Lifecycle journeys that know who you are
Odyssey is a multi-channel customer lifecycle program: email, direct mail, SMS and online display, all driven off the same customer data record.
Marketing spend was going out to external vendors and customer records were disjointed, so coordination was impossible.
Engage customers through coordinated lifecycle journeys, built and governed in-house across 300+ locations.
Every touch is triggered off vehicle ownership data rather than a calendar.
Brand-aware templates assembled at send time with AMPScript.
The same record drives the print run, so the mailer matches the inbox.
Retargeting built from the same audience definitions, closing the loop.
Odyssey is also the name of the internal platform behind these journeys — a Vue app I built and host on Cloudflare. It gives the team no-code tools for the day-to-day work: the Newsletter Builder lets anyone assemble a send, preview it on desktop and mobile, test it, and schedule or deploy it, without touching a template.
Bringing Odyssey in-house cut roughly $7M a year in external spend. It now runs 20+ journeys per location and 30+ for Driveway, sending 160M+ communications a year across email, direct mail and SMS — at 99%+ delivery and a 3.2% average click rate.
Bringing this in-house meant owning the data model, not just the creative. That turned out to be the whole point.