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

Sabine Hatz
BMW Group, Germany
Harald Schuster
GfK, Germany


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 brand management approaches in the automotive industry, where two aspects are of paramount importance: long-term brand building as well as short-term operative measures for selling cars.

Overcoming the information overload