March 14, 2006, 12:00 AM

How online browsing data helped Subaru manage Tribeca campaign

With data from Compete Inc. that showed how consumers were clicking through about 25 automotive-related web sites, Subaru of America was able to determine interest in its new B9 Tribeca and modify its marketing campaign, Subaru says.

Kurt Peters

Executive Editor

 

With data from Compete Inc. that showed how consumers were clicking through about 25 automotive-related web sites, Subaru of America Inc. was able to determine interest in its new B9 Tribeca and modify its marketing campaign, vice president of marketing Rick Crosson tells InternetRetailer.com.

Instead of relying on only its own shopping data, such as clicks on its corporate web site, to determine consumer interest in its brands and promotions, Subaru is using an analytics system from Compete Inc. that collects clickstream data from about 25 web sites, including automotive shopping services sites like Edmunds.com as well as Subaru.com.

“Auto dealers struggle with understanding what’s happening with the shopping process on a timely basis,” Crosson says. “Historically, they’ve relied on polls and customer registrations, but that’s like looking into a rearview mirror for information. By the time you get the data, it’s too late.”

But now Subaru is trying to get a jump on consumer data so that, when it or one of its rivals introduces a new model or promotion, for example, it can almost instantly see consumer response through their web click activity, Crosson says. Subaru recently began using an analytics service from Compete that monitors activity for thousands of consumers and e-mails reports on that activity within a day or two of a targeted event, such as the start of a promotion or launch of a new model.

“Car shoppers now are more likely to be on the web than anywhere, even a dealership,” Crosson says.

The data from Compete can be used to modify all types of marketing campaigns, but it’s especially useful with TV campaigns because of their expense and the high volume of consumers they reach, Crosson says.

After seeing in the Compete data strong interest in the B9 Tribeca across more than 20 web sites, Subaru decided to extend its TV commercial another week. The move paid off, Crosson says. Although he won’t offer specific results of that commercial, he says it helped to push additional sales of Tribeca and contributed to the record year Subaru had last year in sales.

 

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