BMW – BRAND IMPACT ACCELERATOR

PERIOD 2021 – ON GOING

Strategically fueling and transforming a brand necessitates precise brand activation management aligned with defined objectives and a multifaceted assessment of brand impact. The Brand Impact Accelerator (BIA) empowers BMW campaign and experiential managers to make informed decisions and foster a culture of learning within the organization. Over the past few years, we’ve critically evaluated more than 50 brand activations, ranging from ArtBasel to the IAA, to assess their strategic brand impact and utilize these insights to enhance the efficacy of future activations.

GOAL

The BIA program was designed to achieve three primary goals:

Goal-Oriented Management: :

Establish a goal-driven steering process that engages all pertinent stakeholders.

Unified KPI Framework:

Create standardized Key Performance Indicators (KPIs) for strategic and tactical activation management.

Granular Brand Image Measurement: :

Develop measurement constructs that enable a detailed assessment of the BMW brand image.


CHALLENGE

The challenge lay in crafting and implementing a data-driven approach that aligns with event and campaign managers, channel owners, the BMW in-house agency, The Game, as well as the KOL agency. We aimed to cultivate a data-driven culture within the BMW Brand Impact Council.

SOLUTIONS

Shared Vision:
We embarked on defining a collective vision spanning the entire brand communication landscape.

Stakeholder Alignment:
Identifying key stakeholders and uniting them behind the common vision, approach, and KPIs. This involved defining KPIs and constructing measurement frameworks based on digital data, such as organic searches on both event and brand levels, and Digital Brand Equity, a measurement derived from social listening data assessing various facets of the BMW brand image.

Reporting Framework:
We established structured reporting formats for pre-event, during-event, and post-event evaluations. This included building a dynamic dashboard and a benchmarking database.

Learning Culture:
Our efforts extended to fostering a culture of continuous learning within the organization.

Future Positioning:
We also explored opportunities for positioning BMW within the broader competitive landscape.

By implementing the Brand Impact Accelerator, BMW has achieved a more streamlined and data-driven approach to brand activation, enhancing the brand’s strategic impact and aligning all stakeholders behind common objectives.

DATA ANALYTICS CENTER

PERIOD: 2016 – ONGOING

GOAL

  • Establish data-driven thinking and a practice of improved insights sharing across department to break down data silos and to ultimately improve marketing efficiency
  • Measure the digital perception of the various brands of the BMW Group as well as of BMW products in the digital sphere
  • Understand the performance of BMW’s and competitors’ campaign and content in general to optimize continuously
  • Enable holistic content creation and content management by observing and identifying trending topics in near real-time
  • Create a central analytics touchpoint between departments and markets with potential for in depth analyses and data-driven decision support

CHALLENGE

Due to the size of the company and its complex dealer and sales network, the main challenges are of infrastructural, organizational, and cultural nature.

  • BMW markets worldwide need to open and integrate their data for optimal use. This requires transparent and cohesive data collection and input processes.
  • A lack of experience in working with data and even more important, taking decisions based on relevant insights, still presents a challenge to the project.
  • As in other classical industries, the team had to cope with established thinking and behavioral patterns that did not necessarily facilitate data-driven practices. Existing communication and working mechanism as well as corporate processes, can also prevent fast and agile sprints, which are, yet, necessary for nimble and speedy project realization.

SOLUTION

TD Reply Berlin and Munich decided to approach the manifold tasks of the project by building a diverse team of experts in the fields of digital and data strategy, infrastructure set-up, and marketing analytics. To be able to cater to the different needs of these stakeholders, TD Reply went for a two-fold approach:

The heart of the project is TD Reply’s PULSE dashboard, an automatic go-to single source of information including all business-relevant KPIs. Each view incorporates only relevant KPIs as a data-driven KPI assessment with KPI effect modeling was the basis for identifying what is really relevant to the business. BMW employees can review campaigns, social media channel performance, product and brand perception, etc. around the clock and for a multitude of markets and business units.

The second building block constitutes a comprehensive range of special analyses. a dashboard user identified the need for further analysis based on the data in the dashboard. Other analyses assist in campaign platform selection, such as event sponsorships or commercial partnerships, white-spot analyses regarding consumer interests, or tracking of content fit, i.e. if a campaign and its consumer perception adheres to BMW’s brand values.

Both elements form the BMW Data Analytics Center – the go-to for every employee who wants to take better informed decisions and easily access the insights he or she needs.

RESULTS

With the BMW Data Analytics Center, fueled by TD Reply’s PULSE dashboard and business question analyses, BMW is equipped with valuable insights enabling continuous optimization of brand and product perception, content creation, campaign performance and other measures that help drive marketing ROI. BMW is now empowered to further established data-drivenness throughout the company and to enter the sphere of more advanced analytical projects, such as business effect modelling and predictive analyses.