SOURCE: eXelate

eXelate

February 04, 2015 07:46 ET

eXelate, Using J.D. Power O2O Data, Introduces Real-Time Closed Loop Auto Measurement Solution

Transforms How Auto Marketers Assess and Optimize Campaign Performance as Well as Each Online and Offline Channel's Contribution; Beta Users Generating 14X Incremental Lift in Auto Sales

NEW YORK, NY--(Marketwired - Feb 4, 2015) - eXelate, the leading provider of data technology that powers the digital marketing and advertising ecosystem, has announced a major addition to the customer data cloud™ -- closed loop ROI measurement. Launching initially in the automotive vertical, the solution, which utilizes J.D. Power Online-to-Offline (O2O) data and analytics, empowers marketers with better insight for optimizing both online and offline marketing efforts. Beta users of the solution include Internet Brands, which attained significant lift in auto sales for its client. Read more here.

"By leveraging eXelate's real-time auto measurement solution, we were able to demonstrate a 14x+ lift in vehicle sales from OEM campaigns that ran on CarsDirect.com and TheCarConnection.com," commented Chuck Hoover, CMO of Internet Brands Automotive. "Unlike brand studies that are issued three to six months after a campaign has run, this tool helps to maximize the value of our audience for automotive advertisers while the campaign is running."

As the auto industry's advertising spend soars into the billions of dollars each year and digital campaigns continue to gain importance, auto marketers are tasked with tracking whether those dollars are effectively reaching target audiences and leading to automotive purchases. With so much at stake, timely and comprehensive campaign analysis is a must-have for driving ROI.

In the December, 2014 report, "The Future of Digital Media Buying," Forrester Research, Inc. senior analyst Richard Joyce writes, "One of the biggest challenges that marketers have faced with digital is the ability to track offline activity back to digital campaigns."

The report also notes that marketers "will rely on technology partners that can solve for the cross-device challenge and connect the dots between online and offline metrics."

eXelate's auto measurement solution provides a real-time, closed-loop feedback dashboard for tracking where customers are in the consideration funnel so marketers can adjust and optimize campaigns while they're happening. Through a user-friendly interface, auto marketers gain access to:

  • Web-based auto consideration and purchase-intent data combined with TV exposure and dealer-based automotive purchase data provided through eXelate, which includes J.D. Power O2O data;

  • Real-time feedback and deep-in-market insights that reveal where consumers are in the consideration funnel; and

  • Audience profiles, geographic and segment data for analyzing which models are being cross-shopped.

"A first in the history of auto advertising, eXelate's solution enables auto marketers to home in on consumers considering cars throughout the purchase funnel, and offers data on people who bought cars, all in real-time," said Damian Garbaccio, global chief strategy officer of eXelate. "Until now, such insights had to be pieced together from multiple providers, and the auto buying information is typically not available until months later."

"Automakers are looking for a way to link their offline sales to their digital marketing efforts across channels," said Arianne Walker, senior director, media & marketing solutions, global automotive division, J.D. Power. "Our O2O service does just that, directly linking online shopping behavior to offline vehicle purchases. We are thrilled that we can provide this unique and valuable service to help media and online publishers close the loop with actual sales by providing O2O data and analytics to eXelate's online data platform."

eXelate's closed loop ROI auto measurement solution is currently available as a standalone dashboard and will also be integrated into the eXelate customer data cloud. For more information, please contact eXelate at exelate.com/about-us/contact-us/.

About eXelate
eXelate, the leading provider of data technology that powers the digital marketing ecosystem, is working to educate, elevate, and empower marketers at a time when customer data fluency is the most important competitive advantage. The eXelate customer data cloud™ includes its highly scalable first party data-management platform, the industry's largest data marketplace featuring proprietary and branded targeting data reaching billions of global consumers, and pioneering analytics solutions that leverage both, creating closed-loop real time measurement and accurate, actionable, insights. A major breakthrough in cross-platform marketing, eXelate enables marketers to engage customers across all screens and devices. As a member of the NAI, IAB, trustE, Council for Accountable Advertising, and Evidon's Open Data Partnership, eXelate adheres to privacy compliant advertising practices. For more information, please visit www.eXelate.com or follow @eXelate. 

For more information on J.D. Power's Online-to-Offline (O2O) Campaign, visit http://www.jdpower.com/resource/o2o-campaign-analytics.

Contact Information

  • Contact Information:

    Carla Rudder
    Blast PR on behalf of eXelate
    Email Contact
    919-757-1154