AustraliaTechnology and telecom2025 – ongoingCarsales
Purchase-intent prediction and audience segmentation
Carsales reported 23% higher push-notification engagement after AI-based audience targeting
Problem
Carsales needed to distinguish visitors researching vehicles from those approaching a purchase. Its existing behavioural data needed to inform marketing timing.
Approach
The mediahouse team used Adobe Customer AI within Adobe Real-Time CDP to predict purchase intent and refine audience segments. It connected those segments to marketing messages using behavioural signals already consolidated in its customer-data platform.
Results
Takeaway
The reported engagement improvement followed the connection of buying-stage predictions to marketing messages. Carsales did not disclose the measurement method or comparison period.
Categories
- Industry
- Technology and telecom
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and ML
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
Mediaweek interviewed Carsales executive Stephen Kyefulumya about Adobe Customer AI. Carsales reported better purchase-intent identification and higher push-notification engagement after using behavioural predictions in its marketing.
Full details are in the original sources.
