In the fast-paced world of automotive marketing, leveraging data effectively is no longer optional—it’s essential. Businesses that master data ownership and utilization stand out by creating personalized, targeted marketing strategies that drive results.
We sat down with Rohrman Automotive Group and Snowflake in our recent webinar, Owning Your Data with Rohrman Auto Group, Snowflake, and Tealium, to discuss how strategic data management can transform marketing efforts in the automotive sector.
Data-Driven Success Through Strategic Partnerships
Ryan Rohrman, President of Rohrman Automotive Group, shared insights into how his organization revolutionized its marketing approaches through strategic collaborations with Tealium and Snowflake. This partnership enabled Rohrman Automotive Group to refine 48% of its data, resulting in:
- Enhanced Lead Generation: By improving data quality and accessibility, Rohrman Automotive Group identified more qualified leads and tailored its marketing efforts accordingly.
- Greater Customer Insights: Tealium’s real-time data analysis combined with Snowflake’s platform allowed for deeper understanding of customer behavior and preferences.
Tealium and Snowflake: A Powerful Duo
Mike Anderson, Co-Founder and CTO of Tealium, emphasized the synergy between Snowflake and Tealium by likening Snowflake as an engine and Tealium as a driver for data activation. This powerful combination allowed Rohrman Automotive Group to:
- Access Real-Time Data: Tealium’s capabilities ensured that customer insights were actionable in the moments that matter.
- Eliminate Data Silos: Snowflake unifies data, enabling seamless integration across platforms and departments.
- Achieve Better Marketing ROI: By focusing on high-quality data, Rohrman Automotive Group saw measurable improvements in its return on marketing investments.
Elevating Customer Engagement Through Personalization
Personalized communication is the cornerstone of modern marketing, as customer expectations are ever-increasing (supported by findings in our 2025 Future of Customer Data report). The Rohrman Auto Group’s use of Snowflake and Tealium made it possible to deliver tailored messages to customers based on their preferences and behaviors. Key outcomes included:
- Increased Customer Satisfaction: Relevant and timely communication fostered stronger relationships with customers.
- Streamlined Messaging: Consistent, targeted campaigns replaced generic outreach, leading to higher engagement rates.
- Better Campaign Performance: Personalization drove improved click-through rates and conversions.
Customer Data Platforms: The Backbone of Marketing Innovation
Tealium’s Customer Data Platform (CDP) played a pivotal role in Rohrman Auto Group’s success by:
- Enabling Abandoned Cart Recovery: The company re-engaged potential buyers with personalized offers based on browsing history.
- Creating Micro-Audiences: Granular segmentation allowed for highly targeted campaigns tailored to niche customer groups.
- Driving Marketing Innovation: Insights from the CDP inspired new strategies that resonated with their audience.
For a deeper dive into these strategies, watch the webinar, Owning Your Data with Rohrman Auto Group, Snowflake, and Tealium.
