automotive industryoct 2009

data marketing

• about 3d interactive (3di)• showcase database: The Great Australian Survey (GAS)• advanced targeting

• premium data marketing• targeted email campaign

• GAS, Rewards Central and FDS case studies• sponsorship of a question

• GAS and Rewards Central case studies• summary

• lead generation• campaign flow

• form fill example• co-registration

• GAS case study• CPA

• GAS case study• summary

contents

about 3di

with the 3di/LMA/GAS restructure and consolidation under the Q Group, 3di becomes a

leader in data and permission marketing

we now have access to 5 million Australians through 25 databases, the largest being:• Great Aussie Surveys• Australia Post (FDS)• Rewards Central• Rewards Palace• Survey Choice

they are the perfect way to drive targeted traffic and monitor conversions

lead generation can be delivered through online offers, targeted emails, specific questions…

overview• non-incentivised database of 375,000opted-in members

• to join, members complete a 50 question

survey about themselves

• $30,000 prize drawn every 6 months

• various lead generation options available

showcase database: The Great Australian Survey

sample questions within the lifestyle survey are available to target specific consumers

advanced targeting

= 100,000 members

= 62,000 members

= 52,000 members

automotive industryoct 2009

premium data marketing

targeted email campaign

1. send now• emails delivered to premium members

of the target market at your chosen time• click-thru rates: 10%-20% • open rates: 30%-50%

cost• B2C: from $280 p’000 emails• B2B: from $310 p’000 emails• set-up fee: $400• minimum order 10,000 emails• bulk discounts available

2. priority queue• emails delivered after hours to targeted

members over 7 days

cost• $200 p’000 emails• setup fee: $400

premium email campaign case study - Skoda

client goal• brand exposure• book in a maximum of test drives• get a maximum of brochure requests

action• email (see left) sent to around10K

members, targeted to everyone aged 35-60 interested in buying a new car and earning 75K+ pa

• males and females tracked separately

resultsMediumSelected

Open Rate Click Through Rate

email to females 63.5% 21%

email to males 29.8% 14.6%

premium email campaign case study - Volkswagen

client goal• brand exposure

action• email (see left) sent to around 30K

members, targeted to everyone interested in buying a new car

results

MediumSelected

Open Rate Click Through Rate

email ND 32.1%

premium email campaign case study - Subaru

client goal• drive online enquiries• increase awareness of the Spring

Carnival deals

action• email (see left) sent to around 40K

members, targeted to everyone interested in buying a new car with an income of 50K+

resultsMediumSelected

Open Rate Click Through Rate

email 8.7% 4.8%

sponsoring a question• question added to the survey filled in by new

members• appears as any other question• data is collected from respondents• tele + postal details can be supplied to client• email to be sent via GAS for privacy reasons

(client’s name is not cited so this is not considered as opt-in)

advantages• advanced targeting available• ask a generic question without naming the

brand• exclusive use of the data generated

cost• $310 p’000 emails• $310 p’000 postal records• $450 p’000 telemarketing records• setup fee: $1,000

sponsorship of a question

sponsorship of a question case study – Audi*

client goal• get as many people to request a test

drive or a brochure

action• setup the below question on GAS• targeted to everyone at management

level

results• email (see left) sent to members ticking

YesMediumSelected

Open Rate Click Through Rate

Email 49.1% 57.8%

Are you interested in minimising tax this end of financial year by investing in a company car?

YesNo

*forecast case study based on previous results

sponsorship of a question case study - Honda

MediumSelected

Open Rate Click Through Rate

Email ND 73.2%

client goal• brand exposure for the new Civic

Hybrid• enhance their “green” image

action• setup a question in the survey asking

how keen on getting involved in protecting the environment

• email (see left) sent to around 70K members, targeted to everyone keen

results

CPM

1 – email cpm 50,000 emails @ 25.2c = $12,600

2 – question sponsorship 21,300 emails @ 31c = $6,603

+ setup = $797

TOTAL = $20,000

sample campaign – premium

automotive industryoct 2009

lead generation

co-registration• question added to the survey filled in by new members• question shown to existing members via mini-surveys and website• name of the client must appear (privacy laws)• all contact details of members opting-in passed back to the client

advantages• advanced targeting available• leads acquired on an on-going basis• question to remain active as long as the client wishes• clients set a monthly budget based on responses

cost• from $1.50 per email record • from $3 per postal record • from $5 per telemarketing record • additional data: from $0.20c per field (answer to other questions of the survey)• setup fee: $500

co-registration

example: Would you like to receive the XXX e-brochure?

Yes No

client goal• book in maximum test drives

action• question to stay live 12 months • targeted to members interested in buying a new car

client results• over 13,000 leads collected

Medium Selected Impressions/month Leads/month

Co registration 4,600 to 8,000 over 1,300 (average)

co-registration case study – Ford*

Want to be the first to try out the new Ford Fiesta? Tick here and one of our representatives will call you to arrange a test drive.

Yes

No

*forecast case study based on previous results

form fill• collect user profile data cost-

effectively• pay for registrations only• technical setup and optimisation of the

registration form managed internally

advantages• a lead is a fully subscribed user who

has left his contact details and expressed specific interest in the offer

• best performing offers receive free email support

cost• from $2.00 per lead, depending on the

length of the signup process

form fill

confirmation email

thank you for your

registration

yes

your email has already

been registered

no

emails, newsletter

s

traffic drivers

client database

delivery of data to client

unique profile?

database

campaign flow

banners & buttons

$$

Save over $2,000

CPA case study – Nissan

client goal• get as many people to enter the

competition• get as many followers on twitter• grow the Nissan database

action• email (see left) sent to around 40K

members, targeted to members aged 18-32 interested in automotive

results• around 1,800 leads collected• members needed to have a twitter

account to enter the competition

CPA case study – VolvoC70*

client goal• grow the Volvo database• book in a maximum of test drives• get a maximum of brochure requests

action• email (see left) sent to 50K members

over 7 days, targeted to everyone interested in buying a new car

results• around 2,000 leads collected

*forecast case study based on previous results

sample campaign – lead generation

per response

1 – co-registration question 3,500 email leads @ $1.50 = $5,250

2 – form fill, all databases @ $2 / email lead est. 5,000 sign ups = $10,000 (or $10 per brochure request) (or $50 per test drive booked)

3 – CPA online exposure and emails 2,125 leads @ $ 2 = $4,250

+ setup = $500

TOTAL = $20,000

sms “info” to: 0413 154 784mark@3Dinteractive.com.au

Mark Halstead