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Data-Driven, Consumer-Minded

Data-Driven, Consumer-Minded

Sulaiman Beg

Sulaiman Beg

May 16, 2019

Havas Media Spain’s Lead Generation System Tops WARC’s Annual List

"In a day and age where more and more people are using the Internet to purchase products...one of the biggest keys to a successful business is the generation of new online sales leads."

Kia, South Korea’s second-largest automobile maker, was looking to increase sales, test drives, and requests for quotes by optimizing their digital funnel and reducing lead acquisition costs. Their target was new car buyers who start their search online in Spain.

Enter Havas Media Spain, which embarked on a collaborative project with Kia that would allow the agency to do more than just improve the navigation on Kia’s landing pages and websites by personalizing the user experience in the most individual way possible, not only in the digital realm, but also in call centers and car dealerships.

To achieve this, Havas Media Spain created the Kia Lead Generation System, a system that recorded a complete data footprint, from add impact to the call center and, finally, the Kia car dealership, to feed Kia’s customer service and sales operatives all the info they needed to manage the lead effectively and close a sale.

On the heels of the system being named WARC’s “Best Performing Automotive Campaign,” we spoke with Concepcion Martinez Valero, Key Account Manager at Havas Media Spain, about what sets the system apart and using the power of data to create a more meaningful media experience for consumers.

 

Congrats on the World Advertising Research Center (WARC) win! Tell us a little about how the “Lead Generation System” works and what makes it so innovative?

It’s a great achievement for the team, we could not be happier about this news!

The Lead Generation System (LGS) is a digital ecosystem that was designed to create a personalized holistic user experience from the first AdWords to add impact to the call center interaction and, finally, at the Kia car dealership. What makes it so innovative is that the LGS centralizes and feeds Kia’s customer service and the sales staff all the info they need to manage the lead effectively at every touchpoint, thus dramatically increasing the probability of closing a sale.

This project goes well beyond just navigating Kia’s landing pages and websites. How did it create a complete consumer data footprint?

We took advantage of Google’s custom parameters and configured our AdWords campaign at a granular level. This allowed us to recover the most relevant data from the user such as keywords, location, the car model they were interested in, et cetera.

This information was fed into the system’s decision algorithm, which then served up a dynamic landing page based on the user’s profile and preferences. With all this data, the system was able to create a complete lead footprint at each of the touchpoints—from the first ad impact to the call center interaction to the physical visit at the dealership—therefore bringing more visibility to Google’s conversion.

What was the insight that led to the campaign?

In a day and age where more and more people are using the Internet to purchase products, or at least to decide on making the purchase or not, one of the biggest keys to a successful business is the generation of new online sales leads.

And because it is customers and not companies that drive business decisions, it is more important than ever before to get to know your customers on a deeper level, and the only way to do this effectively is by tapping into the available data and leveraging it to gain critical insight. We created the LGS with this insight in mind. It was crucial to truly know and understand our customer’s experience and behavior.

"This brand-agency collaboration is a first for Kia and the first of its kind in Spain."

What was the client’s reaction when you presented the “Lead Generation System?”

This brand-agency collaboration is a first for Kia and the first of its kind in Spain. They were naturally very pleased and eager to activate it. Because this type of project needs time to collect data, the benefits were not immediate, but as you can see from the latest results, patience paid off for our client.

Can you share with us some of the results?

The results demonstrate that the power of smart data use and personalization of customer journeys were the key in increasing sales, test drives, requests for quotes, and, ultimately, reducing lead acquisition costs.

Not only did we increase the conversion rate from click and visit to the site to test drive or quote request by 103%, but we also recorded an increase of 186% in requested test drives and 100% in online sales.

How has the system been received and are there plans to expand it beyond Spain?

This project is a perfect example of collaborative work between agency and client. It has truly allowed us to reach targets and grow our client’s business.

We have started to implement this solution in other Kia markets throughout Europe, and we will also apply this technology to other types of campaigns (display, social, et cetera).

