Automotive advertising company says the data insights delivered through the platform's data analytics capabilities will drive better marketing
Australian automotive advertising website, Carsales.com.au, has rolled out SAS’s Intelligent Advertising platform solution to improve its marketing efforts and manage ad delivery.
The company is switching from an undisclosed former supplier and will use SAS’s cloud-based platform for advertising workflow management, forecasting, yield analysis and reporting.
In a statement, Carsales commercial director, Anthony Saines, said it was a big decision to move from its previous supplier, but believed SAS was a better choice both in terms of product set as well as company heritage.
He noted the vendor’s single platform capability as well as simpler pricing model based on an ‘all-you-can-eat’ approach.
“We knew SAS was a highly competent vendor and a main advantage for us is that they are not, themselves, a media provide and will therefore never compete with us or profit from our data,” he said.
Carsales serves an average of 150 million ads on mobile devices, 330 million ads and desktops, and 140 million ads on apps per month, figures that continue to rise as data-driven advertising becomes the norm. The platform implementation and use is the responsibility of the company’s marketing function.
The data insights Carsales will derive from using the new analytics platform will also help drive the company’s marketing efforts.
“With a state-of-the-art ad server, the benefits of a cloud environment and the ability to forecast and segment our data, we can ensure our advertisers deliver better and more relevant targeted advertising to make the customer experience richer,” Saines added.
SAS’s Intelligent Advertising platform is based on technology acquired through the enterprise vendor’s purchase of ad server technology company, aiMatch, in 2012.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.
Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.
A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com
Anthony Idle
How Total Tools overhauled its omnichannel marketing
Well, you can always improve your service. Your customers will appreciate your efforts.
Mike Thompson
Report: Australian customer experience good but not great
Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping
Cotton Sarees Online
How data is driving the customers of a lifetime for BaubleBar
Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...
NavkarConsultancyServices
Xero evolves to fit a changing marketplace
>Writes article about how to show diversity in an authentic way>All featured opinions are from white women
Jennifer Metcalfe
Food for Thought: How can brands show diversity in an authentic way?