Unleashing customer insights

Context and objectives

Our client, an international CPG leader, aimed to optimise direct sales and implement a customer-centric strategy. The objective was to aggregate consumer-level information, combining several consumer data sources, to serve strategic top-line business applications.

Outcome

• The customer 360 product is deployed in three countries and includes six advanced core use cases.
• Assets built for the product have been reused in other products across the organisation.
• Activation results across countries show a 30% decrease in cost per click and a 46% increase in click conversion.

Our approach

Step 1: customer-centric data aggregation

• Ingestion of various data sources (e-commerce, web behaviour, consumer data, surveys, etc.)
• Development of a customer knowledge database, using an advanced machine learning matching algorithm to reconcile the user journey across data sources

Step 2: product vision

• Definition of the business case and identification of top-line opportunities across countries and channels
• Definition of the core product assets and use cases
• Strategies to streamline roll-out and track impact

Step 3: roll-out

• Design, development and deployment of high-value data use cases for media activation (lead generation, churn prediction, propensity scoring) in several countries