Improved marketing and customer targeting through Customer Data Platforms (CDP) and AI

Automotive

Managing an efficient marketing revenue requires the utilization of an adequate customer data platform that collects, analyzes, and fetches insights to accurately target consumers. Working closely with an automotive company, I led the end-to-end implementation of their Customer Data platforms using Azure cloud as the source of truth for data collection and management, while using Tealium to segment and target customers across different channels like Display ads, social media, web, and 3rd party channels. 

The ask

How to efficiently collect and manage customers data coming from different online channels to generate better revenue and serve marketing and sales objectives. 

Key goals are

• Create a 360 omni experience for customers when they start the journey at any touchpoint. 

• Better utilization of ad budgets by targeting promotions to the correct segments

• Better collection and storing of data in one repository to pull the data accurately when needed. 

Results

We have ran a series of activities such as the competitive analysis and vendors assessment to define the best platform for the company’s architecture, and analyzing the current data needs, and the priority business and customer use cases. We were able to define the right architectural design and implement it on a duration of 6-months using Azure as the source of truth for data collection and management, Tealium for segmentation and targeting, and Microsoft 365 dynamics for CRM management. In addition, we were able to assess all the data gaps in the existing database, and built a roadmap of data collection through API connections with partners, dealers, and 3rd parties. 

The implementation of the CDP had helped the company to expand on its analytical power by utilizing the data collected to create Power BI dashboard to track sales, revenue, and advertisement performance in real-time and support instant decision makings. In addition, the company adapted test and adapt methodologies by using Optimizely to build various AB test scenarios and assess best experiences to generate traffic across its channels. This has led the company to increase its efficiency in budget spent quarter over quarter, and generate higher engagement and click-through on their monthly campaigns and promotions.

Keywords: Azure, test and learn, Customer data platform, benchmarks, segmentation, dashboard, Power BI.

Source: Tealium.com