The global platform facilitates the breakdown of siloes, leverages data and technology, drives accountability and enables teams along the entire sales funnel to react more quickly to buyer demands by arming them with real-time metrics and dashboards. We applied a reverse funnel approach, meaning we worked backwards, starting with the bottom of the funnel (a purchased vehicle), to predict the required media spend for an outcome-oriented model that resulted in significant efficiency gains. The platform was launched in two representative markets as a pilot, but once scaled globally, will allow global teams to roll out similar models within their local regions.
More specifically, to better understand and improve how marketing and sales contributed to overall sales, the auto maker decided to take a closer look at the sales funnel and marketing campaigns.
Demand model: A predictive sales funnel
The auto maker needed to predict the effectiveness of their sales funnel at each stage of the buyer journey, the current and future state of the business and the effect of direct and indirect factors on sales. We built advanced machine learning models to: