Situation
Our client is one of the largest original equipment manufacturers (OEM) in the automobile industry. They sell millions of vehicles and auto parts in the US and across the world. The company’s existing platform didn’t have the capabilities needed to unify and harness customer data for targeted cross-channel campaigns to create a more cohesive customer experience.
Salesforce Data Cloud consolidated data from multiple touchpoints for a unified customer view.
Customer data was fragmented, and interactions were not tracked across web and mobile. A unified approach to consolidate demographic and interaction data was needed to improve the customer journey.
Action
We implemented Salesforce Data Cloud, enabling the consolidation of data from multiple touchpoints (website, mobile, and the Customer Data Management (CDM) system) for a unified customer view.
Salesforce Data Cloud was integrated with CDM, website, and the owner’s portal through Web SDK connectors for smooth data flow, capturing detailed web behaviors and interactions.
Data integration across platforms was standardized into consistent Data Cloud models, allowing for aligned and reliable customer info, including demographics, web interactions, and mobile.
With real-time data processing, dynamic customer segments based on behavioral data insights and CDM data is used to generate targeted campaigns in real time.
Personalized campaigns based on customer profiles are activated from customer segments created in Data Cloud and passed to Marketing Cloud.
We optimized reporting by using AWS Redshift as the reporting layer between Data Cloud and MS Power BI. Serving as an intermediary for reporting and visualization, it’s a more scalable solution for handling large volumes of data and enabling advanced analytics in Power BI with improved performance and cost control.
Results
- Comprehensive customer profile with unified data view for personalized campaigns.
- Better understanding of customer behaviors, preferences, and interactions across channels.
- Timely customer engagement based on real-time data for trigger-based campaigns.
- Deeper insights into customer behaviors and interactions, improving the value of the data.
- Cost efficient reporting utilizing Power BI to generate real-time reports.
Targeted campaigns are generated in real-time based on behavioral data insights.
Deeper insights into customer interactions, improved the value of the data.
More insights into customer behaviors & interactions across channels for campaigns.
Targeted campaigns are generated in real-time based on behavioral data insights.
Deeper insights into customer interactions, improved the value of the data.
More insights into customer behaviors & interactions across channels for campaigns.
Targeted campaigns are generated in real-time based on behavioral data insights.
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15M
Unified customer profiles -
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1.5M
Behaviorial records collected daily for segmentation -
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100+
Customer segments, activations, and insights