When the pandemic forced consumers largely online, automakers were left struggling to reimagine their go to market strategies. But Mazda had a clear ambition – own the full consumer journey from discovery, purchase, usage, and loyalty. In an industry, where the shopping, buying, and owning portions of the journey are mostly in the hands of auto dealers, the real challenge was how to ensure a coordinated brand and customer experience across the entire journey. With the help of VMLY&R COMMERCE, the way forward was clear -- build a connected commerce experience that scaled dealer solutions and created a full journey ecosystem featuring one view of the consumer with performance attribution at the center.

In this session, hear how Mazda enabled data-based decision making to drive a more efficient, personalized, and frictionless customer experience– to become just one of three automakers to see an increase in sales in 2020. Brands across verticals will learn ways to:

• Build performance marketing capabilities while simultaneously driving conversion and efficiency.
• Harness 1st - 3rd party data to strengthen audience building and management toward more targeted, effective total marketing.
• Architect a performance marketing capability that is attributable to conversion from a national level to a hyper-local level.
• Deliver journey-based, personalized content at scale that converts customers across their shopping journey.