At Objective Platform, we understand the complexities of automotive marketing. Establishing and maintaining a strong brand is more demanding than ever, with new (EV) competitors entering the market and frequent model launches creating constant noise. Brand campaigns are critical to a long-term strategy, yet the automotive industry faces unique hurdles: only 8 to 12% of sales are typically driven by media, with the majority coming from baseline demand. Understanding the interplay between new and existing models, seasonality, and external factors is essential for success.
Our expertise lies in helping automotive brands unlock the full potential of their marketing efforts. Objective Platform measures both the short-term (direct) and long-term (indirect) effects of campaigns. We also understand the intricacies of the car buyer’s journey. With touchpoints ranging from online research and comparison sites to test drives and dealership visits, identifying what drives conversions is no simple task. Our platform analyses data across all channels, providing actionable insights into how each interaction contributes to sales.
Through our Hierarchical Marketing Mix Model, we integrate data from digital platforms, CRM systems, and dealerships to deliver a comprehensive view of the customer journey. This precise measurement empowers automotive brands to optimise budgets, enhance performance, and adapt to evolving customer needs. Whether you're navigating lengthy purchase cycles, balancing model cannibalisation, or addressing complex attribution, Objective Platform is the partner you can rely on to deliver clarity and results in a highly competitive industry.
