Andrew Cho
Lead Data Scientist, BMW
BMW of North America, the U.S. subsidiary of the BMW Group, manages manufacturing, marketing, sales, and distribution of BMW vehicles nationwide. Headquartered in Woodcliff Lake, New Jersey, the company drives brand strategy, advertising, CRM, and digital marketing initiatives for BMW’s automotive and lifestyle brands.
Facing growing demand for faster campaign insights amid accelerating digital personalization, BMW’s marketing team adopted Athenic AI to unlock real-time, self-service access to CRM and campaign performance data.
Industry: Automotive / Marketing Analytics
Location: Woodcliff Lake, New Jersey, USA
Customers: U.S. consumers across BMW’s automotive and lifestyle brands
BMW’s marketing and CRM teams faced challenges such as:
Difficulty accessing basic campaign metrics like email open rates
Reliance on analysts and long prioritization queues causing delays
Dependence on offshore teams slowing response times
Hindered ability to iterate, test, and optimize campaigns in real time
These bottlenecks significantly reduced marketing agility and data-driven decision-making.
BMW implemented Athenic AI’s natural language analytics platform, empowering marketers to ask performance questions in plain English and receive instant answers. The pilot deployed on a secure cloud instance and is now migrating to BMW’s internal Cloudera (CDH) infrastructure to ensure enterprise-grade security and single sign-on (SSO) compliance.
Implementation Highlights:
Empowered non-technical users to query data without SQL or IT help
Integrated with BMW’s AWS Athena data lake for fast querying
Ongoing migration to BMW’s Cloudera (CDH) platform for secure, internal hosting
Admin features for data governance, permission management, and adoption tracking
By enabling self-service data access, BMW’s CRM and marketing teams can now independently answer performance questions in seconds—eliminating analyst wait times and ticket backlogs. This transformation has driven a dramatic boost in responsiveness, testing speed, and campaign optimization agility.
Key Results:
250× faster campaign insights with 99% reduction in analysis time
Instant answers to routine marketing and CRM questions
Daily active use by marketers and expansion to additional teams and use cases
Enhanced agility in campaign testing, iteration, and targeting optimization
As Athenic AI migrates fully to BMW’s internal infrastructure, adoption is growing rapidly. More CRM and marketing users access the platform daily to instantly answer questions.
Andrew Cho
Lead Data Scientist, BMW
Give your marketing and CRM teams instant campaign insights without analyst delays. See how Athenic AI powers faster, self-serve decisions.
