Kia Motors has internally identified the need to utilize big data analytics (BDA) for its marketing campaigns to maximize the efficiency of its investments. An analytical model was developed to recommend the right type of vehicle for a customer based on the integration of internal and external information. Recognizing that the results of the model can be applied differently to its advertising and promotional efforts, Kia Motors decided to split the teams in their activities while sharing the same model.
The analytical model uses an extraction algorithm that sorts out prospective customers based on data collected through partnerships with SK Telecom, Daum Kakao, and Google. Close collaboration was carried out between the Kia Motors team and its partners to ensure there is an alignment between the data and its interpretation. In addition, machine learning (ML)–based customer behavior predictive modeling was also implemented. As a result, both advertisements and promotions improved from previous campaigns by over 400% and 300%, respectively. Since then, Kia Motors has used data analytics in its business processes to drive all marketing campaigns.