Malaysian Media Awards Winners Showcase





2023 | |

From War Room to Boardroom

Advertiser: UMW Toyota Motor Sdn Bhd
Brand: Toyota
Creative Agency: SEED INTEGRATED MALAYSIA
Credits: -

Objective & Challenge
Toyota Malaysia has been implementing their always-on performance ad campaigns for the past three years, prior to our involvement in the team. These campaigns have served as a means for the brand to effectively measure and manage key performance indicators (KPIs) across the marketing funnel, particularly from a digital standpoint. As part of this continuous process, it is crucial for us to explore ways to enhance the monitoring, execution, and optimization of decision-making processes that ultimately impact media buys. The question we faced was: How can we improve upon a process that Toyota management is already comfortable and familiar with? To address this, we recognized the importance of taking a step back and examining how we can streamline the time-to-decision and enhance the accuracy of decisions when allocating monthly digital advertising budgets. This approach would ensure that all KPIs are met while maintaining a robust sales pipeline. Our objective was to facilitate faster and more informed decision-making, enabling us to allocate resources effectively and efficiently based on real-time insights and market dynamics. Through this approach, we sought to enhance the overall efficiency and effectiveness of Toyota’s digital advertising strategy, ensuring that every marketing dollar spent delivers maximum impact and contributes to a strong and sustainable sales pipeline.

Insight & Strategy
Managing 160 concurrent campaigns each month to support the sales and order bank of 20 models is a complex and demanding task. The seamless execution of these campaigns requires significant resources and can become labor intensive. Additionally, without automated reporting, it becomes challenging to identify campaign errors, detect market abnormalities, and make timely adjustments to prevent any sales disruptions. In the highly competitive automotive industry, the speed and accuracy of decision-making are crucial for maintaining a competitive edge. To address these challenges, our team took on the task of developing a customized real-time performance dashboard. This dashboard provides a comprehensive visualization of each campaign, enabling us to analyze month-on-month performance by model and media channels. By having access to this holistic view, we can assess the effectiveness and impact of digital spending on daily key performance indicators (KPIs). With real-time data at our fingertips, we can ensure that management decisions are based on the most up-to-date information available, rather than relying on outdated data from the previous month caused by delayed reporting by multiple intermediaries.

Execution
Building a realistic and meaningful dashboard requires careful consideration and a diligent approach. While anyone can create a dashboard using readily available tools online, we took specific steps to ensure the effectiveness and usability of our dashboard. To begin, we developed a beta version of the dashboard. This allowed us to identify necessary upgrades based on real user frustrations and satisfaction. It’s common for clients to expect numerous features, but in reality, they only utilize a small percentage of a dashboard’s capabilities. By focusing on essential features, we avoid wasting resources and overwhelming users with excessive data. After six months of utilizing the beta dashboard, we gained a deeper understanding of Toyota’s daily, weekly, and monthly reporting requirements. We studied the existing Excel reports used by the client’s user team and engineered the dashboard accordingly. By aligning with the discussions and decisions made in the boardroom for each model planning, we extracted the metrics that truly matter. This approach helps clients avoid data paralysis and focus on key insights. Once we streamlined the dashboard, we began monitoring the metrics that have a significant impact. Daily updates on the performance of each car model allowed us to plan marketing activities accordingly. For example, if a model consistently achieves a low cost per lead (CPL) despite fixed variables in our performance strategy, it indicates high market demand, and we can postpone media campaigns. These insights provided Toyota with a more accurate direction for business decisions, reducing unnecessary advertising and promotional budget wastage. Conversely, if a model’s CPL continuously increases despite various performance measures, the business unit team is alerted to plan a sustained campaign to counteract declining awareness. Additionally, our dashboard includes clear month-on-month monitoring to identify the onset of creative fatigue. This proactive approach allows Toyota to refresh its advertising efforts promptly, without waiting for key performance indicators to decline.

Effectiveness
The implementation of our dashboard not only improved process efficiency but also enhanced the effectiveness of Toyota’s business decisions. Here are some key outcomes we achieved: 1. Better Campaign Management and Faster Decision Making: Our dashboard facilitated improved campaign management, allowing for faster decision making. This led to a 217% improvement in overall cost per lead (CPL) and a cost savings of 6.8% (1). 2. Increased Lead Generation: Since the deployment of the dashboard, we delivered a remarkable increase of 220% in leads over the past 12 months. This significant growth in lead generation can be attributed to the optimized campaigns and data-driven decision-making supported by the dashboard. 3. Identifying Efficacy and Issues: The dashboard enabled us to identify the efficacy of tactics applied to each campaign and platform. For instance, when Toyota revamped its website, we quickly detected a significant drop in “Store Locator” clicks the following month. This allowed us to flag the issue promptly, leading to Toyota rectifying the user experience (UX/UI) on their new website. As a result, the click trend was reversed from January onwards. 4. Clear Insights and Efficient Investments: Decision makers now have access to customized reports that provide them with the exact information they need. They can clearly identify the best-performing platforms for various customer touchpoints, such as test drive leads, brochure downloads, and store locator usage for their respective models. This allows for balanced investments across platforms, maximizing efficiency and return on investment (ROI). Overall, our dashboard has significantly improved the speed and accuracy of decision-making processes between the war room and boardroom. It empowers Toyota’s teams to optimize campaigns, address issues proactively and allocate resources strategically to drive better business outcomes. Sources: 1. Toyota Performance Dashboard 2. Toyota internal data