Customer Overview
Behind Freesbe stands the Carasso Motors Group, a long-standing and well-known importer that has been operating in the automotive industry in Israel since 1933. The company's insurance, leasing, and financing services are handled in-house, allowing customers to enjoy an efficient and cost-effective process without intermediaries or external entities. With the launch of Freesbe, the Carasso Motors Group consolidated its financing, leasing, used car sales, and insurance services under the Freesbe brand, including activities from Lease4U, Cal Auto, Carasso Trade, Carasso Insurance, and AutoCash Financing Services.
Problem/goal
- Navigating a complex system landscape with disparate technologies and data sources.​
- Achieving data harmonization across multiple, fragmented sources for a unified view.​
- Overcoming manual preparation of segments and analysis, which was time-consuming and inefficient.​
- Accelerating time to market for marketing campaigns, which previously took days to weeks to launch.​
- Gaining meaningful insights from consolidated data, which was previously fragmented and hard to interpret.​
- Addressing the challenge of multiple scattered data sources in various formats, making it difficult to implement AI and large language models (LLMs).​
Solution
- Salesforce Data Cloud: Used as the central hub for all customer data, allowing seamless integration with other Salesforce clouds (e.g., Sales Cloud, Marketing Cloud).​
- Salesforce Marketing Cloud: Enabled personalized marketing campaigns based on unified customer profiles.​
- Existing CRM System: Integrated with Data Cloud to ensure consistency across customer touchpoints.​
- Tableau – Integrations & Analytics: Tableau was integrated for advanced analytics and visual reporting, providing actionable insights and performance tracking across all data points. Tableau allowed the client to gather insights from third-party external sources while managing internal data efficiently.​
- System Integration: Ensuring seamless connectivity between Salesforce Data Cloud and other key business, internal, and third-party external systems, eliminating data silos.
- System Integration: A key aspect of the project was integrating Salesforce Data Cloud with several critical systems:
- Datorama: Integrated into Data Cloud to provide detailed insights on marketing campaign performance, including lead costs and budget analysis.​
- ERP: Integrated into Data Cloud to add financial and historical order data, enriching the customer 360° data model.​
- SurveyMonkey: Integrated into Data Cloud to enrich the data model with customer satisfaction data, providing additional insights for personalized engagement strategies.​
Technologies used
Business Outcomes
The solution provided a comprehensive 360' customer view with a unified profile, integrating all data sources into one platform and delivering valuable insights that enable the client to better understand customer behavior and make informed decisions.
- Leveraging customer insights: With the unified customer view and actionable insights, such as preferred communication channel, time, and recent interactions, the client can now predict customer behavior and make informed decisions on when and how to engage customers. These insights were previously inaccessible or would have taken significant time to obtain.​
- Integrating all data sources into one central location, eliminating redundancies, improving operational efficiency, and providing a unified platform for data management.​
- Personalizing and improving the customer experience through accurate and consolidated data. This allowed for better customer engagement and satisfaction by enabling targeted and precise marketing campaigns.​
- Enhancing data-driven decision-making across all management levels, allowing for quicker and more precise responses to market and customer demands.​
- Improving time-to-market for marketing campaigns (from hours to days) through more efficient campaign execution and real-time data insights.​
- Effective campaign evaluation and prioritization, with improved leads generation, budget control, and cost per lead assessment, allowing for better campaign management.
Business outcomes
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