CASE STUDY
Eurowag
One customer data model for a B2B group built on many acquisitions
One model
For every acquired company, each with its own IDs and lifecycle
One view
Bloomreach as the tool with the widest view of each customer
More data
Many sources connected, with more being added
Closer teams
Visibility and good relationships with data and infrastructure people
Eurowag sells to road transport companies, not to consumers. Its customers are haulage firms and the people who run their fleets, across many European countries. They buy fuel and toll payments and fleet software, so customer communication follows contracts, vehicles and cards, not shopping carts.
Eurowag ran that communication from Microsoft Dynamics. The data came only from the CRM. Emails were basic, and little was automated.
The team decided to move to Bloomreach. The hard part wasn’t the move. Eurowag had acquired many companies. Each one had its own customer IDs, its own needs, and its own stage in the customer lifecycle. The new setup needed one data structure and one set of rules that could hold all of them, robust and as flexible as possible in the long run.
“We needed a partner who can think in big complexity and size but be flexible and startup-like in delivery,” says Miroslav Rozenberg, Head of Digital Customer Communication at Eurowag.
We started with questions about the companies, their customer IDs and their lifecycle stages. The answers shaped the data structure and the logic that ties each customer to the right company and stage.
The developers built it. We worked next to them: we told them what to build and how, and took responsibility for the result.
“First of all by asking really good questions. Helping to communicate and advise developers what to do and how to do it. And taking responsibility,” says Miroslav.
“I felt like we are partners, not agency-client style. You always kept in mind the context of your client, which we appreciate a lot.”
Bloomreach is becoming the tool with the widest view of each Eurowag customer. It is connected to many other data sources, with more being added, and the team now has visibility and good relationships with the data and infrastructure people. In Miroslav’s words: “you built good foundations to continue on.”
His advice to anyone considering Asteroad: “Definitely shortlist them or right away sign and go for it. But be ready to be challenged, to be supportive and ready to execute. It is a two-way stream. Always.”
LED BY
Radoslav Matuska
Co-Founder · Marketing Automation & CDP Consultant
Marketing automation and CDP consultant, in his third year at Asteroad leading daily CDP, weblayer, and marketing automation delivery. Former Exponea business consultant with 40+ implementations.
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