Mapping the customer journey
To better understand its customer needs and wants, BMW Group separated the customer journey into three strategic triggers, which are then tracked and targeted using Adobe Analytics and Adobe Target.
The first, called the ‘awareness phase’, is a prospect’s first engagement with BMW Group, whether via digital advertising (display, social media) or through more evocative means, such as the sound of an 8 Series zooming past as you walk to the shops.
The next stage is perhaps the most important, the ‘research phase’. With more than 90% of BMW Group’s buyers engaging with its web presence at some stage, it knew its website formed a critical phase of the customer journey.
The third and final stage is the ‘purchase phase’. Depending on your location, this entire journey can be carried out from the comfort of your sofa. Watch a BMW i8 glide past your front window, jump onto the BMW Group website to find out more, make the purchase and get the car delivered to your front door.
But, because BMW Group is a global brand offering multiple services and products, there are dozens of different customer journeys taking place simultaneously. The sheer amount of insight available to collect would make even the most data-literate marketer’s head spin.”
A commerce offering clicking into digital gear
Much like the efficiency of a vehicle production line, BMW Group is using Adobe Analytics to analyse user behaviour across its entire commerce and web presence, neatly separating user behaviour into distinct customer segments and tailoring its communications and content accordingly using Adobe Target.
BMW Group now has the ability to track exactly where people are arriving on its website from, whether through a specific product campaign or more general digital advertising. This way, the company can tailor its entire online experience to suit a customer’s specific need, such as test drive offers or, in the near future, personalised reminders when a customer’s lease is due to expire.
Another key area that analytics helped to sharpen was strengthening BMW Group’s relationships with its dealerships. For example, following in-depth analysis, BMW Group discovered that its automotive dealers were struggling with handling large volumes of offer & purchase requests on one of its online sales platforms.
By introducing more sophisticated filtering, additional on-page information and new navigation options, BMW Group was able to save dealers vital processing time.
A data-led approach that fuels an entire organisation
The flexibility and open source nature of Adobe Analytics also means multiple BMW Group brands - including MINI and BMW Motorrad - are working from the same centralised hub.
Teams can build their own principles on top of Adobe’s tech (such as customised segments and scoring models) share success stories and best practice, ensuring each team is delivering a consistent, cross-brand experience.
For example, BMW Group’s marketing team built a bespoke scoring model and used Adobe Target to deliver personalised offers to users, such as test-drive offers if they’d been browsing a particular vehicle’s landing page, resulting in more completed requests (e.g. test drives, quotes, offers, brochures, saved configurations).
Shifting data perceptions across a global brand
The success of these initiatives means the thirst for more data-driven campaigns and experiences has democratised and spread across the entire organisation.