Maruti Suzuki India Ltd. Uses CDP to

Rev Up Marketing

Maruti Suzuki Cuts Ad Costs, Boosts CTR, and Personalizes CX with Treasure Data CDP

Maruti Suzuki India Ltd.’s automotive brands are iconic in India, one of the largest car markets in the world. Already a leader there, with more than a 50% market share, Maruti Suzuki has embarked on digital transformation that puts customers at the center of everything they do.

But in a country so diverse and vast, how do you deliver the best automotive customer experience and match each consumer with the right dealership, and ultimately, the best car, service and add-ons? With Treasure Data Customer Data Platform (CDP), Maruti Suzuki has launched an ambitious new program that is already yielding cost savings and increasing both customer engagement and revenues in more than half a dozen ways.

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THE RESULTS

Quick time-to-value and impressive early results raise the bar for Maruti Suzuki’s omnichannel personalization effort underpinned by the Treasure Data CDP. Results include:

200%

Up to 200% higher CTR on ads using lookalike modeling to target new customers

1,100+

local dealership websites integrated with Treasure Data CDP

30%

ad costs saved with suppression & hyperlocalization

“Our organizational silos are fading away as people see what they can do with Treasure Data CDP.”

 

Vinay Pant
Vice President, Marketing, Maruti Suzuki India Ltd.

The Challenge

Like many automotive companies, Maruti Suzuki India Ltd. didn’t suffer from a lack of data sources. Data was coming from more than a dozen marketing platforms and other sources, but data integration and data stitching was a challenge and took far too much time. Marketers were on a monthly campaign planning cycle, limiting their ability to quickly run campaigns, get results, and modify their next campaigns based on the insights gained from the earlier ones.

Another problem was the lack of data completeness or detail in the data coming from different, often siloed sources. From one touchpoint to another, there were large gaps, and many potential customers who hit the website never made it to the dealership. To reap the rewards of digital transformation, Maruti Suzuki needed a full end-to-end view of engagement and a leading edge automotive marketing approach with customer analytics to match.

The Solution

Today, more than 1,100 auto dealership websites have been tagged, billions of records unified, and personalized automotive buyer customer journeys implemented. Advertising campaigns tap into always-updated Single Customer Views (SCVs), ad targeting has improved, and the initial results are already paying off for Maruti Suzuki.

Conversion rates are up, cost savings increased by avoiding wasted spend, and with newfound CDP capabilities, a rewards program for increased customer loyalty and retention has been successfully relaunched. Top executives expect even bigger payoffs down the road, as the company discovers the power of data to transform all of its operations and develops into an automotive marketing leader.

More complete customer data helps fuel a new loyalty program.

Ad targeting is more efficient, and ad suppression results in big savings.

Customer engagement is up, especially click-throughs.

Easy data integration helps Maruti Suzuki use all of its data.

Ad campaign cycles are shorter and more data driven.

“Everyone can use the data the way they want to. Our data scientists can do better segmentation to see which segments respond better. Our CRM folks can do SMS push notifications, because we are orchestrating those channels with Treasure Data Enterprise CDP, which is quite flexible that way. It also helps us drive performance. It is changing the culture here.”

 

Noritaka Wakuda, Advisor & Leader for Digital Transformation, Maruti Suzuki India Ltd.

“We recently relaunched the Maruti Suzuki Rewards program, which used to be run with mostly offline data. We can get real-time data into our app because of Treasure Data, and link it with customer journeys for personalization. That is something we weren’t able to do before…Being able to optimize our marketing with such granular data from our Treasure Data CDP is really quite remarkable.”

 

Vinay Pant, Vice President of Marketing, Maruti Suzuki India Ltd.

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