BMW: The Ultimate Data Machine

Halie Burgess, Lucy Zheng, Laura Tumulty, Bill Ott et al.

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

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...

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