Challenge
Morgan’s dealerships operated as independent business units with fragmented web, CRM, call-center, and DMS data scattered across different systems, making it impossible to recognize shoppers across channels or build trusted reporting. Strategic marketing audiences had to be manually rebuilt for each store—often 40+ times for the same segment—while rising DMS data-access fees and redundant vendor integrations drove up costs without improving customer experience or campaign performance.
Results
- 900% increase in marketable customer IDs (from 3–4% to nearly 20%)
- 3–4× higher click-through rates on personalized campaigns
- Single audience definitions now power campaigns across 40+ dealerships
- Reduced manual campaign execution and vendor integration costs
Solution
Morgan implemented Tealium’s Customer Data Hub to unify web, CRM, call-center, and DMS data across all dealerships using a standardized event taxonomy and identity resolution that stitches together anonymous visitors, CRM records, and VINs into single customer profiles.
It’s so much easier to use our Tealium data through an automated system than through all the manual processes agencies used to manage.
Jim Kosobucki
CDP Manager
Morgan Auto Group
