In an ambitious move to redefine its digital marketplace, a leading Canadian automotive platform partnered with Ataccama to improve its Master Data Management (MDM) strategy. The company wanted to gain unparalleled insights into consumer and dealer behavior, streamline operations, and ultimately enhance the overall car buying and selling experience for its customers.

The strategic deployment of Ataccama ONE Master Data Management made several notable achievements possible:

• Unified dealer view: Consolidated data across 30 different disparate systems
• Expansive consumer insights: Enhanced 10 million unique consumer records
• Better selling opportunities: Targeted marketing approach leading to higher conversion rates
• Increased revenue from dealers: Rise in purchased leads
• Enhanced consumer experience: Improved single sign on in the organization’s proprietary portal based on trusted data
• Lean implementation: A dedicated team of four individuals spearheading the MDM project

The challenge: A fragmented view of consumers and dealers

With more than 70% of Canada’s car sales happening through the organization’s platform, the ability to understand user interactions was essential to success. Disparate consumer data and siloed systems hindered growth and prevented a comprehensive view of consumers, private sellers, and dealers, insights critical to the business model.

Segmentation before success: A two-prong approach

Recognizing the opportunity for change, the organization’s CTO opted to pursue two complementary paths:

1. Elevate consumer insights: The company had historically optimized dealer preferences, unintentionally overlooking important aspects of the consumer experience. To bridge this gap, the organization developed a consumer behavior tool, powered by Ataccama ONE MDM, to deepen their understanding of consumer interactions and behavior.
2. Streamline dealer relations: Dealer data spanned more than 30 systems, creating fragmentation and reducing visibility into profiles, tool usage, and purchase activity. A dedicated Dealer MDM system emerged as the solution of choice to consolidate the dealer landscape.

Both initiatives focused on building a unified, 360 customer view.

“As the leadership team already trusted our customer-centric vision, it didn’t take long to convince them that Ataccama ONE MDM would solve all our problems in one solution.”
— Chief Architect Digital

The solution: MDM for improved consumer engagement

The organization’s consumer MDM solution is now the core engine for customer data that aggregates and interprets consumer interactions, behaviors, and preferences on the platform. This has allowed for more targeted marketing, improved personalization, more effective lead generation, and a truly holistic consumer journey.

Architecture of choice: A foundation powered by AWS

To ensure scalability and security, Ataccama implemented Kubernetes clusters for orchestration, EC2 instances for compute capacity, AWS storage for high availability and performance, and AWS PrivateLink for secure, reliable connectivity. This architecture guarantees the robustness required to support millions of consumer interactions and large-scale operational MDM workloads.

With a consumer MDM initiative in place, the organization significantly improved its marketing effectiveness and the quality of leads delivered to dealers, increasing both revenue and dealer satisfaction.

Improved dealer relations for greater operational effectivity

With the organization’s consumer MDM initiative fully established, their dealer MDM journey is ongoing. Currently, it integrates data from one of seven business lines, with plans to expand across the rest.  In addition to improving dealer engagement, operational efficiency, and revenue opportunities, the organization anticipates the MDM project will facilitate a single billing process rather than processing many bills via different lines of business.

The company’s journey with Ataccama ONE Master Data Management demonstrates their ongoing commitment to leveraging trusted data as a strategic asset. As the organization matures in its MDM journey, it has opted to focus on standardizing key systems. These include multiple billing platforms, several CRM instances, and an expanding universe of consumer records from more than 50 million monthly users. Together, these efforts position the organization to unlock even greater operational efficiency, deliver more personalized experiences, and continue leading the industry through data-driven innovation.