Case Study: Global Automaker Company boosts conversions 28% and cuts CPA 37% with Tealium

A Global Automaker’s Digital Transformation

A global automaker partnered with its agency to address gaps in digital marketing: limited scale of "known" audiences because users rarely logged in, difficulty linking CRM email data to on‑site behavior, poor conversion attribution, and insufficient scale for targeting abandoners and prospects — all while wanting to leverage existing customer data to find similar high‑value prospects.

They implemented a UTM email identifier and Tealium CDP to tie CRM emails to website visits (capturing 82% of users clicking EDM links), deployed Conversions API alongside Meta Pixel, and used TiQ tags to pass cookie data to paid channels to build owner‑ and prospect‑based lookalikes. The approach improved attribution and scaled targeting, driving a 28% increase in contact conversions, a 37% reduction in CPA (with CRM prospect lookalikes delivering a 53% lower CPA in search), plus uplifts in brochure downloads and other engagement metrics.