Direct Marketing | Data Automotive Case Study - Proton Cars UK

Data

The Challenge

Proton is a Malaysian based car manufacturer who began their presence in the UK market in the late 1980s, selling up to 15,000 cars a year. Since 100% buyout of Lotus Cars in 2003, personnel from Lotus are closely involved in Proton's new model development in the UK and Malaysia.

Proton wanted to more effectively target customer communications to increase response rates and ROI. BGD were asked to profile their lead and customer databases.

The Solution

Using our in-house geo-demographic profiling we produced a comprehensive review of Protons™ database to increase the accuracy of their targeting strategy. Our review included:

  • Location analysis
    • Mapped customer distribution against Proton showroom location
    • Mapped customer distribution against competitor showroom
    • Identified areas that were under penetrated
  • Campaign plans
    • Mapped where previous marketing campaigns had been implemented
    • Mapped areas that had not previously been targeted
    • Compared market areas with customer distribution and potential

The Results

  • Increased response rates
  • Better quality responses and conversions to test drive/sale
  • Increased ROI

Our Work