Toyota Canada needed a better way to manage and use its marketing data. Customer and lead information was scattered across dozens of internal teams and external partners, making it difficult to gain a complete, accurate view of each customer.

Challenges included:

• Fragmented and siloed databases
• Inconsistent data hygiene, including duplicates and outdated records
• Missing documentation across data sources
• New Canadian privacy laws requiring stricter data governance
• Complex stakeholder environment with competing objectives

Without a unified system, Toyota’s ability to personalize marketing, measure campaign success, and comply with privacy regulations was limited.

CVM partnered with Toyota Canada to build and manage a consolidated marketing database — a single source of truth for customer and lead data.

Key elements of our solution included:

• Data Integration: Consolidated data from dozens of internal and external sources using automated pipelines and API integrations.
• Data Hygiene: De-duplicated and standardized millions of records to ensure accuracy and consistency.
• Flexible Architecture: Built on Microsoft SQL Server with a modular, scalable design to accommodate evolving business needs.
• Governance Framework: Implemented strict data governance processes, including standardized definitions (e.g., "retention rate," "loyal customer") and compliance protocols aligned with Canadian privacy laws.
• Cross-Team Collaboration: Worked closely with Toyota's internal teams and partner agencies to align on KPIs, definitions, and ongoing data management practices.

CVM took an incremental, stakeholder-driven approach — starting with quick wins, gathering feedback, and iteratively expanding capabilities to ensure organizational buy-in and long-term success.

• Centralized, trusted database that powers all direct marketing efforts, including email, social, display, and direct mail campaigns
• Unified dashboards and KPIs providing consistent, real-time insights across business units and agency partners
• Improved campaign targeting and personalization based on a 360° view of customer behavior and engagement
• Strengthened compliance with Canadian privacy laws and internal security standards
• Established a scalable foundation for future AI, analytics, and customer experience initiatives

• Start Small, Scale Fast: Incremental delivery helped build trust and secure buy-in from diverse stakeholders.
• Architecture Matters: Flexible systems allow for continuous growth without major rework.
• Data Governance is Critical: Reliable data depends as much on process and standards as it does on technology.