Jason Easton - Environics Analytics
Transcription
Jason Easton - Environics Analytics
Driving Sales with Data-Based Market Analytics Jason Easton Director, Sales, Service & Marketing, Toronto/GTA General Motors of Canada 9th annual user conference #EAUC2015 Previous Market Strategy National and Regional Levels Aspirational Audience Targets #EAUC2015 Bridging the Gap Who is the Target audience in Toronto? ? #EAUC2015 Typical Chevy Buyers Just don’t Live in Toronto #EAUC2015 Toronto’s Prospective Buyers Determining Chevrolet’s Lowest Hanging Fruit Chevrolet Registrations 7 Target Groups #EAUC2015 Toronto’s Prospective Buyers Determining Chevrolet’s Lowest Hanging Fruit Chevrolet Registrations 1. Maintain 2. Grow 3. Conquest 7 Target Groups #EAUC2015 Personifying and Locating target Groups Demographics Media Preferences #EAUC2015 Social Values Execution: A familiar Challenge What is the best way to present data in a way that is easy for dealers to digest and execute on? #EAUC2015 Solution: Dealer Information Packages #EAUC2015 Short-Term Benefits • Localized marketing plans • Increased dealer engagement • Dealer buy-in on strategic planning #EAUC2015 Long-Term Goals Applying the same approach to other major markets #EAUC2015 Plans for the future • Align national and regional marking efforts • Improve effectiveness of media spend • Enhance capability and willingness to incorporate analytics into everyday decision-making #EAUC2015 Key Takeaways Don’t be afraid to ask questions Engage the right partners Be open to surprising results #EAUC2015 Thank you. Questions? 9th annual user conference Jason Easton Director, Sales, Service & Marketing, Toronto/GTA General Motors of Canada [email protected] 905.644.6040 Allison Whiteside Director of Business Development Environics Analytics [email protected] 647.800.1459 9th annual user conference