Audi prides itself on the quality of its engineering - one would expect no less of a German carmaker - and it has built a culture of analytics to sit alongside that. The econometric models it has created weave manufacturing, marketing and media together into the fabric of the business in such a way that business decisions can be joined-up.
“We can run these models with a high degree of certainty that will tell people: if we want to sell 200,000 cars next [year], this is how much media you need to put behind it,” Benjamin Braun, UK marketing director...