Case Study

BMW Group Asia’s Measurement Revolution: Answering the “So What?”

CARMA worked with BMW Group Asia’s communications team to elevate their measurement to speak the language of the business, establish best practice, and answer the ‘so what’ to senior management





Media Monitoring, Reports, Analysis and Competitor Analysis


The BMW Group, with more than 30 production and assembly facilities as well as a global sales network, is the world’s leading manufacturer of premium automobiles and motorcycles, and provider of premium financial and mobility services.

Thanks to CARMA and their strategic guidance, we have elevated the way we measure our communication efforts in Singapore and the region. Their team is made up of strong consultants that understand our business and are genuinely interested in ensuring we can highlight the impact of our work to key business stakeholders.

Preeti Gupta
Former Corporate Affairs Director, BMW Group Asia


  • 3 markets to report on including focus markets of Singapore, Philippines, and Vietnam and key competitors across print, online, and broadcast channels.
  • Qualitatively measuring awareness of BMW Group Asia’s corporate strategies: innovations in autonomous driving, electrification, and connectivity, and latest model launches.
  • Wanted to move away from tracking high level quantitative metrics to more in-depth measurement for better understanding of coverage quality, its context and the ‘who, where, what’ is having a bearing on reputation.


  • Asia market reporting with expert analysis.
  • Daily coverage reporting with monthly, human curated media analysis.
  • Metrics & analysis developed to provide both quantitative and qualitative reporting aligned with BMW and MINI’s key objectives enabling the team to tell the story behind the numbers.
  • Reporting for 3 countries with analysis in Vietnamese, Tagalog, Chinese, and English.
  • Evaluation objectives addressed: analysis and context of media volumes, competitor benchmarking, brand attribution and reputational analysis, exposure across target media, association between product attributes and coverage, reputation risk analysis.

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