Aiming To Unify Data and Marketing, Global Auto Finance Company Builds a Platform That Strengthens User Communication

Challenge

A global Auto Finance company specializes in B2C and D2C services that sell cars directly to users. The organization was tasked with developing a data analysis platform to achieve these goals:

• Increase awareness and usage of their new service
• Develop a data analysis department that can work in unison with marketing
• Utilize customer data to approach customers within limited contact points

As the automotive industry transitions from ownership to usage models, the company launched a service that allows customers to drive a new car for fixed periods with a monthly subscription. They needed a system to accumulate customer data and maintain continuous customer contact to achieve their business goals of increasing sales and ensuring continuous usage of their services.

Disparate customer data from many sources led to inconsistent views of customers and poor customer experiences. Combining these data sources was difficult due to slow, batched processes that required manual intervention. There were also concerns about privacy and consent and whether they were handling this data correctly.

Solution

The organization implemented Tealium’s Customer Data Platform (CDP) and AWS to address these challenges and deliver best-in-class experiences. The Tealium CDP & AWS solution offered:

• A means to accumulate first-party data
• A single customer view regardless of device or channel
• Effective communication by providing the right content to the right person, at the right time, through the right channel

They chose Tealium for its function as a neutral hub that connects data and its compatibility with various tools. The company introduced Tealium iQ Tag Management, AudienceStream, and EventStream, completing the initial construction in about six months. With Tealium’s data collection tools, they could track online and offline customer events in real-time and enforce applicable privacy and consent laws. This clean, consented customer data was then used in Tealium’s customer data platform to build a real-time view of every prospect and customer. The customer data was then shared in real time via turnkey integrations to every tool that benefitted from this data.

Every customer touchpoint can now use these insights in real-time relying on data that was not previously available, resulting in a more personalized improved customer experience and reduced marketing costs by avoiding manual and batch data processing. Finally, despite challenges with cookie regulations, they created a stable foundation for effective cross-device communication. The company now uses Tealium for A/B testing, improving advertising accuracy, and implementing targeted display ads based on user behavior.

Delivering Value

The organization leverages several AWS services, including: CloudFront CDN, Kinesis, EC2, S3, DynamoDB, Kafka, Load Balancers, ElastiCache Redis, CloudWatch.

Looking Ahead

The Global Auto Finance Company aims to utilize Tealium’s solutions and AWS’s infrastructure to further advance efforts integrating data and marketing. They strive to connect with more customers and maintain long-term relationships with users who choose their services, working diligently to achieve these business goals.