Case Study: Morgan Automotive Group achieves personalized marketing at scale with Tealium

How to Personalize Marketing Across 40+ Rooftops: The Morgan Auto Group Playbook

Morgan Automotive Group, Florida’s largest dealer group, struggled with fragmented web, CRM, call-center, and DMS data spread across dozens of independent rooftops, which made cross-channel customer recognition, trusted reporting, and personalized marketing difficult. Campaign audiences had to be rebuilt manually for 40+ stores, while rising data-access and integration costs added even more pressure.

Tealium implemented its Customer Data Hub to unify Morgan Automotive Group’s data, standardize event tracking, resolve identities, and enable one audience definition to power campaigns across 40+ dealerships. With Tealium, Morgan achieved a 900% increase in marketable customer IDs, 3–4× higher click-through rates on personalized campaigns, lower vendor integration costs, and much less manual campaign work.

Morgan Automotive Group

Jim Kosobucki

CDP Manager