PI FOR FORD: OPTIMIZING TOWARDS PURCHASE INTENT OUTCOME

XAXIS UK / EMEA

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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 of the total non-branding display investment across Europe

5X

more Test Drive Requests

25%

LOWER CPPI

2X

More Dealer Locators

Ford has been looking at ways of determining ‘Purchase Intent’ (PI) from customers path through, as well as interaction with our websites. (PI) is now a key metric in the evaluation of Ford campaigns. We have made a pilot to test Xaxis’ ability to optimise programmatic display advertising based on our modeled purchase intent. Initial results have been extremely positive showing a clear potential for significant savings.

JOHN PICKLES
DIGITAL MARKETING OPTIMISATION – PROGRAMME LEAD, FORD

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