he Berylls by AlixPartners Automotive Benchmark (BAMB) score measures and compares the Marketing and Sales performance of OEMs in Germany.
It considers the whole Marketing and Sales funnel – from Website Visits to Sales – as well as the Marketing Budget. It helps brands to benchmark themselves against direct or potential competitors.
1 BUDGET: Overall tighter budgets cause brands to save on media spend, on average – 5% (‘24 vs. ‘23)
2 FUNNEL: Overall funnel effectiveness decreasing: YoY 12% more Website Visits required per unit Sale indicate increased competition / cross-browsing
3 MEDIA-MIX: Balanced media mix as efficiency driver with ~50% less spend required for comparable performance than brands w/ overly Digital or Non-Digital
4 TOP PERFORMER: …
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