12 Group, our consumer data file is one of the largest in the direct
marketing industry. It’s a hybrid file, built from both compiled and
proprietary data sources. You’ll have postal, email, phone and mobile
data.
And, by the way, our consumer list is triple verified. We use National Change of Address Data (NCOA) to keep the postal address accurate by scrubbing, deleting and updating household addresses on a monthly basis. We also use Directory Assistance and White pages compilations to verify the household addresses and phone numbers, and we use credit issued data compilations to identify the type of credit card (Amex, Visa, MC) a person has and whether it is a pure credit card or a debit/check card.
But that’s not all, we also corroborate the demographic data points using transactional data from a variety of off-line sources several feeds of off-line and online self-reported data. The bulk of the self-reported data comes from national survey/questionnaires on things like products, opinions and consumption. This data is very accurate because it is self-reported.
So you’ll know you’re reaching baseball fans with the precise demographic, geographic and lifestyle parameters that you select. For example, you can target fans of a specific team, with incomes in a specific range, who have children in a specific range who also made a purchase at a sports retailer within the last year.
This high-powered data from V12 Group will give you the kind of targeting power you need to meet and exceed your digital marketing KPIs and give ROI that will put a smile on your CFO’s face.
Map that data to IP addresses and you’ve got a grand slam home run
Thanks to the explosion in the number of multimedia edge devices out there – powered by the advent of the Kindle Fire and the cost down of smartphones -online sports viewership is at an all-time high. Combine that with Major League baseball’s 8 month, 162 games per team season and you have one gi-normous, extremely fertile marketplace where you can reach fans at the height of their positive emotions with laser focused targeting.
Get out of the bullpen and onto the field
There’s no better time to get in front of baseball fans than right now! Our high-powered offline data will put you right in your target’s strike zone.
Click here to contact us and learn how V12 Group’s high-powered offline data
and how it can help make IP addresses more targeted.
Powerful Direct Mail Lists Differentiate Ad Agencies
In the ad agency business, standing out has never been more difficult. The metrics with online and digital marketing have made tracking and accountability the number 1 priority of most clients. They want to know they’re getting ROI from every marketing dollar spent. Ad agencies have had to scramble to keep up. At V12 Group, we’re proud to offer you a powerful way to stand out from your competitors – high-powered data.
Customer profiles, not packages
At V12 Group, we’re able to tailor our offerings so ad agencies can bring their clients unique targeting abilities, while simplifying revenue streams and vendor management.
We don’t package our data into pre-conceived groups like “Soccer Moms.” We know that segmentation of audiences is best left to the experts in your media department. We know you understand your clients’ target markets much better than we ever could, so we let you do the grouping using over 260 selects.
This kind of control over your direct mail lists means your creative department can create campaigns which are relevant to each of your client’s segments with creative imagery, messaging and the right call to action.
High-powered data for better direct mail lists
Sophisticated clients typically want to see the results of your campaigns. If they see too many incomplete deliveries, you’ll have an unhappy client. At V12 Group, our average CASS mail ready score is 99.2%. But deliverability is just one of many ways direct mail lists with V12 Group data help ad agencies.
1-to-1 marketing is the most effective form of outreach. Our data composition and sources give ad agencies ways to accurately target sub-sets and zero in on the right target with the right message.
Freshness of data is another critical consideration. Because our data is proprietary, you’re getting the freshest information possible. Most other data vendors actually get their data from other companies, so there’s no way they can keep it up to date. In these changing economic times, people are moving more often. Their economic situation is changing. That’s why we refresh our data every 30 days.
Size of the list is critical for testing and to give you wider sub-sets. V12 Group’s list has:
- 208 million individuals
- 110 million U.S. households
- 81 million opt in email records
- 68 million records with email address and matching postal address
- 112 million records with residential phone numbers (pre Do Not Call Scrubbing)
Contact V12 Group about your direct mail lists
Stand out from your competitors by using high-powered data from V12 Group. Contact us today to see how flexible we are in working with your data needs.