GfK and Dstillery Roll Out New Auto Consumer Segments
August 14 2020
GfK and cross-device targeting specialist Dstillery have expanded their partnership to launch 79 new segments for targeting automotive ‘brand loyalists’ and ‘defectors’, as well as those in the market to buy used cars.
The pair teamed up earlier this year to launch Auto Intender ad targeting models, built on the attitudes and behavior of people who specifically intend to buy a new car. The new models add would-be used car purchasers to this, and are refreshed daily through GfK’s year-round intender research. The categories include ‘intenders’ for used cars by class (eleven segments), used cars by brand (twelve), and new cars by brand (24). Also available are seventeen segments of brand defectors and fifteen of brand loyalists.
The modeling begins with GfK’s ongoing AutoMobility research, used to analyze intenders’ purchase plans and brand attitudes. This is enriched with attitudinal data from consumer insights provider MRI-Simmons, then respondents are matched to Dstillery’s consumer data platform with observed anonymous behavior for more than 250 million US individuals. Clients can then activate intender segments based on online and location data.
Julie Kenar, SVP on GfK’s AutoMobility team, says the company has used data from its own study to develop audiences that allow OEMs (original equipment manufacturers) to target ‘conquest intenders’ at the brand and model level. Christopher Lee Boon, SVP of Dstillery’s Enterprise Solutions Group, adds: ‘With so many consumers moving in and out of audience segments at a rapid clip, marketers can no longer rely on their previous best practices. There is greater need than ever for constantly updated audiences, especially in a tightly contested market like auto. Together with GfK, we are arming car makers with the insights they need to reach these consumers’.
Web sites: www.gfk.com and www.dstillery.com .
