When purchasing a car or truck, consumers are often unsure which vehicle would be best for them and spend an average of 20 hours researching online before making a purchase. All that research and browsing activity can yield valuable data for OEMs and dealers to leverage in their marketing.
But that data is only a part of the picture. Complementing that information is additional insight about consumers’ actual purchase behaviors and preferences expressed in how they prioritize their spending across multiple categories, including retail purchases, publications, and charitable donations. This vast transaction-level data—contained in the Wiland Database—is the key to predicting what vehicle an individual is likely to purchase. This enables us to deliver highly targeted audiences that can be deployed across all marketing channels.
Wiland’s predictive modeling technology can identify optimal prospects before they are even in-market, and inform marketing efforts once they show an interest in a particular make or model, including those of competitors. Integrated with social, location, and demographic information, Wiland solutions give automotive marketers a crucial edge in the ultra-competitive automotive marketplace, resulting in better responses and increased buy rates.
The result? More vehicle sales, increased market share, and better marketing ROI. With this kind of intelligence and insight, automotive brands are empowered to transform their marketing efforts from merely being directionally correct to being precisely targeted.
New Customer Acquisition
Find customers before they are in market. Wiland’s predictive analytics and modeling solutions identify the best new prospects from within our vast consumer intelligence database. This means you can augment the data used in acquisition marketing to improve response rates for better campaign ROI in all channels.
Increasing Revenue from Current Customers
Understand your buyers as never before. Our extensive data, analytics, and segmentation techniques allow you to concentrate resources on the most promising customers in your customer database. We can help you avoid the high cost of continuing to pursue the wrong customers, and focus on those whose behavior, as indicated in our data, indicates brand loyalty, and other relevant behaviors.
Reactivating Lapsed Buyers
If buyers have migrated to other brands, we can provide insight that will identify those most likely to respond to your offers to “come home” to your brand. Combined with what you know about past customers, Wiland’s data can optimize your win-back marketing efforts, before or after it’s clear that a buyer is back in the market for a new vehicle.
Lead Scoring and Customer File Optimization
Focus your marketing efforts (and dollars) on the customers who are most likely to respond to your advertising and promotions. As automotive brands generate a vast number of buyer leads through their advertising efforts, Wiland predictive modeling will help score and rank those leads for subsequent marketing efforts.
Digital Channel Optimization
Wiland’s Custom Digital Audiences drive response in the many digital channels where automotive marketers advertise. Our intelligence-driven approach to people-based marketing combines what an automotive brand knows about auto buyers with all that we know about American consumers. The result is highly-optimized digital audiences deployable in display advertising, mobile, video, social, and addressable television.
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President, Ultimate Data Division
Mike is a catalyst for change who infuses the organization with a customer and market centric mindset. He is responsible for leading Wiland’s Ultimate Data Division. This includes the sale of non-cooperative database products across all markets, the development of co-created marketing audiences via audience partners, the overall management of the Automotive, Financial Services, and Consumer Packaged Goods (CPG) industries, and the development of digital newsletters and the direct-to-consumer data aggregation businesses.
Mike has over 20 years of experience in the information industry. He held general management and sales roles on the leadership teams at R.L. Polk & Co. as well as IHS Automotive. He led global product management organizations and North American sales and marketing teams, as well as leading corporate restructuring efforts in the U.S. and Europe. Mike was inducted as a Young Leader into the Automotive Hall of Fame in 2006 and remains active in the automotive industry. In addition to his focus on the company’s data products and partnerships, Mike brings a wealth of expertise in strategic planning, operations management, brand management, and leadership development.
Mike is proud to come from a family of small business owners and entrepreneurs. His great-grandparents founded the town of Gingellville in 1837 after receiving a land grant from President Andrew Jackson and successfully ran the hardware store, grocery store, and gas station for multiple generations. Mike received his undergraduate degree from Oakland University and his MBA from Wayne State University. When he is not working, Mike enjoys participating in his kids’ sporting events and local politics. He is currently serving his fifth term as an Oakland County Commissioner and is the Chairman of the Board of Commissioners.
Favorite Quote: “Leadership and learning are indispensable to each other.” —John F. Kennedy
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