On September 9, 2024, BMW Group opened its doors to over 150 participants from the Women in Big Data community, showcasing its commitment to empowering women across the tech industry. The event took place at BMW’s research and development center where groundbreaking vehicle technologies and innovative mobility solutions of the BMW Group are being developed. The event offered a glimpse into BMW’s innovative direct sales model and highlighted the crucial role of data in this transformative journey.
Direct Sales model: A „Phygital“ Revolution
Silke Knobel, Head of Steering the New Retail, kicked off the evening with a compelling keynote. She delved into the complexities of implementing a seamless „phygital“ (physical + digital) customer experience. Silke emphasized:
-
The challenge of implementing standardized, scalable IT systems all across Europe
-
Leveraging data integration for improved business performance and customer insights
-
Optimizing business processes like test drives and stock vehicle management through data-driven approaches
-
The critical importance of having the right processes, systems, and – above all – diverse talents to achieve this transformation
Data-Driven Innovation: BMW’s Home-Grown Analytics Framework
Katharina Adler, Head of Demand Oriented Performance Management, together with Barbara Pereira showcased BMW Group’s centralized data and analytics framework, demonstrating how it supports the business transformation:
-
Establishment of a Centralized Data & Analytics Framework aligned with strategic objectives
-
Standardization of key performance indicators (KPIs) across the organization
-
Development of Data Cube – a platform to centralize sales KPIs and create a single source of truth
-
Integration of cutting-edge technologies like Apache Iceberg for improved efficiency
-
Implementation of AI-based forecasting
To drive these changes, BMW has created a Data Transformation Office, fostering a data-driven culture and promoting collaboration across functional teams.
Women in Leadership: Insights from the Panel
The event featured an inspiring panel discussion with women in leadership roles from the BMW Group:
-
Claudia Nerger (Head of Strategic Talent Management)
-
Verena Held (Head of Digitalization, Data Management, Standards @ BMW R&D)
-
Astrid Roetzer (IT Product Owner Talent Management)
The panelists underscored the critical role of courage in leadership, emphasizing the need to push through boundaries. Verena Held shared valuable insights on joint leadership roles, highlighting both the unique learning opportunities they present and the challenges of increased communication to function as a single unit. The panel also stressed the importance of mentorship, discussing BMW’s initiatives to secure mentors at various stages of the leadership journey and emphasizing the significance of representation and role models for aspiring leaders.
When asked about essential leadership skills, Astrid advised leaders to be kind to themselves and prioritize mental well-being. Addressing the issue of empowering more women in tech, Claudia Nerger outlined several strategies, including approachable role models, training and workshops on topics like negotiation and leadership, and implementing flexible working models to attract and retain women in STEM (Science, Technology, Engineering and Mathematics) fields.
The Path Forward
As we continue to navigate the evolving landscape of technology and leadership, events like this serve as a powerful reminder of the strength, innovation, and resilience of women in tech. By fostering environments that encourage kindness, courage and continuous learning, we pave the way for a more diverse and dynamic future in the world of big data, AI and beyond at the BMW Group.
