转变 MINI UK 的营销策略：数字化成功故事
技术
- 分析与建模 - 数据挖掘
- 传感器 - 自动驾驶传感器
适用行业
- 汽车
- 矿业
适用功能
- 采购
- 销售与市场营销
用例
- 智能停车
- 车辆到基础设施 (V2I)
关于客户
客户 MINI UK 是一个需要适应现代汽车购买者不断变化的购买行为的汽车品牌。他们希望通过利用数字渠道来提高品牌相关性和消费者获取。
挑战
MINI UK 面临的挑战/情况是汽车购买过程从展厅转向网上。他们需要重新调整营销支出并优化其在数字渠道中的形象。
解决方案
MINI UK 的主要代理合作伙伴 iris 提供的解决方案是减少传统 ATL 渠道的支出并利用数字渠道的力量。他们对客户旅程进行了全面审查，利用数据挖掘和档案构建来定制沟通，并改造 MINI 的线上和线下沟通方式，以创造无缝的潜在客户购买体验。他们还通过创建本地化网站 MINI.co.uk 来解决移动设备缺乏的问题。
运营影响
数量效益
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