Using a large amount of its own data, called data silos, and data analysis, Nissan was able to help Nissan discover new patterns based on its previous data. To provide more relevant offers to potential car buyers and to be informed of the tastes and options requested by the company’s fans.
Last year (2020), with the rapidly increasing importance of cars, the automotive industry suffered a sudden and unexpected breakdown. Although the economic impact of the Covid-19 caused all major car markets to record double-digit declines, city dwellers who had long relied on bicycles and public transportation to travel were drawn to new cars. Which can provide safe travel to other places as well.
We are now at the beginning of a new year (2021) and the release of the Covid-19 vaccine gives hope for economic recovery and a way out of the home. Experts predict that global car market sales will increase by 9% in 2021, so brands are preparing for a more productive year with some of the lessons learned below, and the need for better digital strategies is essential to their success.
Data analysis result: High-speed customer behavior change!
Just like other industries, consumer behavior in the automotive industry is changing rapidly. Previously, car sales were primarily offline. Now, carmakers need to shift gears to follow digital habits and combine online and offline experiences. But to do so, especially in diverse regions such as Asia and the Pacific, car brands need to better manage their data, to better understand the tastes of their audiences at a deeper level, and to meet their needs more quickly.
Break data silos to deliver value in real-time! As the customer decision path (CDJ) evolves in complexity, so does the data and the number of tools needed to reach consumers across it. Despite a large number of digital touchpoints, having a full view of the car from within the customer becomes more challenging for brands.
Let’s imagine for a moment the traditional experience of buying a car. New car owners lose a lot of options before and after their purchase: Today there are online and offline options for research and shopping, such as visiting a car dealership, as well as a test drive, and finally, A digital platform where they make their monthly payments.
Nowadays, with the digitalization of the car’s system, data can often be sent to the manufacturer from any part of the car, so you can imagine more complexity when inserting digital channels into the mix. This is a recurring experience for most companies.
Manage your data!
In fact, a Google study found that 57% of decision-makers said their number one challenge was managing data stored by different teams across the organization. When different parts of the company do not share what they have learned in the organization and work hard together, integration of tools to overcome the data challenge can never be achieved.
Nissan Motor Asia-Pacific, in partnership with MightyHive, has created a complete overview of its marketing using Analytics 360 analytics and the Google Marketing Platform to collect data for the Asia-Pacific region, allowing Nissan To study the level of customer interaction on their websites.
Then, bypassing this data through Campaign Manager 360, Display & Video 360, and Google Ads, Nissan was finally able to identify opportunities to optimize campaigns in record time by helping to quickly streamline brand action through advanced campaigns. Creatively and consumer-friendly media bridges the gap between online and offline experiences by analyzing or analyzing data for car sales, offline experiences such as test drives have long been a reality for customers.
A satisfied customer = successful marketing!
In the absence of face-to-face test vehicles, automakers and dealerships need to offer tangible and virtual experiences that promise the brand, and this increased use of digital touchpoints, CDJs, or customer decision-making paths creates a combination of car brands. It challenges the interconnectedness of online and offline experiences through data, so one person’s insights can create another person for the benefit of consumers wherever and whenever they get involved.
To counter some of the customer feedback, Nissan Automotive, with the help of data science experts, has succeeded in patterning their data using machine learning models in BigQuery, Google’s fully managed server-free data warehouse. Analyze slowly.
Conclusion: Data analysis = cost reduction and profit increase
As the digital landscape continues to change, data should drive your marketing to provide engaging experiences at every stage of your customer journey with your car. Brands with an urgent need to turn their data into practical strategies that build brand value quickly and in the unprecedented disruption.
Companies in any field, by analyzing data to provide better services to their customers, can better present the experiences that are of interest to audiences everywhere, and ultimately improve and make their creative work more cost-effective. Decrease and increase profits.
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An interested and active person in the field of data science and molecular dynamics simulation