Morgan Auto Group Accelerates Customer Engagement with Tealium's Customer Data Platform and AWS

Challenge

Morgan Auto Group is the largest automotive dealer group in Florida, known for its commitment to delivering exceptional value to customers. The automotive industry faces unique challenges in understanding and engaging customers across multiple touchpoints. Morgan Auto Group needed to:

• Unify customer data from various sources (online and offline)
• Create a comprehensive view of the customer journey
• Improve marketing effectiveness and ROI
• Enhance personalization in customer interactions using real-time shopper signals
• Streamline data management and ensure compliance

Before Tealium and AWS, Morgan Auto Group had disparate customer data in many places, including their CRM, Dealer Management System, web, call center system, SMS, and email, leading to inconsistent views of customers and poor customer experiences. Combining these data sources was difficult due to slow, batched processes requiring manual intervention and concerns about privacy and consent and whether they were handling this data correctly. Finally, there was difficulty in using the best customer data to enhance marketing and communications across channels and customer touchpoints.

Solution

With Tealium and AWS, Morgan Auto Group unified their data systems to create a seamless customer experience regardless of device or channel engagement. Using Tealium’s data collection tools, Morgan is now able to track online and offline customer events in real-time and enforce applicable privacy and consent laws. This clean, consented customer data is then used in Tealium’s customer data platform to build a real-time view of every prospect and customer owned by Morgan’s marketing and analytics teams. The customer data is then shared in real-time via turnkey integrations to every tool that benefits 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.

Key use cases include:

• Buying tools abandonment (lead form abandonment, test drive abandonment) retargeting
• Service department appointment abandonment retargeting
• Extended service contract cross-sell
• Certified pre-owned trade cycle management (connecting with leaseholders who have positive equity in their vehicle and marketing to them to trade the vehicle in for a newer model with extended payments)

Delivering Value

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

The Future of Automotive with Tealium

As the automotive industry continues to evolve, the role of data-driven insights and personalized experiences will become increasingly critical. Tealium’s innovative approach to customer data management empowers companies like Morgan Auto Group to stay ahead of the curve and adapt to changing consumer preferences and market dynamics.

By harnessing the combined power of Tealium’s CDP and AWS, Morgan Auto Group has enhanced its competitive position and set a new standard for excellence in automotive retail. As other players in the industry follow suit, we can expect to see a paradigm shift towards more personalized, data-driven customer experiences that drive growth, loyalty, and long-term success.