Case Study: Subaru achieves unified customer data and major marketing ROI — 31% conversion with Treasure Data CDP

Helping Shoppers Love the Ride, from First Look to Loyal Enthusiast

Subaru, a brand known for exceptional customer loyalty and durability, faced a common enterprise challenge: customer data scattered across more than a dozen sources (agency ad logs, Google Analytics, dealer management systems, CRM, app and more), which limited marketing efficiency and raised customer-acquisition costs. The company set out to unify first-, second- and third-party data to improve the web experience, target shoppers better, and reduce marketing spend while preparing to scale for connected‑car and 5G data volumes.

Subaru implemented the Treasure Data Customer Data Platform (CDP) as a SaaS solution, consolidating ~200 data points and 80 billion records (adding 8M+ transactions daily) and consolidating 1 billion records within six months; onboarding was completed in weeks and fully deployed in three months. Results include 80% faster time-to-value, a 350% lift in ad CTRs, conversion rates up from 18% to 31% (A‑grade segments 2.5x), CPC down 12%, CPA down 38%, machine‑learning–driven closing rates +14%, a $26M cashback campaign payoff, and predictive scoring that improved “likely buyer” forecasts by up to 30%.

Subaru

Atsushi Yasumuro

Senior Manager of Digital Marketing