Industries
Automotive
Power an agency model by creating a central repository of customer data to deliver omnichannel experiences
The challenges in the industry
Data collection is a key challenge for marketers in the Automotive industry due to the car dealerships’ involvement in the buying journey. While car manufacturers own the online experience, dealerships tend to own the showroom experience (offline), fragmenting the data. Creating a repository of first-party customer data from different data silos is critical to sharpening the 360-degree customer view for accurate analysis and optimum campaign performance. Managing engagement over cross-channel touch points is also a challenge. The customer journey might start with a clicked advert on a social platform, taking the prospect to a car manufacturer’s website, but ends offline with a test drive at the showroom. Driving loyalty is also a challenge for marketers as individuals may go many years between buying a new car. Promoting in-app experiences, financial services, car services, and car parts, all help build a strong connection to a brand.
Success stories and quotes
USE CASE 1
360-degree customer view
Once all relevant online and offline data (e.g. showroom) has been collected (including consent and marketing preferences), Zeotap CDP unifies all disparate first-party data and links IDs and attributes of the same customer to a unique customer profile, providing a 360-degree view of every customer. Zeotap CDP ensures high accuracy of audience segments for optimum omnichannel performance. Zeotap was awarded a patent in recognition of our ability to gather multiple data attributes from various data sources, clean them up, combine them, and use resource allocation to build audience groups for targeted advertising (patent number: US 2021/0365292 A1)
USE CASE 2
Cross-channel campaigns
Marketers have the challenge of sending optimal messages to customers across all channels, whether it be onsite (your website or app), offsite (programmatic advertising), or outbound marketing (your CRM or email broadcast tool). Sending tailored messages to the best channel at the right time optimises the experience for each customer, helping to maximise long-term customer value. Zeotap CDP can orchestrate the delivery of messages across multiple touchpoints and channels automatically based on a simple drag-and-drop rules engine to provide the best possible customer experience, leading to increased customer satisfaction and loyalty.
USE CASE 3
Cross-sell and upsell campaigns
Marketers can track visitor behaviour and IDs in real-time from downstream activation platforms. Apply rules to touch points across a customer journey that select the best product for the customer, based on profile data. This selection is sent to the advertising or marketing platform for delivery to the customer. For example, send the customer a promotion on car insurance when a new car is purchased or a promotion of a new car, which fits recent customer events, such as marriage or a new home. Marketers can monitor the customer’s behaviour and make new, adjusted selections to provide a personalised experience, increasing customer lifetime value and driving loyalty.
Why Zeotap CDP?
IMMEDIATE VALUE
4+4 Framework
Specialised in prioritising simple use cases that drive commercial outcomes in 8 weeks
EASY DEPLOYMENT
GCP Native
Frictionless deployment make existing tools and investment better with latency and cost advantages
INTUITIVE INTERFACE
Built for Marketers
Designed for hands-on marketers with no need for technical coding skills
360 IDENTITY
Including Cookieless ID
Patented identity stitching strategies for discriminatory digital marketing use cases
PRIVACY ABOVE ALL
From Europe for Europe
Conceived in Germany and developed for stringent European regulation
TRUSTED PARTNER
We will be your trusted partner, not just a software vendor, that will make your CDP project successful.
Industry recognitions
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