Samantha Sharp :
Audi UK chooses MarketShare, a Neustar Solution, for Advanced Planning and Attribution Analytics
Samantha Sharp :
Leading automobile manufacturer optimises campaigns and maximises ROI using marketing analytics from MarketShare
London, 18 April, 2016 – MarketShare, a Neustar Solution and global leader in advanced marketing analytics software, today announced it has been selected by Audi UK to better understand its customers’ journeys and optimise its marketing spend. Using the industry’s only holistic planning and attribution solution, MarketShare DecisionCloud, Audi will be able to fully understand the true value of each marketing activity as well as customer interaction, and predict the effectiveness of future marketing investments.
Like many marketers eager to make more data-driven decisions, Audi wanted to focus on improving returns of its marketing and promotional activities through next-generation planning and attribution analytics. Following a competitive procurement process, Audi chose MarketShare for its best of breed technology, service and ability to scale.
“We chose MarketShare for its excellent reputation in the industry and we have seen a positive culture change in the company since we established our partnership. Now more than ever, it is important to see marketing as a profit generator – not a cost – on the income statement and MarketShare has helped us to highlight this,” said Nick Ratcliffe, Head of Marketing, Audi UK. “We rely heavily on agency partnerships and MarketShare has been very cooperative with all of our partners, who have improved their campaigns thanks to this integration.”
Audi has decided to use MarketShare’s unique omnichannel approach, utilising its holistic attribution expertise to first thoroughly analyse the customer journey. Audi has also deployed MarketShare DecisionCloud to access these updated models in real-time where effectiveness will be measured through predictive analysis and evaluation on improvements to ROI.
Commenting on the announcement, Lucien van der Hoeven, general manager EMEA at Neustar said: “Marketers need to find ways to make their brands heard above the noise in both the online and offline landscapes in order to drive revenue growth. By tapping our predictive models that cover both planning and campaign-level attribution, Audi UK will be creating a sustainable competitive advantage to better understand the journey its customers take, make more effective marketing decisions and ultimately connect marketing to revenue.”
Audi and MarketShare will be co-presenting at the I-COM Global Summit, 18-21 April in Seville, Spain, where they will be discussing the change in culture within organisations to see marketing as a tool to drive profit generation through the use of data.