|Q:||What makes one car model sell more than another?|
|I:||Buyer analysis of car Model A showed an unexpected sales decrease among families with young children. Areas of weakness included: Features/Controls/Displays and Entertainment/Navigation Systems.|
|O:||PowerPoint presentation recommending that next year’s model should include more built-in entertainment options, to be marketed toward young families.|
A well-known automotive company, Luxury Auto [real company name changed] uses Netvibes Dashboard Intelligence to analyze car models and features, understand customer habits and preferences and research new automotive technologies. By using market insights from the Dashboard, Luxury Auto is able to continually improve its car models to better serve customers, and the company has increased overall car sales.
Luxury Auto wanted to understand why some of its car models sell better than others. The company wanted to identify specific car features that were driving sales among particular audiences, as well as understand which improvements could be made to car models in order to drive more sales.
Luxury Auto uses more than 30+ Netvibes Dashboards to answer questions for a variety of different teams across the organization. The product design team uses one Dashboard to cross-analyze sales of Luxury Auto car models alongside social data, including real-time customer opinions and media reviews online. The Dashboard automatically categorizes and sorts the data to deliver granular insights into what people are saying---not only general feedback about brands and car models, but also specific features, such as the car’s handling, noise, window controls, navigation systems and more. Luxury Auto can also slice the data in different ways, for example, to understand how buying habits of young singles differ from older customers.
By analyzing car sales within the context of social customer data, Luxury Auto discovered that one particular car model, Model A, was selling unexpectedly poorly with families who have young children. Further analysis revealed why Model A was so unpopular with this demographic: customers with children were unhappy with the controls and displays in the car and wanted more built-in entertainment options for little passengers.
To share these insights from the Dashboard, Luxury Auto’s design team created a PowerPoint presentation and called a team meeting, making the recommendation that next year’s Model A should offer improved displays and entertainment options.
The marketing team was alerted to the importance of highlighting these new entertainment features, so they could write more effective messaging and create Model A advertisements aimed at young families. Luxury Auto’s marketers use a Dashboard to track industry trends and lingo, and they are able to understand how certain keywords and car features are perceived by their target audience.
As a result of making these design and marketing changes, Luxury Auto significantly increased Model A sales the following year.
By using Netvibes Dashboard Intelligence, Luxury Auto benefits from the ability to analyze more types of information faster, delivering important data insights to drive decision-making across the company. Luxury Auto is able to:
- Identify new factors and car features that influence buying decisions
- Quantify the relative importance of these factors and measure impact on revenues
- Determine if a car trait or industry trend has moved from a buyer concern to motivator
- Choose the right messaging, such as how to convey something that may be a potential concern so that it is received more positively
- Understand emotional factors in buying decisions, such as when a feature is treated with scepticism or anxiety, or whether something is the primary motivator for the buyer versus a nice-to-have bonus