Case Study: BMW Group boosts online lead generation and delivers personalized digital experiences with Adobe Target

How BMW Group transformed the online automotive experience for customers, dealers, and employees Company Logo

BMW wanted to bring its premium showroom experience online by using customer data to deliver personalized, relevant digital journeys, unite global teams, and increase conversions. To do this it partnered with Adobe Target (alongside Adobe Analytics and Adobe Experience Cloud) to tackle fragmented touchpoints, multiple devices, and disparate market processes so it could adopt a common, data-driven way of working.

Using Adobe Target and Adobe Analytics, BMW implemented centralized dashboards, audience segmentation, campaign automation and personalized offers (eg. test-drive and quote prompts), plus dealer-focused UX improvements like smarter filters and navigation. With Adobe Consulting and Success Management support, the program produced a significant increase in online lead generation and completed requests, saved dealer processing time, and scaled data-driven personalization and testing across markets—delivering more showroom-like digital experiences and measurable business impact.

BMW

Uwe Steinlein

Head of Web and Commerce Analytics