Automotive Audience Segments

We’ve predicted the likelihood of motor purchase preferences of Australian households for specific vehicles (e.g. Audi Q7), manufacturers (e.g. Hyundai), and vehicle types (e.g. Small SUV).

12x more effective targeting

We’ve built a series of audience segments that achieve on average 12x improved targeting effectiveness at the top centile of our models. So how do we do it?

  • We compliantly source automotive transaction data from a data partner that describe the characteristics of actual purchasing households. It covers 50% of cars purchased in the last 5 years.
  • Our analytics team use that purchase data, combined with our data universe to build propensity models covering over 270 unique makes, models and car segments which indicate the most predictive characteristics of purchase behaviour. All 12m households are then scored High, Medium or Low for each vehicle, with the highest lift in the top centiles of our models.
  • Segments are onboarded into any internal or external environment with zero reliance on cookies. We have relationships and connections with most ad tech platforms, including DMPs, DSPs, publishers and trading desks.

12x more effective targeting

We’ve built a series of audience segments that achieve on average 12x improved targeting effectiveness at the top centile of our models. So how do we do it?

  • We compliantly source automotive transaction data from a data partner that describe the characteristics of actual purchasing households. It covers 50% of cars purchased in the last 5 years.
  • Our analytics team use that purchase data, combined with our data universe to build propensity models covering over 270 unique makes, models and car segments which indicate the most predictive characteristics of purchase behaviour. All 12m households are then scored High, Medium or Low for each vehicle, with the highest lift in the top centiles of our models.
  • Segments are onboarded into any internal or external environment with zero reliance on cookies. We have relationships and connections with most ad tech platforms, including DMPs, DSPs, publishers and trading desks.

273 propensity driven audience segments

Car Segment

  • Micro
  • Light
  • Small
  • Medium
  • Large
  • People movers
  • Sports
  • SUV Light
  • Utes

Car Manufacturer

  • Alfa Romeo
  • Audi
  • Bentley
  • Jeep
  • Kia
  • Land Rover
  • Toyota
  • Volkswagen
  • Volvo

Car Model

  • Audi A1
  • Audi A3
  • Audi A4
  • Land Rover Discovery
  • Land Rover Evoque
  • Land Rover Range Rover
  • Volkswagen Tiguan
  • Volkswagen Touareg
  • Volkswagen Transporter

Use cases

The possibilities are endless, but the most common applications for this data asset include:

  • Car manufacturers: can target buyers using predictive analytics down to an individual make and model.

  • Finance & Insurance companies: can target car finance and insurance prospects using a combination of demographics, income, and vehicle preference.

  • Media: can extend their targeting capability and offer much richer insight to their audience.

Use cases​

The possibilities are endless, but the most common applications for this data asset include:

  • Car manufacturers: can target buyers using predictive analytics down to an individual make and model.

  • Finance & Insurance companies: can target car finance and insurance prospects using a combination of demographics, income, and vehicle preference.

  • Media: can extend their targeting capability and offer much richer insight to their audience.

Got Questions?

We have all the answers! Well, maybe not all but we’ll do our best to help.