Campaign details

Brand: BMW
Brand owner: BMW
Lead agency: Cadreon, UM
Country: United States
Industries: Luxury automotive
Media channels: Programmatic display
Budget: Over 20 million

Executive summary

With contemporary consumers taking a purchase path both on and offline, data is often fragmented, flawed and volatile; analysis requires careful management and reconciliation. We sought to find a solution to this industry wide issue, by developing a centralized data warehouse gathering information from all sources along the customer journey. We created a holistic consumer view, and then effectively tailored messages to high-value audiences. This data-driven, audience-first approach was measured with a comprehensive set of metrics, resulting in more than 1.2m media-attributed dealership visits across the US and a lift in qualified visitation rate.