Background

Toyota is one of the largest enterprise in automotive industry with around 33,3% market share in Indonesia by 2021. As one of the key players in their industry, Toyota Astra Motor (TAM) manages around 37 entities and 327 dealers distributed across Indonesia. This condition leads Toyota to overcome some emerging challenges in managing data silo across TAM internal business units, dealers, and other supporting entities.

To overcome the challenge, Toyota Astra Motor wanted to have a single view of all their customer journey, including the customer data of all key stakeholders both from within and outside TAM organization, which is scattered offline and in a significant amount. They understand that by realizing this, they can start to approach their customer differently by a personalized activation.

Dentsu is challenged to help Toyota Astra Motor be the fastest in automotive industry to integrate structured and unstructured data from customer journey vast amount data touch points into one single view Customer Data Platform to be accessible for other key stakeholders and business units. This would be beneficial to improve TAM marketing operation team for a more personalized audience targeting and all Toyota Dealers to enhance their existing sales operations approach to generate leads conversion.

As a well-known media and creative agency, would Dentsu ID be the pioneer and able to deliver a bundled marketing technology solution for improved TAM CXM in Indonesia?

Solution

Initially, Merkle ID did a comprehensive assesments of TAM unique data readiness and technology conditions in order to create a sophisticated Predictive scoring Machine Learning Model to categorize leads based on customer willingness to buy. 

With an astonishing Merkle ID dedicated efforts to ensure result quality and collaboration between Merkle ID and dentsu Global team, Merkle ID was able to integrate all complex TAM’s offline and online data sources and established TAM very own Customer Data Platform. 

As a result, Merkle successfully established Customer Data Platform and created audience segmentation using predictive Machine Learning modelling to automate large part of the customer leads categorization into hot, medium, and low to be utilized by dealers sales operation team.  By using the same customized CDP, Merkle also helps to enhance audience segmentation processes and enables the company with seamless campaign orchestration. 

Merkle ID had successfully addressed clients challenge by building a Customizable CDP to integrate a vast amount of Toyota Astra Motor all customer touchpoints data sources into one single view platform accessible to their internal and dealers marketing business units for an improved  CXM by enabling a more accurate and personalized customer approach.

Result

Merkle delivered a CDP implementation to integrate all customer data sources to support marketing campaigns, reporting, and analytics by ingesting online and offline data.

As a result, Merkle managed to create Audience segmentation using predictive Machine Learning modelling to automate large part of the customer leads categorization into hot, medium, and low leads categories for sales operation team.  By using the same customized CDP, Merkle also help the enhance audience segmentation processes and enables the company with seamless campaign orchestration.