“We’re now able to very confidently dispel what the CRM tells us… it’s such a multi-touch ecosystem between not just our own site, but our group site, our third parties, our trade tools, and our chat.”
— Giancarlo Montenegro, Castle Automotive Group
Castle Automotive Group implemented Orbee to resolve customer digital identities at the group-site level and correct flawed, binary CRM attribution models. This enabled a shift away from old-school mass media toward hyper-segmented marketing activations mapped to the unique needs of a customer’s entire garage.
The challenge
Castle struggled to bridge the gap between their group-level digital advertising initiatives and localized CRM platforms, which frequently fell victim to human data entry errors and oversimplified, last-touch attribution. Orbee stepped in as an essential technical layer, matching complex digital actions — including chat interactions, trade evaluation tools, and third-party portal clicks — with verified user identities. Instead of dealing with the rigid, non-negotiable software packages common among multi-billion-dollar vendors, Castle collaborated with Orbee to engineer custom data pipelines and tailored operational reporting structures.
The results
By integrating Orbee, Castle gained the clear insights needed to challenge flawed CRM reporting and chart exact customer journeys with confidence. The platform has positioned them to focus completely on hyper-segmentation and precise asset activation. Rather than blasting out generic, cookie-cutter mass-media promotions, Castle utilizes deep lifecycle insights — such as vehicle ownership length, personal journey paths, and household-wide garage assets — to serve contextually relevant marketing communications that maximize long-term household retention.
By the numbers
- Enterprise asset portfolio: 16 physical locations and 24 distinct new-car franchises.
- Technology philosophy: 100% digitally driven corporate culture.
- Marketing budget allocation: 90% of total marketing investment dedicated exclusively to top digital platforms.
- Attribution resolution: Multi-touch tracking across independent websites, trade-in software, and live-chat tool ecosystems.