"In a day and age where more and more people are using the Internet to purchase products...one of the biggest keys to a successful business is the generation of new online sales leads."

Kia, South Korea’s second-largest automobile maker, was looking to increase sales, test drives, and requests for quotes by optimizing their digital funnel and reducing lead acquisition costs. Their target was new car buyers who start their search online in Spain.

Enter Havas Media Spain, which embarked on a collaborative project with Kia that would allow the agency to do more than just improve the navigation on Kia’s landing pages and websites by personalizing the user experience in the most individual way possible, not only in the digital realm, but also in call centers and car dealerships.

To achieve this, Havas Media Spain created the Kia Lead Generation System, a system that recorded a complete data footprint, from add impact to the call center and, finally, the Kia car dealership, to feed Kia’s customer service and sales operatives all the info they needed to manage the lead effectively and close a sale.

On the heels of the system being named WARC’s “Best Performing Automotive Campaign,” we spoke with Concepcion Martinez Valero, Key Account Manager at Havas Media Spain, about what sets the system apart and using the power of data to create a more meaningful media experience for consumers.

 

Congrats on the World Advertising Research Center (WARC) win! Tell us a little about how the “Lead Generation System” works and what makes it so innovative?

It’s a great achievement for the team, we could not be happier about this news!

The Lead Generation System (LGS) is a digital ecosystem that was designed to create a personalized holistic user experience from the first AdWords to add impact to the call center interaction and, finally, at the Kia car dealership. What makes it so innovative is that the LGS centralizes and feeds Kia’s customer service and the sales staff all the info they need to manage the lead effectively at every touchpoint, thus dramatically increasing the probability of closing a sale.

This project goes well beyond just navigating Kia’s landing pages and websites. How did it create a complete consumer data footprint?

We took advantage of Google’s custom parameters and configured our AdWords campaign at a granular level. This allowed us to recover the most relevant data from the user such as keywords, location, the car model they were interested in, et cetera.

This information was fed into the system’s decision algorithm, which then served up a dynamic landing page based on the user’s profile and preferences. With all this data, the system was able to create a complete lead footprint at each of the touchpoints—from the first ad impact to the call center interaction to the physical visit at the dealership—therefore bringing more visibility to Google’s conversion.

What was the insight that led to the campaign?

In a day and age where more and more people are using the Internet to purchase products, or at least to decide on making the purchase or not, one of the biggest keys to a successful business is the generation of new online sales leads.

And because it is customers and not companies that drive business decisions, it is more important than ever before to get to know your customers on a deeper level, and the only way to do this effectively is by tapping into the available data and leveraging it to gain critical insight. We created the LGS with this insight in mind. It was crucial to truly know and understand our customer’s experience and behavior.

"This brand-agency collaboration is a first for Kia and the first of its kind in Spain."

What was the client’s reaction when you presented the “Lead Generation System?”

This brand-agency collaboration is a first for Kia and the first of its kind in Spain. They were naturally very pleased and eager to activate it. Because this type of project needs time to collect data, the benefits were not immediate, but as you can see from the latest results, patience paid off for our client.

Can you share with us some of the results?

The results demonstrate that the power of smart data use and personalization of customer journeys were the key in increasing sales, test drives, requests for quotes, and, ultimately, reducing lead acquisition costs.

Not only did we increase the conversion rate from click and visit to the site to test drive or quote request by 103%, but we also recorded an increase of 186% in requested test drives and 100% in online sales.

How has the system been received and are there plans to expand it beyond Spain?

This project is a perfect example of collaborative work between agency and client. It has truly allowed us to reach targets and grow our client’s business.

We have started to implement this solution in other Kia markets throughout Europe, and we will also apply this technology to other types of campaigns (display, social, et cetera).

Sulaiman Beg is Havas' Director of Global Internal Communications. He has never eaten canned tuna fish.

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