European automotive marketer uses AI to target engaged customers and lifts open rates 50%

Overview

A regional automotive marketing organization covering more than 30 European countries used Oracle Unity and Oracle Marketing with AI to identify which email messages and digital touchpoints are likely to engage customers based on profile and behavior. The organization runs more than 120 always-on automated campaigns, seeing a 50% increase in email open rates, a 230% increase in lead submissions, and a 5% increase in order uptake.

The challenge

Marketing teams in each market often ran separate campaigns and used separate data systems; with limited insight into what other regions were doing, teams faced inconsistent messaging, duplicated effort, and slower rollout of promotions and lead programs.

The solution

The organization selected Oracle Marketing to standardize its campaign platform across Europe and design always-on journeys, and integrated Oracle Unity to bring customer data together across channels, markets, and lifecycle stages. Teams build segments based on actual customer behavior, including past vehicle purchases, service interactions, and loyalty signals; AI helps identify which email messages or digital touchpoints are likely to engage customers based on their profiles and behavior, and Oracle Marketing activates those insights through optimized send times, tailored content, and automated journeys.

Reported business value

The organization runs more than 120 fully automated, always-on campaigns across European markets, saw a 50% increase in email open rates, a 230% increase in lead submissions, a 5% increase in order uptake, and a 0.55% to 18.37% increase in car-configurator step-conversion rates, while activating more than 331,000 first-party profiles for retargeting.