Every customer touchpoint in one view
A car brand’s national importer talked to customers through the website, 60 dealers, the call centre, test drives, service visits and email campaigns — and every channel kept its own data. Marketing could not see one customer or tell which campaign actually led to a sale.
- Client
- National importer of an automotive brand and its 60 dealers
- Their team
- CRM marketing lead (owner), dealer network manager, analytics, IT
- Our team
- Product manager, 5 engineers, data engineer, analyst
- Timeline
- 8 months to the first full release · 3 years of development
The business goal
Know each customer across all channels, send the right offer at the right moment, and see which campaigns lead to test drives and sales — not just clicks.
Where it was
Leads from the website, events and the call centre lived in separate systems, dealers kept their own lists, and campaign results were put together by hand in spreadsheets three weeks later.
What we did
- 1Discovery · 4 weeksMapped every channel and system that touches a customer, and the questions marketing could not answer.
- 2Customer data hub · 4 monthsOne layer that collects touchpoints from all channels, matches them to one customer and keeps consent.
- 3CRM marketing & dealers · 4 monthsSegments and campaigns built on the profile; leads routed to the right dealer with follow-up tracking. Piloted in two regions first.
- 4Analytics & profiling · ongoingCampaign dashboards from first touch to test drive and sale; customer profiles and segments for targeting.
What did not work
Matching the same customer across dealer systems by name and phone alone produced too many false merges. We switched to a stricter rule — phone plus email or car VIN — with a review queue for doubtful matches. Profiles grew more slowly, but marketing trusts them.
Who did what
Before and after
Under the hood
For the first time we can see which campaign sold the car — not just which one got the clicks.