Thinking Locally, Nationally
Ford. Local Insight Hub
As the UK’s biggest automotive manufacturer, Ford has a comprehensive network across the UK. Unsurprisingly, given that they are based all over the country, they have a massive range of marketing requirements.
Whether it’s understanding their target audience, priority models or channels to reach their consumers, each retailer has a unique profile based on its geographical location. This puts pretty obvious limitations on a one-size-fits-all approach. In order to maximise their success, Ford needed to find a way to enable their retailers to spend their media budget in the most efficient way possible.
Moving People Locally
Previously, the only resolution to this problem was to utilise data analysts to uncover local insights for specific retailers. By analysing the consumers in an area, and mapping the performance of Ford and the rest of the automotive market, these data analysts were able to recommend the most effective way to utilise their marketing resources. Whilst this approach was successful, it was a reliant on a time-consuming and expensive process, and therefore impossible to do regularly for the entirety of the network.
Because the manual process of collecting the insight simply wasn’t feasible network-wide, it was limited to ad hoc, priority cases. Even for the dealerships that were lucky enough to gain access to these kinds of insights, it was only reliably effective for a limited time. The only viable solution to take advantage of this across the country was to create a tool that was able to carry out the same work automatically. That’s how we arrived at our Local Insight Hub.
Local Insight Hub
The Hub functions by incorporating the same data sources that the analysts would have used, but it's able to automatically update the information, nationwide, on a monthly basis.
And rather than being supplied in a way that you need to be a data scientist to understand, the Local Insight Hub provides every retailer with bespoke data and easily digestible recommendations. It tells each retailer who their customers are, the best way to reach them, as well as the models and channels to target that will give themselves the best chance to grow.
This information is accessible to every retailer in the network. It's simply a case of logging onto the platform and immediately being served with a level of insight that would previously have been impossible without weeks of manual data analysis.
Testimonials
“The data from the reports is fantastic and take our insights to the next level. There is very clear signposting of what to do next and the tool is accessible. The competitor section holds the most value for us, helping us to track the most popular segments and competitor models.” Paula Kemp, Marketing Director, Birchwood Group
“The Local Insight Hub helps us paint a picture of the local market and the opportunity within each demographic. The profiles give us fantastic insight into household targeting. We use the tool proactively at the beginning of every month to help with campaign planning. The lead estimator gives us guidance on how much investment to allocate to each channel for activity.” John Johannesen, Marketing Director, People's Ford
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