Sophus3 signs deals with VW and Porsche

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Automotive digital data specialist Sophus3 has won new global accounts with Volkswagen’s and Porsche’s corporate headquarters in Wolfsburg and Stuttgart respectively.

Marcus Hodgkinson, chairman of Sophus3

Marcus Hodgkinson, chairman of Sophus3

The global online data analysis contract with Volkswagen AG sees Sophus3 play a key role as its ‘analytics and insight partner’, with responsibility for analysing all anonymous online behaviour on, to and from all of VW’s global brand websites.

Meanwhile Porsche AG has selected Sophus3 to activate new digital tools such as LiveChat in a range of markets including Germany and China.

The deals build on the firm’s existing work with Germany-based automotive clients, including Ford, Hyundai, Mazda, Opel and Toyota.

Chairman Marcus Hodgkinson said: “Car brands have traditionally relied on their marketing agencies to report to them on consumer behaviour driven by marketing spend and performance. The inherent problem there is that this is a classic ‘poacher turned gamekeeper’ scenario: they are bound to report that all is well. We are a new breed of analytics company that is independent of any advertising or media buying agency so are able to report in real-time with no conflict of interest. This provides our clients – the whole of the European car industry in effect – with unbiased and objective global insight, knowledge and experience of the automotive consumer journey.”

In line with its continued expansion into Europe, the British technology company – which provides key data on online car-buyer behaviour – has also opened a new Frankfurt office.

Hodgkinson said that the new contracts had been won in spite of Brexit concerns: “As a global technology business that relies on European customers and employees, Brexit is a distraction that we don’t need, and a constant discussion with our European clients. But we have earned an excellent reputation in the industry for innovation and technology leadership which continues to attract the best data scientists, data analysts and automotive consultants from across Europe to work for us in London and, now, Frankfurt.”

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.