Toyota From War Room to Boardroom

Improve the time to decision, and the accuracy of decisions, on monthly digital ad spends, so all KPIs are met while keeping a strong sales pipeline.

With 160 campaigns running concurrently, errors and market abnormalities were hard to spot quickly, and decisions made in the boardroom were slow to reach the war room for all 20 models, through in-between personnel and delayed reporting.

Engineer the dashboard backwards from the discussions and decisions made in the boardroom for each model’s planning, extracting only the metrics that matter to avoid data paralysis.

Daily updates keep each model’s performance current, so upcoming activity is planned on today’s numbers: a low CPL indicates market demand, making sustenance campaigns more accurate, with less media wastage.

Month-on-month monitoring and huddles identify the onset of creative fatigue, so advertising is refreshed without waiting for KPIs to decline.

A clear indication of each strategy’s efficacy, per campaign and platform: a website revamp at the end of November caused a huge drop in store locator clicks in December, which was spotted and its UX/UI rectified to reverse the trend from January.

The best performing platform identified for each customer touch point (test drive leads, brochure downloads, store locator), with ad spend balanced across platforms for efficiency.