Case Study: Leading US Automaker achieves 5X ROI and 2.5% sales lift with Applied Predictive Technologies

Leading US Automaker Company - Customer Case Study

A leading U.S. automaker working with a digital publisher wanted to understand the role of digital advertising in its overall marketing mix while promoting a specific car model. The brand boosted online spend in selected zip codes, but overlapping marketing activities and noisy local sales data made it difficult to measure the true incremental impact of the digital campaign.

Using APT’s Test & Learn® software to match test zip codes to controls, the team analyzed a $700K investment that delivered ~400 million impressions. The campaign drove a sustained 2.5% sales lift (about 1,000 incremental cars per month), with some cannibalization of other models; performance varied by model and was strongest in zip codes with higher median income, home values and population density. The analysis proved a >5X ROI and enabled targeted future campaigns to improve returns.