Case Study
Jessica Xiong
Business Development
How BMW’s marketing team achieved 250× faster campaign insights and enabled real-time self-service insights across CRM and performance data.
BMW of North America is the U.S. subsidiary of the BMW Group, responsible for manufacturing, marketing, sales, and distribution of BMW vehicles and products across the United States. Headquartered in Woodcliff Lake, New Jersey, the company oversees a wide range of operations, from brand strategy and advertising to CRM and digital performance marketing.
As digital campaigns and personalization efforts accelerated, BMW of North America’s marketing team faced growing pressure to access and act on performance data in real time. To support this transformation, the team adopted Athenic AI to enable instant, self-service campaign insights.
Industry: Automotive / Marketing Analytics
Location: Woodcliff Lake, New Jersey, USA
Customers: U.S. consumers across BMW’s automotive and lifestyle brands
Marketing and CRM teams struggled to access even basic metrics like email open rates. Business users had to email analysts, wait through prioritization queues, and rely on offshore teams. These delays slowed down iteration, made testing painful, and prevented the team from optimizing in real time.
The team introduced a natural language analytics layer through Athenic AI, allowing marketers to ask questions in plain English and get answers in seconds. The initial pilot was deployed on a secure cloud instance, then eventually migrated to BMW’s internal infrastructure to meet enterprise IT and SSO standards.
Implementation Highlights:
Business users query data without needing SQL or technical support
Athenic AI connects to BMW’s AWS Athena instance
Migration is underway to BMW’s Cloudera (CDH) environment for internal hosting
Admin controls allow data leads to manage permissions and track adoption
With self-service access in place, CRM and marketing teams can now independently answer performance questions, without waiting on analysts or ticket queues. This shift has dramatically improved responsiveness and decision speed.
Key Results:
99% reduction in analysis time - 250x faster insights
Basic campaign questions resolved in seconds
Daily usage by marketers, with more teams now setting up additional use cases
Greater agility in testing and iterating on messaging and targeting
Andrew Cho
Lead Data Scientist, BMW
BMW is actively expanding usage as Athenic AI’s platform migrates into internal infrastructure.
Andrew Cho
Lead Data Scientist, BMW
Want to give your marketing and CRM teams instant access to campaign insights without relying on analyst bottlenecks?
Learn how Athenic AI can help you accelerate decision-making, improve agility, and empower every team with self-service data access.
