Auto Distributor’s Marketing Platform to Be Powered by Acxiom’s Unified Data Layer
Acxiom, the data and technology foundation for the world’s best marketers, announced that Southeast Toyota Distributors, the world’s largest independent distributor of Toyotas, has expanded its 15-year data relationship with the company.
“Southeast Toyota Distributors has been on a digital transformation journey to better enable a seamless experience to our existing customers and those considering a purchase”
In an effort to create a unified and privacy-compliant view of their customers and prospects across channels while connecting its Martech and Adtech ecosystems, Southeast Toyota Distributors will utilize Acxiom’s award-winning Unified Data Layer (UDL) framework to power its marketing platform at the data layer. The resulting solution will enable Southeast Toyota Distributors to better understand their customers and prospects, have meaningful conversations with them at every point in their brand journey, and lower the company’s cost of acquisition while improving conversion.
The path to auto purchase has changed in this digitally disrupted landscape. Consumers still visit dealerships, but the path also includes online research, reviews and comparison. While so much has changed, people have changed far less they still appreciate good service, relevance, and being heard. This is fundamental to customer relationship management and requires recognizing and understanding the customer digitally and offline to deliver a frictionless, easy buying experience and provide an all-around satisfying ownership experience people desire.
Customer expectations are higher than ever, with more data available than ever. Yet this data explosion is also coupled with more stringent regulations it’s not easy to harness data and empower the great marketing technology that’s available. The Southeast Toyota Marketing Platform, powered by Acxiom’s UDL framework and IdentityBuilder, will connect the distributor’s relevant data across channels and technologies to provide a better understanding of their customers and prospects, powering more meaningful engagement wherever and whenever they connect. The solution includes a data environment for customers and leads data and includes the ability for dealers to verify the customer information so vital to delivering an enhanced experience. In addition, Southeast Toyota Distributors will now be able to connect digital data with offline data to optimize their marketing campaigns. Finally, the Southeast Toyota Marketing Platform also includes an analytics data mart, where the company can explore and fine-tune their up-sell, loyalty and new customer targeting strategies.
“Southeast Toyota Distributors has been on a digital transformation journey to better enable a seamless experience to our existing customers and those considering a purchase,” said Sheri Gosselin, Director of Customer Journey at Southeast Toyota Distributors. “The Acxiom solution allows us to bring together all of our data and existing marketing and advertising technologies, like our onboarding provider, campaign management tool and DMP, into one activation center that has privacy-compliance built in. We’re able to continue to build on our capabilities without replacing things that are working well.”
“Expanding our 15-year relationship with Southeast Toyota Distributors is both rewarding and exciting,” said Steve Letourneau, VP, Strategic Growth at Acxiom. “The innovation we’ve achieved with our Unified Data Layer framework is particularly meaningful when a long-time client recognizes additional value Acxiom can bring to their marketing efforts. Acxiom has gained a lot of traction with UDL; from the launch of our UDL framework, we have successfully implemented 20 UDL solutions, and the UDL won a BIG Innovation Award presented by the Business Intelligence Group earlier this year. We are thrilled to bring this capability, along with our experience in identity resolution and expertise in ethical use of data, to our valued partners at Southeast Toyota Distributors, enabling them to navigate this disrupted digital landscape with relevance and respect, so every customer journey is a memorable one.”
“Customer centricity begins with getting your data, and your data strategy, right,” said Chris Lanaux, CTO at Acxiom. “Acxiom’s UDL framework unifies data across channels and enterprise silos to deliver a holistic view of each customer, applying the necessary privacy governance through its privacy-by-design approach, while managing increasing complexity and delivering faster speed to value at lower cost. The solutions we implement utilize cloud-based architecture, allowing us to easily plug into our clients’ existing Martech and Adtech stacks, reducing rip and replace costs and accelerating the orchestration of data for key use cases.”