Success Story
Adobe Campaign Enables Better Customer Connection For A Global Carmaker
When one of North America’s biggest carmakers decided it was time to reclaim control of its database marketing, we were more than happy to help recondition their setup. Now they enjoy control over their IP and a consolidated system that makes sending 300M emails a year easy—and more valuable.
Industry
Automotive
Date delivered
February 2023
Length of project
2+ years
Solution provided
Adobe Campaign Implementation and Optimisation
Technology
Adobe Campaign
The Project
In 2020, Tap CXM began providing consultancy and operational expertise to get one of North America’s biggest carmakers back in the driver’s seat. We teamed up with Adobe to replace outdated marketing automation systems with a tailored Adobe Campaign solution and overhaul internal processes so they’re smoother and more reliable. Less risk, more revenue, better relationships. What’s not to like?
The Challenge
The client faced several significant challenges that Tap CXM needed to address:
- Outdated legacy systems: The previous systems were fragmented and obsolete, essentially meaning they weren’t in control of their customer IP.
- High operational risk: Transitioning to a new system posed operational and performance risks, given the volume of data and the critical nature of their communications.
- Complex database management: With 100M+ records, the client needed a solution to handle complexity without compromising reliability, compliance, or customer connection.
The Solution
We revamped the client’s database marketing and put them back in control with a tailored Adobe Campaign solution built to align with their business goals. Our streamlined system integrates data collection, processing, segmentation, and targeting. This has reduced failure risk, improved efficiency, and enabled a single team to manage communications.
We also boosted their campaign game with user acceptance testing, training, and Quality Assurance processes. This gives the client flexibility when they need it, consistency across a complex marketing landscape, and reliability in their back-end processes.
It’s like dropping a supercharged electric engine into a vintage Chevy. The controls are familiar, but there’s a lot more power—and we improved the handling at the same time.
The Results
Our work has significantly improved the company’s database marketing operations, setting them up for continued success:
- Improved campaign management: The client can now manage 870+ annual campaigns (a combined 300M+ emails) with greater reliability, reduced time to market, and increased precision.
- Scalable solutions: Our solution supports a vast and complex database, improving the ability to personalise promotions, operational communications, and compliance notices for 100M+ database contacts.
- Increased agility: By removing technical barriers, we’ve enabled the client’s 4 biggest brands to respond quickly to market demands, sending tailored communications to dealers, customers and service centres.
- Stronger customer connection: The reconditioned processes and souped-up martech enable agility in line with the company’s business model, which blends B2C marketing (direct-to-customer) and B2B customer experiences (dealership partners).
