A luxury car company sought to increase sales by providing customers with personalized offers based on their purchase and service history, driving habits, outside interests and demographics. While the automaker had most of the data required to make the right offer to a customer, different departments focused on their own slice of data and conducted separate marketing campaigns. Without a holistic view of the customer, departments sent overlapping offers—some irrelevant—and, consequently, customers paid little attention. With different countries using different marketing platforms, the cost of innovation increased as well. The client engaged Cognizant to build a personalized marketing platform that would deliver the right offer through the right channel at the right time.