To optimise response from Porsche’s existing contacts by developing a highly targeted acquisition strategy.
What We Did
Marketing Metrix combined a multitude of data sources to generate a viable marketing prospect pool. This included Porsche’s existing prospects, new and second hand Porsche buyers and demographic information. This data was scrutinised and a statistical model developed to rank the prospects based on their likelihood of purchasing a Porsche. Only the best prospects were selected for Porsche’s ongoing direct mail campaigns, a random control cell was used to monitor results.
By selecting the top scoring prospects Marketing Metrix were able to significantly increase response generating a 32% increase in test drives when compared to the control.