Automotive Online Marketing Program

The automaker invested over $700K to generate almost 400 million impressions during the campaign. They used APT’s Test & Learn software to compare test markets with high media spend to control markets with minimal spend. The software matched test zip codes to similar control zip codes, allowing the manufacturer to compare performance changes. The analysis answered three key questions: Did the digital marketing campaign drive incremental sales and what was the ROI? What elements of the campaign were most effective? Is there an opportunity to target specific zip codes for higher ROI? The results showed an immediate and sustained increase in unit sales for the promoted brand, with a 2.5% lift translating to 1,000 incremental automobiles per month. The campaign's performance varied across car models, leading to hypotheses for future ad tailoring. The digital campaign performed best in zip codes with higher median income, home value, and population density, guiding future targeting efforts.