Targeting Top Prospective Buyers of the Nissan Rogue with Motricity’s Predictive Analytics

When Nissan began go-to-market planning for the Nissan Rogue, a new vehicle designed as a ‘cross-over’ between car and SUV, they knew they needed to target communications to a very specific consumer.  Standard mail-list generation sources, such as current customer data, dealership and Web leads, and industry information, were not able to provide the level and depth of insight required to accurately focus-in on the buyer that would most likely be interested in purchasing this new product.
 
By using Motricity’s sophisticated predictive analytics solutions, a list of consumers was generated based on previous purchase history over a 5-year period, segmented by region and dealer location.  Based on this valuable information, Nissan was able to create targeted direct mail communications to top prospects, resulting in a 216% campaign ROI, with 14% increase in sales compared to standard outreach methods.