Cox Automotive Builds an Identity Graph on AWS for Post-Cookie Personalization


Cox Automotive makes buying, selling, owning, and using vehicles easier for everyone, including millions of car shoppers and 40,000 auto dealer clients across five continents. The company has 34,000 team members and a family of brands, including Autotrader,, and Kelley Blue Book. Carlos Rendon, principal technical architect at Cox Automotive, spoke at re:Invent 2020 about how Cox Automotive combined data from millions of car shoppers to create an identity graph for marketing personalization without using third-party cookies.

Cox Automotive built its identity graph using Amazon Neptune, which is a fast, reliable, fully managed graph database service that makes it easy to build and run applications that work with highly connected datasets. They used deterministic and probabilistic data science to match online to offline data, and group data into households.

“We want to have a connected consumer journey,” says Rendon. “We’re using data about the consumer from all of the sources we might get it from—including Cox Automotive businesses and external providers—and using machine learning to create reliable, predictive insights.” The company uses its identity graph for marketing solutions such as advertising, website personalization, vehicle recommendations, email marketing, lead enrichment, and customer relationship management.

Watch the full Cox Automotive re:Invent 2020 presentation, “Building the post-cookie identity graph for marketing.”

Cox Automotive Powers Identity Graph with Amazon Neptune (1:42)

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