Case Study: Auto Trader boosts new car buyer engagement by 20% with Hightouch

Auto Trader builds a Composable CDP and increases engagement for new car buyers by 20%

Auto Trader, the UK's leading automotive marketplace, faced the challenge of personalizing the car buying experience with high-intent users without getting locked into a single vendor's traditional Customer Data Platform (CDP). They needed to leverage rich, first-party behavioral data to engage consumers who make infrequent but valuable purchases, but they sought a more flexible, composable architecture. The vendor, Hightouch, was identified as a key solution for this data activation need.

Hightouch provided the Reverse ETL solution that synced Auto Trader's custom data models and audience segments from BigQuery to the Braze engagement platform. This empowered marketers to build custom audiences and launch personalized, session-level lifecycle campaigns without requiring engineering resources. The implementation of this composable CDP, with Hightouch as a critical component, led to a 20% increase in engagement for new car buyers and created better alignment between the marketing and engineering teams.

Auto Trader

Paul Nunnerley

Technical Lead