Iris > 实例探究 > 转变 MINI UK 的营销策略：数字化成功故事

转变 MINI UK 的营销策略：数字化成功故事

技术

分析与建模 - 数据挖掘
传感器 - 自动驾驶传感器

适用行业

汽车
矿业

适用功能

采购
销售与市场营销

用例

智能停车
车辆到基础设施 (V2I)

关于客户

客户 MINI UK 是一个需要适应现代汽车购买者不断变化的购买行为的汽车品牌。他们希望通过利用数字渠道来提高品牌相关性和消费者获取。

登录后查看完整内容

挑战

MINI UK 面临的挑战/情况是汽车购买过程从展厅转向网上。他们需要重新调整营销支出并优化其在数字渠道中的形象。

登录后查看完整内容

解决方案

MINI UK 的主要代理合作伙伴 iris 提供的解决方案是减少传统 ATL 渠道的支出并利用数字渠道的力量。他们对客户旅程进行了全面审查，利用数据挖掘和档案构建来定制沟通，并改造 MINI 的线上和线下沟通方式，以创造无缝的潜在客户购买体验。他们还通过创建本地化网站 MINI.co.uk 来解决移动设备缺乏的问题。

登录后查看完整内容

运营影响

The implementation of the new marketing strategy led to a significant improvement in MINI UK's operational performance. The company was able to reduce its spend on traditional ATL channels and effectively harness the power of digital channels, leading to increased brand relevance and consumer acquisition. The tailored communications strategy, based on in-depth data mining and profile building, allowed MINI to engage with different types of car buyers in a more relevant and timely manner. The creation of a localized website also addressed the issue of MINI's lack of mobile presence, providing a seamless online experience for customers accessing the brand site from their mobile or tablet devices.

登录后查看完整内容

数量效益

35% reduction in overall cost per acquisition (leads & HR)
17% increase in monthly new car registrations from 2013 - 2016
7% increase in showroom footfall

登录后查看完整内容

Case Study missing?

Start adding your own!

Register with your work email and create a new case study profile for your business.

Add New Record

相关案例.

BMW Story Spare Part Logistics

Monitoring of Pressure Pumps in Automotive Industry

A large German/American producer of auto parts uses high-pressure pumps to deburr machined parts as a part of its production and quality check process. They decided to monitor these pumps to make sure they work properly and that they can see any indications leading to a potential failure before it affects their process.

Underground Mining Safety

The goal was to produce a safety system to monitor and support underground mining operations; existing systems were either too simple (i.e. phone line) or overly complex and expensive, inhibiting deployment, and providing little-to-no support in event of an accident. Given the dangerous nature of the mining work environment and the strict regulations placed on the industry, the solution would have to comply with Mine Safety and Health Administration (MSHA) regulations. Yet the product needed to allow for simple deployment to truly be a groundbreaking solution - increasing miner safety and changing daily operations for the better.

Integral Plant Maintenance

Mercedes-Benz and his partner GAZ chose Siemens to be its maintenance partner at a new engine plant in Yaroslavl, Russia. The new plant offers a capacity to manufacture diesel engines for the Russian market, for locally produced Sprinter Classic. In addition to engines for the local market, the Yaroslavl plant will also produce spare parts. Mercedes-Benz Russia and his partner needed a service partner in order to ensure the operation of these lines in a maintenance partnership arrangement. The challenges included coordinating the entire maintenance management operation, in particular inspections, corrective and predictive maintenance activities, and the optimizing spare parts management. Siemens developed a customized maintenance solution that includes all electronic and mechanical maintenance activities (Integral Plant Maintenance).

Cutting-edge Predictive Analytics for HIROTEC Group

Hirotec needed to ensure continuous operations and to minimize unplanned downtime in its manufacturing facilities. Unplanned downtime is costly and compromises Hirotec's ability to deliver its goods to customers on time.

Rolls Out Second-Gen Automotive Switch with BroadR-Reach

Carmakers are facing the next wave of automotive connectivity. Cars will extend their reach, tapping our homes, talking to nearby cars and connecting to myriad other devices. New challenge is to meet bandwidth demands.

BMW Story Spare Part Logistics

Monitoring of Pressure Pumps in Automotive Industry

A large German/American producer of auto parts uses high-pressure pumps to deburr machined parts as a part of its production and quality check process. They decided to monitor these pumps to make sure they work properly and that they can see any indications leading to a potential failure before it affects their process.

Underground Mining Safety

The goal was to produce a safety system to monitor and support underground mining operations; existing systems were either too simple (i.e. phone line) or overly complex and expensive, inhibiting deployment, and providing little-to-no support in event of an accident. Given the dangerous nature of the mining work environment and the strict regulations placed on the industry, the solution would have to comply with Mine Safety and Health Administration (MSHA) regulations. Yet the product needed to allow for simple deployment to truly be a groundbreaking solution - increasing miner safety and changing daily operations for the better.

Integral Plant Maintenance

Mercedes-Benz and his partner GAZ chose Siemens to be its maintenance partner at a new engine plant in Yaroslavl, Russia. The new plant offers a capacity to manufacture diesel engines for the Russian market, for locally produced Sprinter Classic. In addition to engines for the local market, the Yaroslavl plant will also produce spare parts. Mercedes-Benz Russia and his partner needed a service partner in order to ensure the operation of these lines in a maintenance partnership arrangement. The challenges included coordinating the entire maintenance management operation, in particular inspections, corrective and predictive maintenance activities, and the optimizing spare parts management. Siemens developed a customized maintenance solution that includes all electronic and mechanical maintenance activities (Integral Plant Maintenance).

Cutting-edge Predictive Analytics for HIROTEC Group

Hirotec needed to ensure continuous operations and to minimize unplanned downtime in its manufacturing facilities. Unplanned downtime is costly and compromises Hirotec's ability to deliver its goods to customers on time.

Rolls Out Second-Gen Automotive Switch with BroadR-Reach

Carmakers are facing the next wave of automotive connectivity. Cars will extend their reach, tapping our homes, talking to nearby cars and connecting to myriad other devices. New challenge is to meet bandwidth demands.

BMW Story Spare Part Logistics

Monitoring of Pressure Pumps in Automotive Industry

A large German/American producer of auto parts uses high-pressure pumps to deburr machined parts as a part of its production and quality check process. They decided to monitor these pumps to make sure they work properly and that they can see any indications leading to a potential failure before it affects their process.

Underground Mining Safety

The goal was to produce a safety system to monitor and support underground mining operations; existing systems were either too simple (i.e. phone line) or overly complex and expensive, inhibiting deployment, and providing little-to-no support in event of an accident. Given the dangerous nature of the mining work environment and the strict regulations placed on the industry, the solution would have to comply with Mine Safety and Health Administration (MSHA) regulations. Yet the product needed to allow for simple deployment to truly be a groundbreaking solution - increasing miner safety and changing daily operations for the better.

© 2015-2025 Asia Growth Partners Limited | 隐私条款

联系我们

欢迎与我们交流!

感谢您的信息！
我们会很快与你取得联系。