Consumer & Market Analytics
Stop marketing to your whole database. Statistical models tell you which customers and prospects are most likely to buy, what they're likely to buy, and when to reach them, so budget goes to the right people instead of everyone.
Consumer and market analytics for motor vehicle OEMs involves using statistical models such as propensity scoring, geo-demographic profiling, market basket analysis, and churn modeling to identify which customers and prospects are most likely to buy, what they're likely to buy, and when to reach them. We apply these methods specifically to OEM and dealer databases in commercial vehicles, powersports, RV, marine, and heavy equipment.
Most OEMs Use Their Database for Broadcasts, Not Targeting
Most motor vehicle OEMs have a customer database and use it for broad communications like promotional emails, event follow-ups, and model year announcements. Few have models that score individual records by purchase readiness, match customers to the most relevant product, or identify geographic concentrations of high-potential prospects the brand isn't currently reaching. The result is marketing spend that produces awareness but not incremental sales.
The OEM-to-Dealer Opportunity
One of the consistently underserved opportunities in motor vehicle marketing is passing analytical intelligence down to the dealer level. OEMs run national consumer analytics but rarely translate that into actionable targeting for individual dealers. We package market-ready intelligence for dealers, including geographic targeting lists, behavioral segments, and product-matched outreach, so the entire network executes with data.
What Consumer & Market Analytics Includes
Six statistical methods applied to OEM and dealer customer databases to find the right buyers, target them precisely, and retain them longer.
Propensity Modeling
Propensity modeling scores every record in an OEM or dealer database by the statistical likelihood of that individual making a purchase, by product segment and within a given time window. Scores are derived from purchase history, geo-demographic profile, behavioral data, and market context. Ranked lists allow marketing teams to concentrate outreach on the highest-probability prospects rather than broadcasting to the entire database.
Geo-Demographic Profiling
Geo-demographic profiling layers census data, third-party consumer attributes, and geographic context onto an OEM's customer database to create a detailed picture of who the brand's buyers are: where they live, how they behave, and what their household and business profiles look like. This profile then becomes a template for identifying high-concentration prospect geographies the brand has not yet penetrated.
Lifetime Value Analysis
Segment customers by long-term revenue potential, not just recency or frequency. Lifetime value analysis prioritizes retention and upsell investment toward the accounts that produce the most value over time, so marketing resources concentrate where they generate the greatest return across the full customer relationship.
Market Basket Analysis
Market basket analysis identifies natural co-purchase patterns in a dealer's or OEM's transaction data: which products customers who bought X are statistically more likely to also buy. For motor vehicle OEMs, this applies to product line cross-sell, parts and accessories bundling, and service package design. It also informs inventory recommendations: which product mixes are likely to perform together in a given dealer's market.
Churn Modeling
Churn modeling identifies customers showing early behavioral indicators of disengagement, such as declining service frequency, purchase interval elongation, or competitive brand signals, before they've fully lapsed. By surfacing at-risk customers while there's still time to intervene, OEMs and dealers can trigger targeted retention outreach rather than attempting reacquisition after the relationship has ended.
Prospect List Development
Build geographically and demographically targeted prospect lists for dealer-level or national campaigns. Prospect profiles are matched to the OEM's best existing customer profile, so outreach reaches the people who most resemble proven buyers rather than an undifferentiated audience.
Consumer & Market Analytics FAQs
Propensity modeling in motor vehicle marketing is a statistical approach that scores customers and prospects in a database by their likelihood to make a purchase within a defined period. Models are trained on historical purchase data, geo-demographic attributes, and behavioral signals. The resulting scores allow OEM and dealer marketing teams to concentrate budget on the highest-probability buyers rather than treating all database contacts equally.
Last reviewed: June 2026
Make Your Next Network Decision with Data Behind It
From open point analysis and dealer performance to consumer targeting and CSI, we help commercial vehicle, powersports, RV, marine, and heavy equipment OEMs act on evidence instead of instinct. Every engagement starts with a free discovery conversation about your network, your data, and the decision in front of you.
Brands Tracked
Our national dealer tracking database monitors add/drop activity across 55+ motor vehicle brands.
Reports in IDEAS
Over 500 separate reports implemented in IDEAS.
Industries Served
Commercial vehicles, powersports, RV, marine, heavy equipment, and multi-location businesses.