Customer insights drive Audi’s ad campaigns

Measuring campaign effectiveness

Audi is one of the world’s leading premium car manufacturers, delivering over 1.8 million cars every year. With the automotive shopping experience becoming increasingly digital-focused, the company was looking for a way to measure the effectiveness of their TV and video advertising campaigns in driving consideration for Audi vehicles.

Listening to the voice of the customer

Audi turned to Emplifi to launch a Voice of the Customer program that provided their team the ability to collect, measure and analyze Audiusa.com’s visitor perception of recent advertising campaigns for the Audi A4 and Q7 models, and for an advertisement shown during American football’s biggest (and most-watched) game! Using Emplifi VoC, Audi was able to identify visitors who went to AudiUSA.com because they had seen a recent TV or video advertisement. Visitors were then asked to share their feedback about specific aspects of these advertisements.

Concise customer feedback to drive ad decision making

With the insights provided by the VoC program, Audi was able to compare how different demographic groups rated their satisfaction towards specific advertisements. Also, they were able to measure the impact different campaigns had in guiding visitors to learn more about Audi and, ultimately, contact an Audi dealership.

With the help of tailor-made reporting generated by our team of experts, Audi was able to easily review and dig deep into their audience’s feedback to generate roll-up reports they could leverage to guide their future advertising campaign efforts.

“This program has helped us gain a deeper understanding of our marketing efforts by adding a qualitative dimension to our analytics,” said the Manager of Brand Digital Operations & Innovation at Audi. “Also, the custom KPI dashboards that were created for us were concise, simple to view, and extremely valuable for decision-making.”

The takeaway

Audi produces luxury vehicles that offer comfort and high-end technology, and the carmaker wanted to ensure that users have a similar experience when visiting their website. Audi partnered with Emplifi to engage customers for their feedback with responsive, secure, and accessible survey technology. By understanding the customers’ needs, expectations, and perceptions of their advertising campaign, they were able to adjust future campaigns.