Toyota Astra Motor (TAM), a leading player in Indonesia's automotive industry, sought to increase its lead generation in the country with an intelligent customer data platform (CDP) that would enhance collaboration with its network of dealerships. With the innovative customer data platform, TAM improved conversion of leads to car sales by 4% and obtained a 50% boost in quality leads.

Services

Analytics & Data Platforms

Industry
Automotive

Market
Indonesia

Tech Partner
Google

To increase its lead in Asia's competitive economy, TAM sought to improve collaboration with its 325+ dealerships to expand its customer base and boost revenue. TAM aimed to capture overlooked business opportunities by working directly with dealers to deliver relevant marketing and better serve consumers. However, disparate lead management systems resulted in siloed, offline data. To improve customer outreach, TAM needed to unify data systems and workflows into a single cloud-native platform for more effective marketing.

TAM partnered with Merkle to build a comprehensive Customer Data Platform (CDP) on Google Cloud. This CDP integrated online and offline data, leveraging Cloud Composer for streamlined data workflows. Google Analytics 4 provided insights into consumer behavior, feeding a machine learning data warehouse for advanced analytics and audience segmentation. Display & Video 360 was deployed to execute highly targeted digital marketing campaigns.

Driving more high-performing marketing with analytics

TAM and Merkle chose Google Cloud for its flexible, comprehensive solution, building a CDP that integrates offline and online data. This platform provides a complete customer profile through enriched lead information and targeted segmentation.

Cloud Composer streamlined data integration from dealerships, websites, and social media. Google Analytics 4 and BigQuery enabled real-time analytics, identifying high-potential audience segments. Display & Video 360 allowed precise, timely targeting across digital channels, enhancing TAM's marketing effectiveness.

The CDP ecosystem of Cloud Composer, Google Analytics 4, BigQuery, and Display & Video 360 also optimizes the platform for more curated marketing. Part of the activation phase involved deploying Display & Video 360. By integrating its refined audience segments with Display & Video 360, TAM can reach out to its target audience with greater precision than before, at the right moment, and across the most suitable digital channels.

Integrating on-premise infrastructure with Google Cloud for better customer experiences

Merkle seamlessly integrated TAM's on-premise infrastructure with the CDP, ensuring data compliance. The cloud-native CDP offered scalable, efficient data handling while maintaining a comprehensive view of customer information. This empowered TAM to quickly respond to market changes, optimize lead generation, and enhance customer engagement.

Merkle's integration ensured smooth interaction between on-premise data and online sources, creating a unified customer experience and adhering to TAM's security protocols.

Driving the future of mobility in Indonesia

TAM plans to integrate data and services with its dealership network in real-time using Apigee for API management, extending beyond sales to after-sales service, compliance, telematics, and customer lifecycle. This will optimize operations and improve collaboration with dealerships.

TAM and Merkle will monitor driver behavior in real-time through Google Maps to provide timely maintenance insights. They also plan to deploy Google Kubernetes Engine (GKE) for scalable microservices computing, accommodating traffic volume fluctuations across Indonesia.

With the advanced ad personalization of Display & Video 360, lead generation and conversion rates optimized, TAM saw exceptional results. These include a four percent increase in converting leads to actual car purchases, a 20 percent increase in speed in time required to convert a lead into a sale, 50 percent improvement in quality of leads as a result of relevant advertising, and 11.9 percent reduction in cost of obtaining customer leads.

"We saw an opportunity to advance our role in Indonesia's car market by creating a state-of-the-art CDP on Google Cloud with Merkle. This lets us drive relevant marketing for client leads in tandem with our dealerships. To this end, we succeeded beyond expectations. The power of these Google Cloud solutions in enabling insights generation unlocked major gains for us in lead generation." — Hendra Syahputra, Research and Data Center Department Head, Toyota Astra Motor

“The connection between Google Analytics 4 and BigQuery is a game changer for evaluating our campaigns. We can easily measure performance and gain insights into the path to purchase in real-time with Google Analytics 4. This data, which is then extracted and analyzed in BigQuery, also provides us with valuable insights, as well as unique scalability and flexibility.” – Bayu Pujiono, Customer Data Platform Management Head, Toyota Astra Motor

"Leveraging Merkle's cloud capabilities, we fully support Toyota Astra Motor's CDP initiative to unify customer data, empowering dealers to make informed decisions within the Toyota ecosystem. Our overarching goal is to elevate customer satisfaction, boost business productivity, and drive profitability through a transformative customer experience." — Arshad Rahman, CEO, Merkle Indonesia