Automotive marketer improves campaign performance across Europe

About the regional automotive marketing organization

The organization oversees marketing strategy for an automotive brand across more than 30 countries and supports campaigns for new-vehicle buyers and existing owners.

Business problem: Separate systems slowed regional marketing

Marketing teams in each market often ran separate campaigns and used separate data systems. With limited insight into what other regions were doing, teams faced inconsistent messaging, duplicated effort, and slower rollout of promotions and lead programs.

The regional marketing organization also wanted to reach customers more directly, supporting both consumer and dealer network campaigns across Europe.

Solution and results: Customer data supports always-on campaigns

Management and technical staff selected Oracle Marketing to standardize its campaign platform across Europe and design always-on journeys. It also integrated Oracle Unity to bring customer data together across channels, markets, and lifecycle stages.

With Oracle Unity, marketers gained more transparency into campaign performance, audience behavior, and market comparisons. Teams can build segments based on actual customer behavior, including past vehicle purchases, service interactions, and loyalty signals, then apply those insights to campaigns.

AI helps identify which email messages or digital touchpoints are likely to engage customers based on their profiles and behavior. Oracle Marketing helps activate those insights through optimized send times, tailored content, and automated journeys across multiple touchpoints.

As a result, the organization runs more than 120 fully automated, always-on campaigns across European markets. Teams also saw a 50% increase in email open rates and a 230% increase in lead submissions, contributing to a 5% increase in order uptake across participating markets.

The business is also using Oracle Unity to activate first-party data for paid channels, including more than 331,000 first-party profiles for retargeting. It also reports a 0.55% to 18.37% increases in car-configurator step-conversion rates.