A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data hosting, data integration, data quality investigation, data management, data warehouse and data mart, business and location intelligence, data analyses and mining (modeling), operational and analytical, CRM, customer club and loyalty programmes, even database marketing. This presentation delivers a new auto business format with the above concepts and applications, and with a big bang from third party data, i.e. e-commerce, social media and the vehicle internet.
The latest, hot off the press, new BrandZ ranking of the Top 10 Automotive Most Valuable Brands (2013) will be announced. This fire-starter presentation will also provide an analysis of who is up and who is down, why, and trends since 2006, with particular focus on the effects of the global recession, recalls, social media effects and the new 'value-conscious' era.
Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers- depending on their lifestyle and cultural background- have specific requirements. As a complement to the indispensable standard segmentation tools, this presentation highlights qualitative psychological cultural and lifestyle research, allowing a particularly detailed and faceted determination of the target group. Practical research examples from Europe and Asia are showcased.
The global automotive industry faces converging challenges. KPMG (2012) singled out VW, BMW and Hyundai as well-placed to weather the storm. This presentation examines Hyundai in particular, for in this new mobile landscape it represents the importance of an 'asymmetric' leadership culture (Shim-Steer, 2012) and second-generation competencies (Reeves- Deimler, 2011). This closing presentation will review the implications for auto firms and their globally-integrated, locally-attuned, and technically-savvy research partners.
Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights simultaneously into account (e.g. product, service and price related aspects). Based on a global insights integration project, this presentation demonstrates how connecting multiple data sources leads to deeper understanding of markets / target groups (research effectiveness) and leverages the ROR (research efficiency). Linkage of a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand.