Behaviour-Based Audience Segmentation

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The car sales market was in a state of crisis, with most competitors either reducing investments in online promotions or making the decision to stop ads.


The car sales market was in a state of crisis, with most competitors either substantially reducing investments in online promotion or deciding to stop advertising online altogether. BMW, on the other hand, saw an opportunity to change the balance of power and fulfil the vacuum created by the crisis and cutting costs strategy of the competition.

The Challenge

From a digital standpoint, we knew, of course, that people don’t buy cars online, but the audience that we were able to target with the client’s ads using standard tools was way too broad and unrepresentative.

We had to identify which impressions would be more valuable to the advertiser and which audiences would have a higher purchase intent to then concentrate the client’s marketing efforts where they could yield the best results.

Our Approach

We applied the ‘Comprehensive Analysis’ approach and segmented out people who were exposed to the ad, but didn’t click on it and visited BMW’s website after some time (the view-through group) via another channel.

Then, we decided to build our segmentation based on behavioural characteristics rather than sociodemographic ones and segmented out those from the view-through group, who performed desired actions on the website (in this case it was: visiting the contact page, price list download and sign up for a test drive).

We used this data to create a laser-focused segment of users with high intent to purchase a premium class vehicle, regardless of sociodemographic characteristics. We concentrated advertising budget on this target group which proved to be a successful strategy.