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MPU/2OP. Data Integration. A Quick Review. Maintenance Program Upgrade Extends BMW Maintenance Program another 2 years/50,000 miles from standard program expiration Eligibility is VIN-specific; whomever the current owner is may purchase Original Owner Protection Program

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Mpu 2op

MPU/2OP

Data Integration


A quick review
A Quick Review

  • Maintenance Program Upgrade

    • Extends BMW Maintenance Program another 2 years/50,000 miles from standard program expiration

    • Eligibility is VIN-specific; whomever the current owner is may purchase

  • Original Owner Protection Program

    • Extends BMW’s limited warranty another 2 years/50,000 miles from original warranty expiration

    • Eligibility is consumer-specific; only the original owner can purchase


What happens today
What Happens Today

  • Shotgun approach

    • Any vehicle with a model year within last four years

    • Any vehicle with a predicted mileage less than 50,000 miles


Why this could be a problem
Why This Could Be a Problem

  • Mailing Logic

    • Customers in the original eligibility periods and who purchased an upgrade still receive the MPU or 2OP Interim Communication

    • Customers outside the eligibility period but have purchased MPU receive the non-Maintenance Plan offers

    • MPU eligibility has been extended

  • Reporting

    • MPU/2OP Opportunity Report overstates the number of opportunities

    • Expiry dates are inaccurate for visiting owners


What integrating mpu 2op data does
What Integrating MPU/2OP Data Does

  • Ensures we mail MPU and/or 2OP Interim Communications to only eligible customers

  • Better targets the offers the customer receives

    • Customers who purchased MPU will continue to receive maintenance offers

  • Enhances the information on the monthly management reports





Round 1
Round 1

Sally bought a BMW 325i in July 2003 and has about 40,000 miles on the vehicle. She hasn’t purchased a MPU. Which Interim – MPU or Alternate - and offers would she receive?

Answer:

She’d receive the MPU Interim and the non-maintenance offers


Round 2
Round 2

Peter just bought a used 2006 BMW X5. When will he receive his first 2OP Interim Communication?

Answer:

Never. Peter’s not the original owner, so he’s not eligible to receive the 2OP


Round 3
Round 3

Kelly bought her BMW new in 2004 and the last time she came in for service there was 53,206 miles on the car. Is she eligible for the MPU, 2OP or both?

Answer:

She’s eligible to receive the MPU Interim only.


Final round
Final Round

In May 2006, Bob purchased his BMW 650i Convertible along with the MPU. In what month and year will he stop receiving the “Vehicles Under Warranty” offers?

Answer:

May 2012.



Impact on monthly management reports
Impact on Monthly Management Reports

  • Marketing Opportunity Summary

    • Excludes customers that purchased the MPU or 2OP

    • Excludes customers ineligible to purchase the MPU or 2OP


Impact on monthly management reports1
Impact on Monthly Management Reports

  • Responder Detail

    • Separate section

    • Consumer is counted as a responder if:

      • Received an MPU or 2OP Interim communication from the center during the tracking period

      • BMW NA shows that the customer purchased the MPU or 2OP at that center during the tracking period

    • Shows only that customer purchased either MPU or 2OP, but no dollars


Impact on monthly management reports2
Impact on Monthly Management Reports

  • MPU/2OP Opportunity Report

    • Report will be broken into 3 categories

      • Original Coverage Expiring

      • Original Coverage Expired

      • Extended Purchase Period Expiring

    • 2OP opportunities would only appear in the first category

    • Sales Rep column will be replaced by Eligible For