Case Study

A Global Automaker’s Digital Transformation

Enhancing Customer Targeting and Conversion Through Advanced Data Strategies Reduction

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Challenge

A global automaker, in partnership with their agency, faced several challenges in their digital marketing efforts:

Limited ability to scale ‘Known’ audiences due to users not logging into the website.
Difficulty in linking CRM email data with on-site behavior.
Need to improve conversion attribution across key events.
Lack of scale in targeting abandoners and prospects.
Desire to leverage existing customer data to identify and target similar prospects.

Solution

To address these challenges, the automaker implemented a multi-faceted approach:

Implemented a UTM parameter (email identifier) solution to link CRM email database with on-site behavior, allowing identification of known users during website visits via Tealium’s CDP.
Deployed Conversions API alongside Meta Pixel to capture both client-side and server-side events, improving conversion attribution.
Leveraged TiQ tags to pass unknown customer data (cookies) to paid media channels, creating lookalike audiences with greater scale.
Created multiple lookalike audiences from both existing owners and prospects to drive more efficient and effective media targeting.

A Global Automaker’s Digital Transformation: Enhancing Customer Targeting and Conversion Through Advanced Data Strategies

Results

The automaker’s innovative approach to data-driven marketing yielded impressive outcomes across multiple fronts:

Increased Known User Identification: Captured 82% of users clicking on EDM links, transforming anonymous interactions into actionable data.
Improved Conversion Attribution: The deployment of Conversions API alongside Meta Pixel allowed for capturing both client-side and server-side events, leading to significant increases in key conversion metrics. Contact conversions saw a 29% increase, brochure downloads rose by 20%, product customizations by 22%, and content viewing interactions increased by 14%.
Enhanced Lookalike Audience Performance: Lookalike audiences in search advertising delivered a 37% reduction in cost per acquisition, achieving a CPA of $3.40 compared to the account average of $5.40, representing a substantial improvement in advertising efficiency.
Cost Efficiency in Social Media: Facebook lookalike audiences not only maintained performance but achieved a 14% decrease in cost per thousand impressions (CPM) while continuing to deliver strong engagement metrics.
CRM Prospect Lookalike Success: The most promising results came from CRM prospect lookalike audiences in search advertising, which demonstrated potential to deliver 576 conversions at a cost per acquisition of just $3.54—a 53% reduction compared to the account average.
Overall Cost Efficiency: Owner-based and model-specific lookalike audiences achieved a notable 53% decrease in CPA, reflecting a CPA of $3.54 for model-specific audiences compared to higher account averages.

“The implementation of Tealium’s solutions, combined with advanced data strategies, has enabled us to effectively bridge the gap between known and unknown users, enhancing targeting and conversion outcomes across channels.”

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