Executive summary
Maruti Suzuki India Ltd.’s automotive brands are iconic in India, one of the largest car markets in the world. Already a leader there, with more than a 50% market share, Maruti Suzuki has embarked on a digital transformation that puts customers at the center of everything they do.
But in a country so diverse and vast, how do you deliver the best automotive customer experience and match each consumer with the right dealership, and ultimately, the best car, service, and add-ons? With Treasure Data Customer Data Platform (CDP), Maruti Suzuki has launched an ambitious new program that is already yielding cost savings and increasing both customer engagement and revenues in more than half a dozen ways.
Challenges
Like many automotive companies, Maruti Suzuki India Ltd. didn’t suffer from a lack of data sources. Data was coming from more than a dozen marketing platforms and other sources, but data integration and data stitching was a challenge and took far too much time. Marketers were on a monthly campaign planning cycle, limiting their ability to quickly run campaigns, get results, and modify their next campaigns based on the insights gained from the earlier ones.
Another problem was the lack of data completeness or detail in the data coming from different, often siloed sources. From one touchpoint to another, there were large gaps, and many potential customers who hit the website never made it to the dealership. To reap the rewards of digital transformation, Maruti Suzuki needed a full end-to-end view of engagement and a leading-edge automotive marketing approach with customer analytics to match.
Our organizational silos are fading away as people see what they can do with Treasure Data Customer Data Platform.
Vinay Pant
Vice President, Marketing
Maruti Suzuki India Ltd.
Results
Quick time-to-value and impressive early results raise the bar for Maruti Suzuki’s omnichannel personalization effort underpinned by the Treasure Data CDP. Results include:
- More complete customer data that helps fuel a new loyalty program
- Ad targeting is more efficient, and ad suppression results in big savings
- Customer engagement is up, especially click-throughs
- Easy data integration helps Maruti Suzuki use all of its data
- Ad campaign cycles are shorter and more data-driven
More than 1,100 dealership websites have been tagged, billions of records unified, customized journeys have been implemented, advertising campaigns tap into always-updated Single Customer Views (SCVs), and the initial results are already paying off for Maruti Suzuki.
Maruti Suzuki has seen a reduced overall cost of acquisition, as well as reduced time to conversion. In addition, clickthrough rates have seen increases of up to 200%. Plus, company executives say the new Treasure Data CDP paid for itself in less than a year. “Being able to optimize our marketing with such granular data from our Treasure Data CDP is quite remarkable,” said Vinay Pant, vice president, marketing, Maruti Suzuki India Ltd.
