Interview: Optimizing BMW’s marketing mix with Big Data

In the course of the Rethink! MAD Minds Event, we.CONECT met Dr. Mark Leach from BMW to discuss Big Data as a marketing tool. The Aftersales Communication representative described the different steps required to deal with Big Data as efficient as possible. From his point of view the most important part is creativity – “It’s not so much about technologies or software, it’s about the people and what to do with the data.”