P & L Product Launch
FordDirect

While at FordDirect, I led the creation of a programmatic media offering for the Ford and Lincoln dealers, underpinned by an in-house team, which I hired and launched.

The P & L analysis contained the following variables: 

Revenue

• Dealer enrollment counts in the Package

• Revenue per Package Subscription

• Dealer enrollment counts in the Program

• Average media spend per Dealer 

Ongoing Costs

• Platform license fees with tiering

• Product set-up costs 

• Mail costs as a % of revenue

• Media plus tech fee 

• Staffing 

• Incremental current tech support required

• New hosting costs

• New IT Support costs 

• New IT license fees

• Analytics

• Call tracking

Set-up/Launch Costs

• IT support

• Product support

• Development costs 

• Onboarding xx new employees 

• Facilities costs 

We launched the program and enrolled dealers. The initial results showed a significant decrease in the cost-per-lead when we suppressed the Tier 1 spending (collaboration of the audiences within the same tech stack allowed the suppression).  Although the test was with a small number of dealers, it fueled the evolved strategy which was to deploy the method to a new agency choice model supported by FordDirect’s bespoke data capture enablement, governance, and audience targeting capabilities. We sunset the programmatic team. 

Today this program is called FordDirect Advantage, a program featured on a DataRobot webinar, "Optimizing the Customer Journey with Applied AI: A Use Case by FordDirect, RXA @ OneMagnify, and DataRobot."