Iris Case Studies Holistic Marketing Analytics Transformation: A Case Study on MINI

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	Holistic Marketing Analytics Transformation: A Case Study on MINI Iris

Holistic Marketing Analytics Transformation: A Case Study on MINI

Iris

Applicable Industries	Cement
Applicable Functions	Sales & Marketing
Use Cases	Vehicle-to-Infrastructure
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Industries

Cement

Applicable Functions

Sales & Marketing

Use Cases

Vehicle-to-Infrastructure

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.

About 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.

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.

Impact #1	The creation of the MINI Marketing Dashboard (MMD) resulted in a significant transformation in the way MINI's Global Marketing function operates. The MMD enabled the function to generate rich, ongoing insights into marketing performance and its impact on sales. This allowed for more informed investment decisions. The MMD also provided a comprehensive system to manage all of MINI’s marketing and sales data across its top 20 markets. This resulted in a more efficient and effective operation, with the ability to understand and scale out learnings to the stakeholders that need it most.

Impact #1

The creation of the MINI Marketing Dashboard (MMD) resulted in a significant transformation in the way MINI's Global Marketing function operates. The MMD enabled the function to generate rich, ongoing insights into marketing performance and its impact on sales. This allowed for more informed investment decisions. The MMD also provided a comprehensive system to manage all of MINI’s marketing and sales data across its top 20 markets. This resulted in a more efficient and effective operation, with the ability to understand and scale out learnings to the stakeholders that need it most.

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Overview

Holistic Marketing Analytics Transformation: A Case Study on MINI

Operational Impact