We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.

Preparing Marketers for the Road Ahead: How Subaru Quickly Connected Data to Understand the Customer Journey

Original Presentation Date

Jun 10, 2020

Key Takeaways

Join this webinar and learn:

  • What challenges drove Subaru to understand the customer journey
  • How the automaker gained analytical insights by combining CRM and digital data
  • The road marketers must take to accelerate data-driven customer experiences

Detailed Overview

Marketing leaders expect their decisions to be driven by data. To do this, organizations must centralize data in one place—in a format that’s accessible and actionable across the entire business. But bringing data together is only the first step.

Subaru of America’s journey was no exception. The automotive company needed to create a connected customer journey across online and offline interactions, but its critical CRM and digital data files were stored in different locations. In 90 days, Subaru brought over 25 data sources together, and gained insight into customer behavior using queries, dashboards and reports.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Subaru of America’s Shera Polzar, manager of information technology, CRM, and Rufus Frazer, senior data scientist, along with Merkle's Kurt Gottzandt, architect for campaign management platforms. They will share Subaru’s journey toward data-driven marketing.

Please note that this webinar is hosted by eMarketer. You will be directed to their website to register for the presentation using the link below.


Shera Polzer

Manager, Information Technology CRM, Subaru of America

Rufus Frazer

Data Scientist, Subaru

Kurt Gottzandt

Director, Platform Architecture