EnCar analyzes ad effectiveness, proposes personalized model

07 Jan 2019

South Korean used-car marketplace EnCar.com has introduced an ad analysis service to help dealers formulate sales strategies based on big data from 1 million annual transactions.

The service is available to dealers who deal with more than a dozen monthly transactions. It will help them devise strategies for targeted sales with indicators like quotes and views. The AI system analyzes sales data like the number of hits an ad gets, vehicle prices and the market situation.

The automotive marketplace has also started testing a beta version of a new service that recommends vehicles in line with a user’s parking ability, gender, favorite hero and desirable driving style.

The suggestion tool asks basic questions from first-time buyers. Their answers are then categorized and algorithms are used for matching, according to their preferences.

SK EnCar started its used-car business in 2000. It offers both online and offline services. CarSales (ASX: CAR) took full ownership of EnCar.com in a deal worth $244 million AUD ($184 million U.S.) in 2017.

EnCar.com’s main competitors in Korea are mobile-first horizontal HelloMarket’s auto vertical and HiCarz.

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Tariq Ahmed Saeedi

Tariq Ahmed Saeedi writes stories on sharing economies in Asia – particularly Japan, Taiwan, Vietnam, Korea, Pakistan, Bangladesh and Iran. He joined the AIM Group in January 2016. Tariq is also a spotter, monitoring global marketplace industry’s updates. He carries more than 15 years of writing experience. Tariq frequently contributes economic/tech news and analysis to a daily The News International and a magazine. He has also written features and interview articles for various other publications and some of his write-ups have been cited for references in reports by the World Bank and archived in Florida Institute of Technology’s library. Tariq has also narrated corporate website content for Audi importer in Pakistan and others. He started his career from a television’s current affairs department in 2003 and later joined the country’s premier news agency Pakistan Press International.