Sometimes creativity involves more than the concept, the message, and the execution. Sometimes we need to get creative to operationalize a new architecture for data migration and creative implementation.
For Mazda RGTM +, we designed a system that migrated 1st party data at the Tier 1 level to the Tier 3 level to keep potential customers within the Mazda purchase funnel.
We built a Dynamic Creative Optimization model to customize 1700+ uniquely tagged TV spots month over month. Without the ability to create unique spots accurately and at that volume was critical to the program’s success.
The results were exceptional:
• Participating dealers saw a 35% growth vs non-participants
• Mazda was one of only three auto-makers to experience growth in 2020
• Spots produced with less than .0025% error rate