A national OEM came to Focus USA to identify a new audience. They needed to source a data set that converted at a higher rate than the data they were being provided from major auto compilers.

At this time this client was only purchasing digital media audiences programmatically and this division did not work closely with the direct in-home marketing teams. Therefore, developing a data strategy to scale a new audience was already up against a wall.

Through automated customer insights with Focus USA’s own in-market automotive audience, we identified that individuals who are going through or have recently gone through a major life event, purchased or leased a vehicle at a rate 18% higher than the average consumer. In an effort to test this in a live marketing strategy, we identified the new movers as our initial test audience. In the end, the concept was a proven success for the Welcome Home New Mover Program. This monthly strategy continues today and has evolved into a Welcome Home New Parent Program and Congratulations Recent College Grad Program.

Based on a media mix model built from campaign response data, we were able to overlay and score the new mover audience data to determine who would be most likely to engage with our campaign across multiple marketing channels. We then implemented a monthly welcome home program and allowed six months to prove the concept.