Audience-Based Consumer Journey Management Case Study

This case study details the implementation of audience-based consumer journey management by Omnicom for a luxury automotive brand launching a new crossover model. The objective was to lower Cost-Per-Lead (CPL) and improve Cost-Per-Engagement (CPE) through data-driven solutions. The auto brand collaborated with Omnicom to leverage Lotame Data Exchange (LDX) for audience insights and segmentation. Core audiences were divided into two groups based on age and family composition, revealing distinct interests and purchase motivations. Omnicom developed decision trees for sequential messaging, enhancing lead generation as consumers progressed through the purchase funnel. The study highlights the effectiveness of personalized media activities, resulting in a 52% reduction in CPE and a 22% reduction in CPL compared to a control group. This campaign exemplifies how data-driven strategies can optimize marketing efforts in the automotive industry.