Propensity modelling.
Helping automotive clients target the right fleet sales opportunity at the right time, with over 95% accuracy.
Leveraging data to predict sales opportunities.
A proven process that drives efficiency and increases sales.
Automotive manufacturers, finance companies and dealers tend to focus on volume when it comes to sales – how many opportunities they can progress through the funnel and how quickly. But this approach can result in over-subscribed sales teams delivering poor experiences, leading to disengaged prospects and customers.
With budgets being squeezed but the need to maintain and increase sales remaining, a shift in mindset is needed. Brands need to focus on the efficiency of the sales process. Businesses in the automotive space should set their sights on maximising the highest return – the most sales for the lowest possible costs.
We help you achieve this through Propensity Modelling. Using your existing customer data, we predict with over 95% accuracy the likelihood of a prospect or customer purchasing or repurchasing from you. This is a major competitive advantage. It offers the insight you need to confidently deploy your sales and marketing resources where the best possible return lies.
Our process.
Measuring CPA.
We start by measuring Cost Per Acquisition (CPA) by account, analysing the time, cost and resource invested in converting a prospect to a customer. A comprehensive CPA gives you the full picture, rather than measuring the number of sales alone – which doesn’t account for time, resources or discounts applied.
Analysing attributes.
CPA is used to identify trends in your data. We analyse key firmographic data, such as industry classification, location, company size, fleet profile data and more to understand the true cost of selling to companies with these attributes. This process pinpoints previous success and what your optimum sales opportunity looks like.
Tailoring attributes.
We work closely with clients, guided by their knowledge and strategy, to tailor the weighting of these attributes and alter the propensity score. For example, if a brand has a strong EV offering in the midsize SUV space, we can increase the importance of these attributes in the model.
Aligning to the customer journey.
With a propensity score per account in place, we align it to your customer journey, segmenting high, medium and low propensity accounts at each stage of the sales and marketing process.
This segmentation allows us to focus on the highest propensity accounts in even more detail, meaning we can identify prospects who have had an appointment or demo, along with those with lapsed agreements and more.
Utilising output.
We make this insight easy to access and understand, presenting the data on an interactive dashboard that sales and marketing teams can use to:
Cut through large volumes of data
Shape new business strategy
Assign next best action by account
Segmentation for sales/marketing campaigns
Identify growth potential by account, territory or country