KIA and Incubeta use data to drive the customer journey

The car manufacturer is looking to use an Audience Analysis Model to rev up better customer and user experiences.

KIA has partnered with marketing agency Incubeta in a year-long deal to drive the South Korean car giant’s future marketing strategies through insightful data usage.

The partnership aims to provide KIA with a more detailed picture of its audience with a deep dive into its collected data to drive a higher level of engagement across its campaigns.

It will primarily focus on developing an Audience Analysis Model in Big Query and defining a best-in-class foundation for Google Cloud projects to give KIA actionable insights to help create better customer and user experiences.

Driving growth with data insights

Incubeta has doubled in both size and profitability in the past 18 months and its current partnerships include the L’Oréal group and Les Mills.

Jessica Jacobs, Global Chief Customer Officer at Incubeta said: “As we head towards a new age of advertising, driven by first-party data, there is a growing need to have a much deeper understanding of our audiences and we will use this to ensure KIA’s vision is carried across to all of its markets.” v“We look forward to working with Incubeta to reshape our data driven marketing strategies and are eager to see what the future of our partnership holds,” added Sun Hur, Senior Manager, Brand Intelligence Team of KIA.