Jason Easton - Environics Analytics

Driving Sales with Data-Based
Market Analytics
Jason Easton
Director, Sales, Service & Marketing, Toronto/GTA
General Motors of Canada
9th annual user conference
#EAUC2015
Previous Market Strategy
National and Regional
Levels
Aspirational Audience
Targets
#EAUC2015
Bridging the Gap
Who is the Target audience in Toronto?
?
#EAUC2015
Typical Chevy Buyers Just don’t Live in
Toronto
#EAUC2015
Toronto’s Prospective Buyers
Determining Chevrolet’s Lowest Hanging Fruit
Chevrolet
Registrations
7 Target Groups
#EAUC2015
Toronto’s Prospective Buyers
Determining Chevrolet’s Lowest Hanging Fruit
Chevrolet
Registrations
1. Maintain
2. Grow
3. Conquest
7 Target Groups
#EAUC2015
Personifying and Locating target Groups
Demographics
Media Preferences
#EAUC2015
Social Values
Execution: A familiar Challenge
What is the best way to present data
in a way that is easy for dealers
to digest and execute on?
#EAUC2015
Solution: Dealer Information Packages
#EAUC2015
Short-Term Benefits
• Localized marketing plans
• Increased dealer engagement
• Dealer buy-in on strategic planning
#EAUC2015
Long-Term Goals
Applying the same approach to other major markets
#EAUC2015
Plans for the future
• Align national and regional marking efforts
• Improve effectiveness of media spend
• Enhance capability and willingness to
incorporate analytics into everyday
decision-making
#EAUC2015
Key Takeaways
Don’t be afraid to ask questions
Engage the right partners
Be open to surprising results
#EAUC2015
Thank you.
Questions?
9th annual user conference
Jason Easton
Director, Sales, Service & Marketing, Toronto/GTA
General Motors of Canada
jason.easton@gm.com
905.644.6040
Allison Whiteside
Director of Business Development
Environics Analytics
allison.whiteside@environicsanalytics.ca
647.800.1459
9th annual user conference