Automotive · Sorento conquest

Kia reaches $15.64M in estimated vehicle revenue.

Datasys conquest audiences helped Kia reach buyers outside the brand, connecting $80,000 in media spend to 391 Sorento sales in Sacramento and Portland.

estimated vehicle revenue

media spend

The challenge

Grow without targeting current owners.

The goal was true conquest for Sorento ICE and HEV, not spending against people already inside the Kia or Hyundai family.

Datasys began by suppressing current owners, then read each market on its own terms: commuter and family-formation context in Sacramento; fuel efficiency and long commutes in Portland.

What Datasys did

Suppress first. Follow the signals.

Replacement timing, finance, hybrid, lifestyle, and behavioral signals shaped the remaining opportunity.

Display built reach and supported retargeting, email drove direct response, and paid social carried mid-funnel engagement. A random holdout was reserved for lift measurement.

Cumulative matchbackMatched Sorento sales

158

290

391

30 days

60 days

90 days

The results

The sales curve kept rising.

At 90 days, 391 Sorento sales represented $15.64 million in estimated vehicle revenue and $1.173 million in estimated gross profit under the client-supplied assumptions. The $80,000 media investment equated to approximately $205 per matched vehicle and $14.66 in estimated gross profit per media dollar.

Sorento sales at 90 days

estimated gross profit

estimated gross profit per media dollar

Measurement note

Results are cumulative unique matches against 239,739 contacted consumers. Estimates use $40,000 revenue and $3,000 gross profit per vehicle; they are not actual transaction values or measured incremental lift.