Xaxis UK / EMEA

PI For Ford: Optimizing towards purchase intent outcome

Challenge

PI (Purchase Intent) is a metric created by WPP/GTB for Ford to quantify the value of key website actions in terms of their impact on offline sales. The goal of introducing PI is to improve efficiency from digital investment. GTB and Mindshare have asked Xaxis to apply our AI capabilities for optimizing our activities towards this outcome.

approach
A mix of custom / clustering algorithms and High-Value Segment scoring were applied to deliver the best Cost Per PI (CPPI).
outcomes
The test campaign we ran for Ford Focus in the UK has proved we’re capable of delivering outstanding performance for PI outcomes. The results, if scaled will provide significant efficiency savings for the client.
25%
Efficiency savings
5X
More test drive requests
25%
Lower CPPI
2X
More deal locators

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