Volkswagen Marketing Performance Management

Technology and services for data-driven decision making

TASK

Evaluate and improve digital brand and marketing performance for Volkswagen China, roll-out to other entities and markets within the Volkswagen Group.

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OUR APPROACH

Pilot 2010-2011:
Preparation of open innovation and a social media strategy development and sup-port of implementation; development of KPIs with continuous tracking, steering of agencies, identified meaningful insights and reported for the media and impact improvement of the biggest corporate digital program for VW China “People’s Car Project” (PCP) covering a 360° marketing ecosystem. Integration of market research data, social media, opinion mining, web analytics, CRM, media data.

Extension 2012-2014:
Integration and application of learnings to over 30 programs and across 4 entities, becoming a consolidated marketing tool in China. Extension to European market across multiple countries

Currently, our reports cover over 25 billion ad impressions, 42 million website visits and 4 million social media users.

RESULTS

  • Real-time performance overview, immediate optimization of marketing initiatives
  • Improved brand and program performance creating media value of up to 100%
  • Transparency, controlling of agencies resulting in a maximization of the impact of digital investments