Acxiom Study Provides Key Insight into Successful New Auto Launch
24 March 2011 - 1:15AM
Business Wire
A new Consumer Dynamics study from Acxiom® Corporation (Nasdaq:
ACXM) provides valuable insights to help auto manufacturers manage
risk when introducing new products, despite economic and marketing
complexities.
The study “Turbocharge Your Next Vehicle Launch: Optimizing Your
Media Mix to Drive More Sales,” demonstrates how deeper customer
insight and more effective Media Mix Optimization (MMO) can convert
shoppers into buyers, and redirect 15 to 30 percent of
underperforming media into high-value sales opportunities.
“With ad spend per vehicle on the rise – $1,073 today vs. $1,051
in 2007 – and increased buyer incentives, the effectiveness of
traditional media strategies is waning,” said John Hensler, Acxiom
Vice President of Automotive. “Acxiom’s analysis showed a 13-fold
increase in complexity within the marketing environment in the last
decade, meaning advertisers need to work much harder to reach their
intended targets.”
Easy to implement, MMO gives marketers the ability to pinpoint
media in a way that stimulates an optimal market response. Informed
by existing data, MMO concentrates investment on the most desirable
prospect audience, allowing for regular calibration based on
real-time data access.
In the wake of the successful U.S. restructuring of the domestic
automotive industry, increased competition and market complexity,
MMO practices can help cut through media noise, providing a
precision opportunity to maximize ROI in a new vehicle launch.
For a copy of Acxiom’s latest study, please click here or call
1-888-3ACXIOM.
About Acxiom
Acxiom is a recognized leader in marketing services and
technology that enable marketers to successfully manage audiences,
personalize consumer experiences and create profitable customer
relationships. Our superior industry-focused, consultative approach
combines consumer data and analytics, databases, data integration
and consulting solutions for personalized, multichannel marketing
strategies. Acxiom leverages over 40 years of experience in data
management to deliver high-performance, highly secure, reliable
information management services. Founded in 1969, Acxiom is
headquartered in Little Rock, Arkansas, USA, and serves clients
around the world from locations in the United States, Europe,
Asia-Pacific, the Middle East and South America. For more
information about Acxiom, visit Acxiom.com.
Acxiom is a registered trademark of Acxiom Corporation.
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