Audi increased the effectiveness of their advertising campaigns with Voice of the Customer insight.
- Measured AudiUSA.com visitors’ opinions of recent TV and video advertising campaigns.
- Gauged how successfully campaigns were at driving consideration for an Audi vehicle.
- Evaluated campaign effectiveness using tailored KPI dashboards.
Measuring campaign effectiveness
Audi is one of the world’s leading premium car manufacturers, delivering over 1.8 million cars every year. With the automotive shopping experience becoming increasingly digital-focused, the company was looking for a way to measure the effectiveness of their TV and video advertising campaigns in driving consideration for Audi vehicles.
Analyzing the Voice of the Customer
Audi turned to Astute (formerly iperceptions) to launch a Voice of the Customer program that provided their team the ability to collect, measure and analyze Audiusa.com’s visitor perception of recent advertising campaigns for the Audi A4 and Q7 models, and for an advertisement shown during American football’s biggest (and most-watched) game! Using Astute VoC, Audi was able to identify visitors who went to AudiUSA.com because they had seen a recent TV or video advertisement. Visitors were then asked to share their feedback about specific aspects of these advertisements.
Understanding insights and impact
With the insights provided by the VoC program, Audi was able to compare how different demographic groups rated their satisfaction towards specific advertisements. Also, they were able to measure the impact different
campaigns had in guiding visitors to learn more about Audi and, ultimately, contact an Audi dealership. With the help of tailor-made reporting generated by our team of experts, Audi was able to easily review and dig deep into their audience’s feedback to generate roll-up reports they could leverage to guide their future advertising campaign efforts.
“This program has helped us gain a deeper understanding of our marketing efforts by adding a qualitative dimension to our analytics. Also, the custom KPI dashboards that were created for us were concise, simple to view, and extremely valuable for decision-making.”
– Manager, Brand Digital Operations & Innovation, Audi
Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles. Audi is a member of the Volkswagen Group and has its roots at Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production facilities worldwide