CLIENT CASE D'Ieteren Automotive
Product launch
Creating a framework to evaluate the performance when launching new car models.
About
D'Ieteren Automotive
D’Ieteren Automotive is the biggest car importer in Belgium. Among its brands are Audi, Volkswagen, Skoda, SEAT and Porsche.
In some cases, cars are even purchased entirely online, especially on the secondhand market.
USE CASE
Create a framework so that D'Ieteren Auto can systematically assess the impact of a new model launch.
Key points
Framework
To measure the impact of a new model launch, a detailed metrics framework was built that covered the full customer journey. From website sessions to quote requests, test drive requests and sales.
Predictive modeling with ARIMA
Using historical data, an ARIMA model was applied to forecast the expected number of website visits in a scenario without the new model launch. This predictive approach allowed us to establish a solid baseline, showing how the site might have performed without any additional interest generated by the new model.
Quantifying impact through uplift analysis
By comparing the predicted website visits to the actual visits, we could identify the uplift in traffic directly attributable to the model launch. This uplift highlighted the model's influence on customer engagement, giving D'Ieteren Auto a quantifiable measure of the launch's impact on digital interest and conversions.
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