Beyond the silo: Joining the research dots to maximise brand insights for the BMW Group

This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources.

Beyond the silo: Joining the research dots to maximise brand insights for the BMW Group

Sabine HatzBMW Group, GermanyHarald SchusterGfK, Germany

Introduction

This paper will demonstrate how intertwined knowledge of the fundamental brand mechanics can be generated by using multiple data sources. Based on a global insights integration project it will be demonstrated how connecting multiple data sources leads to a deeper understanding of markets or target groups (research effectiveness) and leverages the return on research (research efficiency).

The results presented will give new impulses that feed into the discussion about adequate research techniques for the complex...

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