Supercharge your 2025 marketing campaigns with driving behavior data Read article

The ways consumers live their lives have changed dramatically in recent years. They move, shop, work, eat and sleep differently — leaving marketers to figure out how best to reach them in their altered, yet still busy, daily lives.
But overwhelmed marketers might find solace in solutions coming from a somewhat unlikely place — how drivers behave behind the wheel. They’re back on the road at pre-pandemic levels and with every mile driven, tech companies are getting a better idea of how drivers’ behavior is different. They’re driving faster and at different hours, and even choosing to get in the car over public transportation more than they did before the pandemic. Understanding this change in movement and rethinking age old KPIs and driving data can teach us a lot about evolving customer value.
During the pandemic, brands experienced a fundamental shift in the way their customers went from point A to point B — whether they realized it or not. Sixty-percent of Americans said they drove less during the pandemic, and there’s evidence of riskier driving habits and an increase in serious crashes. While most marketers don’t need to account for risk in their own customers’ behavior, they do need more accurate intelligence. The commutes, routines, last-minute errands, road trips and social gatherings that require driving look radically different than they did two years ago. Marketing teams can no longer bank on customer ‘normal’ behavior to drive sales or engagement.
So, how can marketers adjust to such a monumental change in customer behavior, and what lessons can marketers take away from it? As more robust driving datasets give us a deeper understanding of customer behavior, there are a variety of new ways marketers can put what this information reveals into practice.
Similarly, car dealerships and auto repair shops are starting to use driving behavior data to identify and target riskier drivers that may need their services on a more regular basis due to their driving habits. But to do so, they’ve had to embrace new technology and be willing to incorporate new ways of evaluating customer risk beyond traditional means. The lesson for marketers in other industries? If you’ve experienced a fundamental shift in the way your customers behave, seek out bigger and better data that can help you understand the change. The results are proven: According to research published in 2020 by William Blair, companies that focus on higher customer LTVs are measurably more technologically mature and attractive to investors.
Marketers in the auto industry are pivoting quickly after the pandemic thanks to an innovative approach to data. This has helped them contextualize the changing movements of their customers and use that information to gain a deeper understanding of customer needs. By incorporating longer-term factors into KPIs and consistently seeking better data to make more informed decisions, all marketers can benefit from a new understanding of their customers.