Driving digital marketing excellence for Audi

Objectives

At a global level, Audi has put in place initiatives designed to deliver best-in-class digital marketing operations. The company’s focus was to understand if and how local markets had aligned behind these plans. In particular, the global team wanted to know how well markets were using ad tech to secure superior efficiency and quality audiences.

Our Approach

Our technical and operational expertise in ad tech allows us to combine traditional interviews with live platform demonstrations. We customised and deployed our tried-and-tested market engagement programme across 14 markets, enabling us to:

• Dive deep into the full tech stack to assess whether it was set up and working in accordance with the central governance guidelines
• Check if and how the audience quality standards and goals were being maintained

Business Impact

We helped determine Audi’s strategic and operational capabilities at a market level. Our approach highlighted areas for improvement and surfaced emerging issues that required central support and focus for the year ahead. Thanks to our independence and experience, Audi continues to nurture an always-learning, always-evolving dialogue with its markets.