The automotive industry has been working in the dark for years when it comes to understanding the efficiency of one offer versus another. Utilising real world consumer responses, we have now changed this to enable forward facing but risk free offer planning.
We know from econometric analysis that the competitive strength of Skoda's offer and pricing drive a significant portion of their sales volume. Due to the size of the contribution, it is key to understand the levers of this in more detail.
For the first time in the Automotive Industry, MediaCom Business Science applied their Proposition Optimiser tool to understand the relative strength of pricing and offers.
“ The tool is now integral to the ŠKODA tactical Planning forum and is used across the brand by all of the key stakeholders” Erica Vernon, ŠKODA National Communications Manager