Intelligent targeting delivers better ROI for Major Automotive Company The Challenge One of the mass market automotive manufacturer’s was launching one new model and two facelifted models over a sixth month period. They had a requirement to generate test drives and brochure requests for each model in the sales process and planned email marketing campaigns to generate these. The campaign would ultimately be measured on sales generated. The Process DBS Data worked very closely with the client’s direct marketing agency to define the selection criteria. A relatively complex model was developed by the team, which took into account the prospects who had expressed interest in, or already drove, certain makes and models AND were in a suitable purchase window during the campaign per

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