Iris > Case Studies > Performance Driven Marketing Investment: A Case Study on MINI's Global Standard Creation

Performance Driven Marketing Investment: A Case Study on MINI's Global Standard Creation

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Technology Category
  • Analytics & Modeling - Predictive Analytics
  • Sensors - Temperature Sensors
Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
About The Customer
The customer in this case study is MINI, a well-known automobile manufacturer. MINI is a brand that is recognized globally for its high-quality vehicles and innovative designs. The company is constantly looking for ways to improve its business operations and marketing strategies, and this case study highlights one such initiative. MINI understood the need for a consolidated data and BI environment to support media mix modelling impact on lead and sales performance, and partnered with Iris to achieve this goal.
The Challenge
MINI, a renowned automobile manufacturer, was faced with the challenge of creating a global standard to support media mix modelling impact on lead and sales performance. The company needed a consolidated data and business intelligence (BI) environment that could handle numerous first, second, and third-party data inputs across various domains such as sales, search, CRM, social, media, and retail. The challenge was not only to integrate these diverse data sources but also to use them effectively to drive business and marketing performance optimization across more than 17 markets.
The Solution
In collaboration with Iris, MINI built a consolidated data and BI environment that could handle multiple data inputs from various sources. This environment enabled Iris to undertake a range of data visualization, modelling, and analytics across more than 17 markets, thereby driving business and marketing performance optimization. The solution was not just about data consolidation; it was about using that data effectively to drive business growth and performance. Furthermore, MINI and Iris are working on an ambitious three-year roadmap to move beyond reporting and insight into predictive analytics. The goal is to embed predictive models into key channels and platforms such as eCRM, DMP, and Web by 2018.
Operational Impact
  • The operational results of this initiative have been significant. The consolidated data and BI environment has not only allowed MINI to handle multiple data inputs from various sources, but it has also enabled the company to use this data effectively to drive business and marketing performance optimization. The ability to undertake data visualization, modelling, and analytics across more than 17 markets has provided MINI with a competitive edge in the global market. Furthermore, the ambitious three-year roadmap to move beyond reporting and insight into predictive analytics promises to revolutionize the way MINI operates and markets its products.
Quantitative Benefit
  • A consolidated data and BI environment that handles multiple data inputs from various sources
  • Data visualization, modelling, and analytics across more than 17 markets
  • An ambitious three-year roadmap to move beyond reporting and insight into predictive analytics

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