Campaign details
Brand: BMWBrand owner: BMWLead agency: Cadreon, UMCountry: United StatesIndustries: Luxury automotiveMedia channels: Programmatic displayBudget: 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...