21% Improvement in Lead-to-Sales Conversion and 17% Increase in Accessory Revenue
Through CRM funnel analytics & ML-driven propensity recommendations for a leading automotive group in the Middle East.
Client Overview
Through CRM funnel analytics & ML-driven propensity recommendations for a leading automotive group in the Middle East.
Context & Challenges
Although the client had strong CRM adoption and high enquiry volumes, performance visibility across the funnel remained fragmented across AutoLine, CRM, and branch-level reporting.
Key challenges included:
- Limited end-to-end visibility into lead progression and funnel drop-offs
- Inconsistent follow-up discipline and TAT adherence across branches
- No data-driven approach to accessory cross-sell & attach optimization
Reporting was retrospective rather than actionable at the point of sale
Leadership wanted to move from activity-based CRM reporting to a conversion-driven, profitability-focused sales engine.
Solution Delivered by DataPhi
DataPhi implemented a centralized CRM & Sales Analytics platform on AWS, integrating data from:
Autoline (vehicle, booking, delivery & sales operations)
CRM & lead management systems
Finance & accessory billing systems.
The data platform on AWS was powered by:
Amazon S3 for centralized data lake storage
AWS Glue for ingestion, transformation & data quality controls
Amazon Redshift for analytical data models & sales marts
Amazon SageMaker for ML-driven accessory propensity models
Business insights were delivered via Power BI dashboards and embedded workflows for branch and sales leadership.
CRM Funnel & Sales Performance Analytics
Full visibility across Lead → Test Drive → Offer → Booking → Delivery
Funnel leakage and TAT variance by brand, branch, channel & salesperson
Conversion velocity monitoring with SLA deviation alerts
Alignment of performance across Retail, Fleet & Digital channels
Accessory Profitability & Attach-Rate Insights
Accessory contribution tracked at model, trim, branch & salesperson levels
Attach-rate opportunity mapping to identify missed cross-sell points
Margin insights shared with branches to drive disciplined upsell execution
ML-Driven Propensity Recommendations (Embedded at Booking Stage)
Accessories attach likelihood across profiles
Customer purchase behavior
Historical booking success patterns
Business Impact & ROI
21% improvement in lead-to-sales conversion driven by visibility into funnel leakage and TAT adherence
17% increase in accessory revenue contribution through ML-guided attach recommendations at booking
Reduction in aging across critical funnel stages, resulting in faster, more predictable sales turnaround across branches
Why it Matters
This engagement helped the automotive group shift from fragmented operational reporting to a profitability-led, intelligence-driven sales ecosystem — where CRM, Autoline, and ML insights work together to drive measurable commercial outcomes.