Volkswagen CMO Jochen Sengpiehl on his Ecosystem One Hub and Big Data Marketing
“Marketing also has to completely reorient itself. Our vision is a new ecosystem, an operating system for marketing. It’s about connecting all data streams – dealer data, vehicle data, individual customer data. This requires a central platform – and that’s exactly what our new One Hub is. One Hub is the one big point of contact where everything comes together. We have turned 35 websites into one in the past 24 months and rolled out the One Hub in 112 countries including the USA. All markets are participating and reporting more visits, more leads and more configurations – even with declining media budgets.”
– Volkswagen CMO Jochen Sengpiehl in “Exemplary for the entire industry – Volkswagen CMO Jochen Sengpiehl is turning the big wheel and installing a new ecosystem for marketing”, Horizont, 22-23/2021, June 3, 2021