DodgeMiami Scales 600+ Journeys Across 55 Units

Project Overview

Organization

DodgeMiami (Atlantic Coast Automotive)

Industry

Automotive / Dealership Group

Location

Florida, Maryland, Virginia, Pennsylvania

Founded

2006

Scale

55 business units · Multiple franchise brands

Products / Services Used

Salesforce Marketing Cloud
Journey Builder
Automation Studio
Audience Builder
Einstein STO
CDP Integration

Atlantic Coast Automotive runs franchises across Chevrolet, Ford, Nissan, and Toyota, across five states, through multiple acquisitions, under dozens of business units.

When you're that massive, your marketing issue isn't a lack of creativity, it's a breakdown in infrastructure. And infrastructure problems don't get solved with better copy.

Performance Insights

Key results for the client

600+

Customer journeys activated

Business units running live, personalized communications

Journey types deployed across the full customer lifecycle

Phase approach: Data → Build → Optimize

Client Objectives

The obstacles blocking the progress

Talk to our team

The data couldn't be trusted

Customer records were pouring in from many sources - messy, mismatched, and totally unverified. You can't personalize marketing on dirty data. If you try, every customer journey you build will hit the wrong person, with the wrong message, at the exact wrong time.

No journey architecture existed

There was zero strategy for how customer messages should flow. No lifecycle logic, no trigger framework, nothing standardised across the group. Every business unit was doing its own rogue thing. Trying to grow in that environment requires rebuilding the foundation from scratch.

The scope was enormous and the timeline wasn't flexible

The brief was to activate 10 journey types across all 55 business units simultaneously, a scope that would stress-test any team. The margin for a slow start was zero.

Platform capability sitting unused

Salesforce Marketing Cloud is an absolute powerhouse. But it’s also famously underutilized because syncing Journey Builder, Automation Studio, and Audience Builder takes serious dev expertise. DodgeMiami owned the tech; they just didn't have the chops to drive it.

Mavlers Strategy

How 600+ journeys got built, launched, and kept running

Talk to our team

‍

Audit first, build second

Before mapping a single customer journey, we did a massive autopsy on their existing systems, tech, and creative. It's where you find the gaps that derail a rollout three months in. The audit gave us a clean starting point and showed us exactly what to fix before turning automation on.

Data cleaned at the source

Data hygiene practices were established and connected to ACA's CDP (Treasure Data), creating a structured pipeline for staging and incremental syncs into SFMC.

Lifecycle journeys built for real customer moments

Ten journey types were constructed in Journey Builder. They were mapped to actual moments in the customer relationship, not generic email sequences. A first-time buyer sits in a different place than someone due for a service visit or approaching the end of a lease. Each journey was built to reflect that reality.

Automation Studio took the manual work off the table

Scheduling and messaging triggers were configured across all 55 business units. The right message now fires at the right time without anyone managing it manually. For a group this size, that operational shift is noticeable. It's the difference between a marketing team running campaigns and a marketing team building strategy.

Audience segmentation made the messaging relevant

With Audience Builder, we built precise segments so campaigns only reached the right buyers. Relevance is everything in automotive. Sending a tire discount to a customer with a fresh lease isn't just a waste of money, it signals that your brand doesn't know who its customers are.

Einstein STO improved timing without touching the copy

Einstein Send-Time Optimisation was applied across journeys to send each message when that specific customer was most likely to engage. Based on their own behaviour, not a fixed broadcast time. Open rates improve. It's one of the highest-ROI adjustments available in SFMC and one of the most overlooked.

Launch wasn't the finish line

We used Analytics Builder to track performance and optimize the customer journeys in real time. Launching the campaigns was just step one. The real growth happens during the weekly optimization work where results start compounding.

Results

What DodgeMiami achieved

Mavlers has successfully deployed the customer journey emails and offered outstanding response times. They're talented, responsive, and a great team that always strives to achieve the end goal.

We move faster, optimize smarter, and help you outpace competitors with AI behind every move.

Sambit Pal

Customer Retention & Martech VP

Organization

DodgeMiami (Atlantic Coast Automotive)

Industry

Automotive / Dealership Group

Services Used

Salesforce Marketing Cloud, Journey Builder, Automation Studio

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About

DodgeMiami is part of Atlantic Coast Automotive, a multi-brand automotive dealership group operating across Florida, Maryland, Virginia, and Pennsylvania. The group represents major automotive brands including Dodge, Chevrolet, Ford, Nissan, and Toyota, with 55 business units across its dealership network.

‍

Its operations span vehicle sales, service, financing, and ongoing customer engagement across multiple dealership locations and franchise brands.

Challenges

Customer data was coming from multiple sources, creating mismatched and unverified records
There was no standardized journey architecture or lifecycle logic across the business
The rollout needed to support 10 journey types across all 55 business units
Salesforce Marketing Cloud capabilities across Journey Builder, Automation Studio, and Audience Builder were underutilized
Manual campaign management made it difficult to deliver personalized communications consistently at scale

Goals

Create a standardized lifecycle journey framework across the dealership group
Clean and structure customer data for reliable personalization
Deploy 10 journey types across all 55 business units
Automate triggers, scheduling, and messaging to reduce manual effort
Improve engagement and conversions through stronger segmentation and send-time optimization
Build an infrastructure that could scale across business units and franchise brands

Solution/Approach

Audited the existing ecosystem: Reviewed the technology, systems, data, and creative to identify gaps before the rollout
Strengthened data infrastructure: Connected Salesforce Marketing Cloud with the Treasure Data CDP to create a structured pipeline for customer data
Built lifecycle journeys: Developed 10 Journey Builder journey types around key customer moments, including purchase, service, and lease milestones
Automated execution: Configured Automation Studio for triggers, scheduling, and messaging across all 55 business units
Improved segmentation: Used Audience Builder to create more relevant customer audiences and offers
Optimized send times: Applied Einstein Send-Time Optimization to improve the timing of customer communications
Monitored performance: Used Analytics Builder to track results and continuously optimize journey performance

Results

600+ journeys live - Deployed across 55 business units.
10 journey types - Standardized customer lifecycle communication at scale.
55 business units - Brought under one scalable journey framework.
Improved engagement - More relevant segmentation and timing strengthened campaign performance.
Stronger conversions - Personalized offers helped drive more relevant customer actions.
Scalable infrastructure - Created a foundation for adding journeys and business units without rebuilding the system.

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The bigger win: DodgeMiami moved from fragmented campaign execution to a standardized, data-driven Salesforce Marketing Cloud ecosystem built for personalized customer engagement at scale.

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DodgeMiami Scales 600+ Journeys Across 55 Units

Project Overview

Key results for the client

The obstacles blocking the progress

How 600+ journeys got built, launched, and kept running

What DodgeMiami achieved

Mavlers has successfully deployed the customer journey emails and offered outstanding response times. They're talented, responsive, and a great team that always strives to achieve the end goal.

About

Challenges

Goals

Solution/Approach

Results

Results that speak for them selves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Ready to scale customer journeys?

Get in touch with us.

You’re all set!

Results that speak for them selves.