Case Study: BMW Group achieves personalized, data-driven online experiences and increased lead generation with Adobe

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

BMW Group, the Munich-based automaker with over 123,000 employees, set out to bring its premium showroom experience into the digital world. Faced with dozens of overlapping customer journeys across devices, markets and dealer touchpoints, BMW needed to unite teams globally, create a single marketing and sales platform, and adopt a consistent, data-driven way of working to deliver personalized, conversion-driving online experiences.

Working with Adobe, BMW implemented Adobe Experience Cloud (Analytics, Target and Marketing/Experience tools), centralized reporting and a build–measure–learn methodology to segment audiences, automate campaigns and share insights across brands and markets. The result: higher online lead generation and completed requests (test drives, quotes, offers), more personalized digital journeys that mirror the showroom experience, improved dealer workflows, and a scalable, democratized data-driven culture for ongoing optimization.

BMW Group

Uwe Steinlein

Head of Web and Commerce Analytics