ACQUISITION OF AUTOSCOUT24 COMPANY ANALYSIS - USE CASE - SYMANTO
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Use Case
Acquisition of AutoScout24
Company Analysis
1
2
EXPLOIT THE POTENTIAL OF TRUE
CUSTOMERS’ VOICE ON SOCIAL MEDIA
Daily …
500 million stories
95 million postings
500 million tweets
and so much more
online.
2
3
WHY SOCIAL MEDIA AND WHY TEXT
ANALYTICS WITH THE PSYCHOLOGY AI
1. Time saving through delivery of market overview results within days
2. Cost efficient through fully automated AI
3. Large quantity data through access of all social media channels
4. True customer perspective by analysing relevant data
4
AI-BASED TEXT ANALYTICS - CASE STUDY
Due Diligence – Within a week with reviews and social media
AutoScout24 is a leading European marketplace for buying and selling
new cars, used cars, motorcycles and commercial vehicles. It’s
represented in 17 countries with its offers and services.
Recently, in April 2020, AutoScout24 was sold to Hellman & Friedman,
a private equity firm based in San Francisco.
Within this market analysis, we provided an overview
on …
1) biggest competitor,
2) brand positioning and
3) optimization potentials
to increase customer satisfaction and brand value of
AutoScout24.
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What we’ve discovered within less than 1 week
AutoScout24 insights summary
1 2 3
AutoScout24 has the AutoScout24 needs to focus on AutoScout24’s customers are
higher Share of Voice, better communication and mainly rational decision
however – mobile.de replies as well as a smoother makers.
has the higher Net purchasing process in order to
Sentiment and therefore stay Europe’s market leader. They are more information-
a greater client seeking than mobile.de
satisfaction. Update Spring 2020: customers.
AutoScout24 launched a new Action
website and app design Seeking
Self
Emotional
Revealing
Fact
Rational
Oriented
Information
Seeking
5
6
Overview
We have collected 8369 comments & reviews from forums, blogs &
social media around AutoScout24 and its competitor mobile.de
Input Market understanding
WHO THE CUSTOMERS ARE
Unstructured data
P Sfrom
Y C multiple
H O L O sources
G Y A I WHAT MATTERS TO THEM
1
Understand the accurate
meaning of what your
Customer
customerssurvey
write data THEIR SENTIMENT
CRM
Mobile apps
2
Profile
Social networks DRIVERS & BARRIERS
customers based on
Reviews
psychographics
Forums
News sites
COMPETITIVE INSIGHTS
Chatbots
… and more Etc. PSYCHOGRAPHICS7 Share of Voice Out of these 8369 comments & reviews, 6306 are for AutoScout24 and 2063 are for mobile.de. Therefore, AutoScout24 has the higher share of voice…
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What do customers talk about?
Within these comments, customers mainly talk about price, promotions
& offers, as well as the service offered by the marketplaces.
Price 14%
Promotions & offers 11%
Service overall 8%
53%
14%
Website overall 8%
Product
Service
Communication & replies 7%
Customer Satisfaction
33% Website design 6%
Overall experience 4%
Purchasing process 4%9
AutoScout24 vs mobile.de
In 7% of AutoScout24 conversations, customers directly refer to
mobile.de, whilst only 1% vice versa.
Mobile.de customers seem to be more loyal…
All AutoScout24 conversations All mobile.de conversations
7% 1%10
Net Sentiments
… also the Net sentiment for mobile.de is significantly higher than the Net
sentiment for AutoScout24 – which indicates a higher level of customer
satisfaction for mobile.de.
Positive
Neutral
27%
Negative
36%
20%
54%
46% 18%
Net sentiment: - 27 % Net sentiment: - 10%
The Net sentiment is the net value of all those opinions expressed on social media about a brand or product. Calculated the
following way: Total positive mentions minus total negative mentions.11
Top barriers and drivers
Besides price, the most negative mentions are around communication &
replies, the most positive mentions are around the overall experience.
Barriers Drivers
Promotions & offers
Service overall
Website overall
Purchasing process12
Top barriers and drivers
We are not going to focus on price but highlight the discrepancies between
the two brands: Communication & replies and purchasing process.
Barriers Drivers
-17% 28%
-10% 23%
-3% 13%
Promotions & offers -2% 8%
Service overall
-1% 10%
-4% 6%
Website overall
-1% 7%
-1% 5%
-10% 9% Note: Re-design of
-8% 10% AutoScout24‘s
Website and App in
-1% 11%
Spring 2020
0% 5%
-2% 23%
-1% 24%
Purchasing process
-1% 3%
-5% 18%13
Original comments
Communication & replies and purchasing process.
Positive examples of comments Negative examples of comments
Gleichzeitig habe ich Miserabler Ablauf des
das Fahrzeug auch bei Express Verkauf.
Autoscout24 inseriert . Kundenservice:
Dort mit gleichen Daten Fehlanzeige!
inseriert und siehe da
Preisbewertung bei
AutoScout24 war fair! Die Antwort auf meine Nachfrage
beim Kundenservice von warum
das so ist ..." das ist halt so "...!
Wie die Preisbewertung zustande
The website provided very kommt wollte man mir nicht
good tools and app to beantworten.
manage my contacts and
the requests I got.14
Customer personality types
Improving communication is important for AutoScout24, since its
customers thrive for better & detailed information (“information seeking”).
Action Seeking
Self Revealing Emotional
Emotional Makes decisions based on emotional reasoning
Rational Makes decisions based on rational reasoning
Fact Oriented Shapes opinions based on facts
Rational Fact Oriented
Self Revealing Shapes opinions based on experiences
Information Seeking Provide detailed information to convince them
Information Action Seeking Provide solution for them to act
Seeking15
What we’ve uncovered within less than 1 week
AutoScout24 insights summary
Update:
AutoScout24 was bought by Hellman & Friedman, an American private equity
company
for 2,9 billion Euros in April 2020.
The purchasing price was well above analysts‘ expectations.
„We raised a record amount for an online advertising business. The
result is far beyond what we were predicting.“ said former AutoScout24
CEO Hartman.
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- Competitors
- Topics
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weaknesses
- Opportunities17
Appendix
About Symanto18
Who we are
A diverse team with leading industry experts in Deep Learning & Natural
Language Processing at the forefront of AI development since 2010.
+70 employees including 5 international locations Collaboration with professors,
researchers in Europe & US
+29 US UK Germany Spain N. Macedonia
deep learning experts
psychologists
data scientists
AI engineers
from 32 nationalities
+80 research papers
9 PHDs19 Selected global clients We’ve helped many clients with our Psychology AI throughout different industries.
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THANK YOU VERY MUCH
FOR YOUR ATTENTION
Anna Eibach
Sales Manager
anna.eibach@symanto.com
Mobile: +49 151 42222542
Symanto is a leading Artificial Intelligence company in utilizing Psycholinguistic Profiling to provide a deep understanding
of the human motivations, attitudes and emotions behind behavior. Using a unique algorithm with the principles of
psychology, natural language processing and deep learning, we are able to humanize data by finding personality traits
attitudes and motivations. Since 2010, we pursuit to provide the deepest possible customer understanding. We continue
to merge different disciplines, cultures, exceptional expertise and skills, which makes us grow rapidly and dynamically.
For more information visit: www.symanto.com
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