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Tableau > Case Studies > Tableau's Role in Transforming BMW Group Germany's Data Analytics
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Tableau's Role in Transforming BMW Group Germany's Data Analytics

Technology Category
  • Sensors - Autonomous Driving Sensors
  • Sensors - Level Sensors
Applicable Industries
  • Automotive
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Retail Store Automation
  • Visual Quality Detection
The Challenge
BMW Group Germany, one of the largest commercial enterprises in Germany, was facing significant data challenges. The company was dealing with multiple data sources, databases, and in-house systems, making it difficult to collate, analyze, and visualize information effectively. Employees were conducting their own isolated analytics and reporting, leading to data discrepancies. The senior leadership team recognized the need for a unified analytics platform that would provide a 360-degree view of data, support data-driven decision-making, and foster cross-functional synergies within the company.
About The Customer
BMW Group Germany is a part of the globally renowned BMW brand, known for its automotive engineering excellence. The company produces 2.5 million vehicles annually, making it one of the largest commercial enterprises in Germany. At its national wholesale and retail business in Germany, BMW Group Germany uses data analytics to inform sales and marketing strategies, drive conversations with dealerships, and exceed KPIs at both national and regional levels. The company was seeking a solution to unify its disparate data systems and improve data consistency across the enterprise.
The Solution
BMW Group Germany implemented Tableau as their overarching visual analytics solution. The back-end infrastructure was carefully designed to ensure seamless integration of Tableau with the existing systems. Tableau's automation features were particularly beneficial, allowing dashboards to be updated automatically with new data from different sources. This ensured that users always had access to the latest information for analysis. The ease of use of Tableau also enabled employees without a data background to quickly understand and use the platform. The company created a single automated dashboard to track KPIs at the senior executive level, allowing for in-depth analysis by car model, sales period, region, and more.
Operational Impact
  • The implementation of Tableau has led to a significant cultural shift within BMW Group Germany. The company has seen improved consistency in data across the business, leading to more informed decision-making at all levels. The use of dynamic filtering in Tableau has transformed meetings, shifting the focus from what is happening to why it is happening. This has led to faster business responses to market trends and challenges. The insights generated are also being used to spark new conversations with dealers, helping them improve their performance. The company has also created a dealer steering dashboard in Tableau, which allows them to identify and understand the key factors in the success of their best-performing dealers.
Quantitative Benefit
  • In less than two years, Tableau usage has grown from zero to over 60 percent of the workforce in Germany.
  • Consolidation of 60+ data sources into a single automated dashboard for tracking KPIs.
  • Enabled real-time data analysis, leading to faster business response to market trends and challenges.

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