CASE STUDY
ACCELERATING DEALERSHIP GROWTH THROUGH DATA
CLIENT
National Dealership Group
Accelerating Dealership Growth: How Petram Analytics Transformed a National Dealership Group’s Data & Marketing Strategy
Company Background:
Powered by private equity investments and bolstered by a rapid pace of acquisitions, this national dealership group grew to more than 110 dealerships in under six years. While this expansion solidified them as one of the fastest-growing dealership groups in the industry, each acquired dealership had its own unique data environment—creating an urgent need for a unified approach to data integration and customer engagement.
Recognizing the importance of consistent, accurate, and actionable data, the leadership team partnered with Petram Analytics. Together, they set out to centralize disparate data sources, build comprehensive customer profiles, and create a cohesive marketing orchestration platform that would enable personalized engagement across email, SMS, app, paid media, and more.
THE RESULT:
Petram Analytics consolidated siloed datasets from 100+ dealerships into a single data warehouse, integrating sales and service data, website and app behavior, and enriched customer attributes. This robust infrastructure, combined with a newly implemented CDP, provided a 360º view of each customer, enabling precise segmentation and more relevant, personalized messaging.
By leveraging AI-driven personas, advanced segmentation strategies (including RFM modeling and enrichment with attributes like home value and travel interests), and automated marketing workflows, the dealership group drastically increased engagement while reducing spam and unsubscribe rates. Notably, email and SMS became their most cost-effective channels, generating significant incremental revenue and measurable improvements in campaign performance across the board.
$350 MILLION
Generated from the CDP in 2024
109%
Increase in email click rate
48%
Decrease in spam rate
10x
Increase in unique click count
96%
Lower CPL than CPC
Project Highlights
AI-Driven Personalization
Developed recommendation algorithms to suggest relevant RVs, driving higher engagement and additional link clicks within emails.
Single Data Warehouse Integration
Unified over 100 individual data sources into one repository, enabling consistent reporting and actionable insights across all dealerships.
CDP Implementation & Enrichment
Built an advanced CDP with user-merge hierarchies and enriched profiles to validate and enhance contact data for precise targeting.
Segmentation & Cohort Analysis
Combined RFM scoring with demographic and behavioral attributes to create distinct segments and AI personas, informing tailor-made campaigns.
Multi-Channel Orchestration
Implemented an integrated stack for email, SMS, app push, paid media, and direct mail, ensuring consistent and efficient customer touchpoints.
Real-Time Dashboard Insights
Created dashboards to visualize store performance, campaign outcomes, and the impact of AI product recommendations across the enterprise.
