Every Signal Counts
Can-Am Off-Road, one of the world's leaders in the all-terrain vehicle market, aimed to grow its sales by 45% and gain 6 market share points over the past year.
The Results
The Problem
As a manufacturer without a transactional website, vehicle sales are managed by independent dealers. Therefore, we measure the success of our digital campaigns by the number of information forms completed on the Can-Am website.
Supply chain issues led to a shortage of vehicles, significantly impacting the automotive industry. This major disruption affected user behavior on the Can-Am website. While completed forms, our primary performance indicator for digital campaigns, decreased, actions related to visiting a dealership increased.
This change in behavior, combined with ambitious sales goals, presented a significant challenge. To adapt to this new reality, we completely revised how we optimize and analyze our search engine marketing campaigns.
A bold and new approach in the industry
This approach is new in the industry and has never been tested before. The creation of a new performance indicator, the B-Value, allowed us to completely rethink the optimization and analysis of our search campaigns to better adapt to new consumer behaviors.
Having the courage to change our approach has definitely been beneficial. When we look at the results, the numbers don't lie. All our performance indicators are up!
The latest Marketing-Mix Modeling (MMM) for Can-Am Off-Road showed that digital campaigns contributed 40% of overall sales. By using the B-Value in more search campaigns and other digital campaigns in the coming year, the effectiveness of each dollar invested should be significantly improved.
Our goal is for our digital campaigns to play an even more significant role in Can-Am Off-Road's overall sales. We aim to support them further in their mission to become the world leader in their category.
Identify the most relevant actions
Sales data from the past four years and user actions on the website enabled the development of a regression model. This model identifies the actions most correlated with sales, assigning a value from 0 to 150 to each action. The more correlated an action is with a sale, the higher its value, helping us identify users performing the most relevant actions on the website. This index has been named the B-Value.
Pre-launch phase
A pre-launch phase was necessary to manually assign values to each action to be used for the B-Value on the platform. Before testing, a 4-week waiting period was crucial to ensure the accuracy of the recorded data. The platform also needed to recognize that values were assigned to the actions.
Implementation of the B-Value
At this stage, all our work paid off. We revised our search campaign automation strategies to integrate the B-Value. This integration optimized keyword purchasing to attract users most likely to perform sales-related actions. To measure the impact of the B-Value, we conducted A/B tests, unequivocally confirming its positive effect on campaign performance.
A successful campaign
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