Case Study: Toyota Astra Motor achieves higher lead quality and car sales conversion with Google Cloud Platform

Toyota Astra Motor Paving the road towards better customer segmentation

Toyota Astra Motor partnered with Google Cloud Platform and Merkle to build an innovative customer data platform (CDP) that unified offline and online customer journeys. The company needed a more flexible, integrated alternative to its previous bundled solution so it could improve customer experience and drive better marketing performance.

Using Google Cloud Platform services including Google Analytics 4, BigQuery, Cloud Composer, Display & Video 360, and Firebase, Toyota Astra Motor integrated data from dealerships, web/app activity, and social channels to create richer audience segments and more targeted campaigns. The result was a 4% increase in lead-to-sale conversions, a 20% faster lead-to-sale cycle, a 50% boost in lead quality, and an 11.9% reduction in lead acquisition costs.

Toyota

Hendra Syahputra

Research and Data Center Department Head