Driving digital marketing excellence from the centre for Audi

Driving digital marketing excellence from the centre for Audi

Ebiquity’s expertise was and is of great help to zoom in on areas that we did not previously deep dive into and obtain insights in a granularity that allows for improvements, right from set-up through to optimization and reporting. It feeds back into and is an integral part of our international Audi Drive programme and creates awareness for topics that were historically considered black boxes, especially at headquarters level.


Brand Communication Content Marketing, at Audi

Practice & Location

Technology Advisory

Objective

At a global level, Audi has put in place initiatives designed to deliver best-in class digital marketing operations. The company’s focus for 2020 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.

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

Outcomes

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.

Determined Audi’s strategic and operational capabilities at a market level

Improved and surfaced emerging issues that required central support and focus for the year ahead

Audi continues to nurture an always-learning, always-evolving dialogue with its markets

Project & Process

Delivered best-in class digital marketing operations.

Understand how to secure superior efficiency and quality audiences

Dive deep into the full tech stack