Toyota
Toyota’s European creative and media agency, The&Partnership, had got their client suitably excited about real time marketing automation and received approval to run a proof of concept. As this was the first time the agency had developed such a solution, they asked us to support on the design and implementation of the solution.
The challenge
The&Partnership had successfully sold in a series of use cases which combined data across different channels to personalise messages to customers in real-time. They had also identified the preferred piece of technology: Salesforce Interaction Studio.
However, the detail of the solution design needed to be developed including how the Salesforce component would be plumbed into the existing Toyota and agency systems.
How we helped
Adopting a slightly different engagement model, we worked as part of Toyota’s agency team at The&Partnership. We acted as both Business Analyst and Solution Architect to define exactly what we were trying to achieve, and what the solution needed to look like.
Using our knowledge of Salesforce Interaction Studio, Salesforce Marketing Cloud, the Google ad tech stack and Datorama, we were able to define how the systems needed to work together in order to ensure that a user on Toyota’s website was recognised as the same user on a 3rd party site, or as the same customer in a Toyota showroom.
The results
The solution we designed successfully achieved the use cases, and allowed Toyota to personalise website content based on media segmentation, personalise media based on CRM data and trigger automated emails based on website behaviour.