Nissan UK drives up online performance with data tool

nissanNissan’s off road troubles have been well documented, with former chairman Carlos Ghosn facing a $90m (£70m) lawsuit over corruption charges, but at least its UK marketing is driving success following the implementation of a new “intelligent analytics tool”.

The Japanese carmaker, which is one of the largest manufacturers of electric cars in the world, briefed its media agency Manning Gottlieb OMD with hunt down a tech partner that could significantly improve its pay-per-click (PPC) efficiency.

It eventually appointed GOA Marketing – a performance marketing business set up in 2015 by former Omnicom Media Group business director Dan Chorlton and All Response Media digital executive Lewis Clayton.

The business operates a platform of the same name, which uses algorithms to provide an intelligence layer for biddable media through an interface which offers clients the ability to get performance insights in real-time to achieve uplift from PPC marketing.

Since partnering with GOA, Nissan has already seen a 136.6% increase in conversions and a 56.4% cut in the cost of conversion across its core business area. By automating the campaign management and optimisation, Nissan has also been able to free up its team to work on strategic tasks.

Chorlton said: “We’re delighted to partner with Nissan to help it generate a greater return on investment from paid search than ever before. The results speak for themselves – we know our intelligent analytics are able to drive the best results for brands when it comes to PPC and paid search advertising, and we look forward to working with Nissan going forwards, to ensure they see the best results from their marketing.”

Nissan also works with French data, digital and tech agency Artefact, ad agency TBWA London and CRM shop Critical Mass.

Last year, it ran a major ad campaign for the Nissan Qashqai to tie in with the 50th anniversary of the Moon landing. It showcased  ProPILOT – the first iteration of the Nissan Intelligent Mobility’autonomous driving technology – in the UK.

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