BMW: The Ultimate Data Machine

BMW, an automotive brand, launched a centralized data warehouse in the US to improve effectiveness of its media plan and measurability.

Agency: Cadreon

Objectives

BMW was losing market share to its competitors and faced a rapidly shifting auto market: Housing, taxes, and insurance costs have increased YoY for many of BMW's target consumers (generally A25-54, HHI of $100K+), leading to a reduced overall auto spend and hurting the company's sales. In addition, BMW was struggling to effectively analyze available data across their various media campaigns, which led to a fragmentary view of the consumer. Our objective became to improve the effectiveness of BMW's media plan while deepening the real-world measurability of the company's digital media execution. In short, we needed...

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