Nissan would save 30MN € in media budget per year with Hyundai's marketing efficiency in Germany alone

We analyzed different OEMs concerning their marketing efficiency, by comparing the media budgets they spend to achieve certain levels of website visits, started configurations, finished configurations, and vehicle sales.

What we found is that the budget needed to reach a comparable funnel performance differs dramatically between OEMs. Having a more detailed comparison between Hyundai and Nissan, for example, shows that Nissan would need to spend roughly 9 times as much to reach the same number of finished configurations as Hyundai.

The conclusion we draw is that marketing efficiency can be improved by viewing marketing performance more holistically across all channels. While often, there is still too much focus on Paid Media as a silo, it is critical to concentrate on the combination of all marketing activities and view the entire funnel performance.

Improved targeting, an outstanding touchpoint experience and an optimized media mix are the key to more efficient media spend. Revisiting your Paid Earned Shared Owned (PESO) dashboard to uncover and focus on the most successful funnel will help you achieve more for less.

To find out more, download our in-depth analysis!