Shrewd automotive marketers use one-to-one marketing tactics to individually reach consumers actively shopping for new vehicles. One of the more potent and efficient methods to do so is using third party lists of consumers who have recently been online shopping for very specific cars, and who have consented to receive messages from select marketers. If you're not familiar with the mechanics of this method, read this.
The good news is that this method of marketing is very precise, cost effective and can scale to high enough volumes to truly move the needle for large auto OEMs and their agency partners. One drawback has been that - until now - certain details about those specific shoppers have not been available to marketers.
Yes, marketers can precisely select their geography, gender, age, HHI, marital status, presence and age of kids. But one set of data points that haven't been available is the so-called User Agent data for the individuals on third party lists who open and click on emails from OEMs.
This User Agent data consists of specifics like the browser, operating system and device type being used by the email recipient. This is pretty valuable data, but because the list owner controls access to these consumers, marketers who rent access to these lists never get to see those details. Until now.
CampaignTrac, Infocore's campaign analytics system, tracks all these data points for consumers opening and clicking on third party lists. Below is an aggregate summary of User Agent data for US-based Automotive Shoppers the period of January – July 2017: