Holistic Marketing Analytics Transformation: A Case Study on MINI
Applicable Industries
- Cement
Applicable Functions
- Sales & Marketing
Use Cases
- Vehicle-to-Infrastructure
About The Customer
The customer in this case study is MINI, a renowned automobile manufacturer. MINI's Global Marketing function is responsible for defining its brand strategy and creating assets, campaigns, and structures for markets to activate. However, it does not purchase any media itself, which led to a lack of coherent data, insight, or feedback loop around how the Global strategy and assets were supported in the market, or how they performed. This was a significant challenge for the company as it hindered the ability to make informed investment decisions, which was crucial for the company's growth and success.
The Challenge
MINI's Global Marketing function was faced with a significant challenge. Despite defining its brand strategy and creating assets, campaigns, and structures for markets to activate, it did not purchase any media itself. This resulted in a lack of coherent data, insight, or feedback loop around how the Global strategy and assets were supported in the market, or how they performed. The absence of a comprehensive system to generate rich, ongoing insights into marketing performance and its impact on sales was a major obstacle. This situation hindered the ability to make informed investment decisions, which was crucial for the company's growth and success.
The Solution
To address this challenge, a MINI Marketing Dashboard (MMD) was created over a two-year period. The MMD was designed to enable the Global Marketing function to generate rich, ongoing insights into marketing performance and its impact on sales. The development of the MMD involved a strategy and roadmap creation, and building the infrastructure needed to manage all of MINI’s marketing and sales data across its top 20 markets. This process was carried out in four key stages: Data Consolidation, Holistic Reporting, Deeper Understanding, and Advanced Analytics. The MMD solution consists of six functions, all answering different questions with a range of end users, from C-suite marketers to retailer managers. Beyond the vision, the MMD has an established, ongoing process to ensure learnings are understood and scaled out to the stakeholders that need it most.
Operational Impact
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