Automaker Increases Revenue By Unifying Customer Data

Executive summary

As one of the world’s largest automakers, this company has millions of customers engaged with its iconic brand portfolio across multiple global markets. The automaker wanted more insights into customer behavior to shape important moments in the customer journey and enhance the customer experience.

Using Treasure Data Customer Data Platform to create unified customer profiles, segment audiences, and build predictive models, the automaker has uncovered a $125M annualized margin and achieved a 1,000% conversion rate improvement across various campaigns while also enhancing customer satisfaction and service and strengthening customer retention.

Challenges

With multiple automotive brands across its global portfolio, the company needed full visibility into vast quantities of distributed data to improve customer engagement and drive revenue. But measuring the customer experience across numerous brands – and millions of customers – was proving challenging, especially in light of privacy concerns and compliance requirements.

Solution

In the automaker’s search for a customer data platform, Treasure Data Customer Data Platform stood out for its robust data governance and customer analytics capabilities, as well as its ability to deliver value across the entire customer lifecycle. Since deploying Treasure Data Customer Data Platform, the automaker has seen an estimated $68.8M increase in annual value due to boosted sales, greater conversions, and more efficient lead scoring.

Results

The automaker is now using data-driven customer insights enterprise-wide to improve customer service across the board. With Treasure Data Customer Data Platform, the automaker has been able to unify information across all touchpoints for more accurate and personalized customer experiences, including private offers and targeted campaigns. It is using the data to figure out what kind of rewards or discounts will be most effective in driving customer engagement and loyalty and adjusting its incentive offers accordingly.

In addition, the automaker is using data segmentation and A/B testing to turbocharge marketing efficiency by identifying which audiences respond best to which campaigns. The results have been phenomenal, with as much as 1,000% conversion rate improvement across various campaigns and a 57% decrease in campaign execution time.