Digital transformation: Step up in data-driven marketing & sales capability
Reckitt (formerly known as RB and Reckitt Benckiser) Hygiene Home kickstarted a digital transformation to continue winning in a changing market. Reckitt initiated a phased approach to help key markets make a step up in data-driven marketing and sales activities. The objective: to unlock business value through scoped experiments and enable the market to continue the digital transformation autonomously.
SparkOptimus has enabled us to quickly apply the principles of data-driven marketing and sales via ‘learning by doing’, which has kickstarted our digital transformation. Now the teams are scaling this new way of working across brands!
SparkOptimus jointly designed, piloted and implemented data-driven marketing, and sales. We started with identifying target segments, mapped key consumer barriers, and designed the test-and-learn experiment. We assessed data needs, developed a dashboard with full consumer journey KPIs, and implemented a cross-functional, data-driven way of working to execute the campaign.
Take the insights with you
We increased penetration and media effectiveness through kick-starting test-learn-scale loops. Additionally, we build the capability in the team to sustain and scale this new way of working through the roll-out of new brand teams as well as codifying learnings and insights in a playbook.
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In recent years, the energy sector has faced significant disruptions due to the energy crisis and the ongoing transition towards sustainability. Eneco, a leading producer and supplier of natural gas, electricity and heat in the Netherlands, recognized the need to not only adapt to these changing market dynamics but to take the initiative in fostering a shift towards more sustainable consumption behaviours. Their vision was not just to introduce a new product but to catalyze a profound behaviour change that benefits both consumers' wallets and the environment. Driven by a vision to empower consumers with greener, more cost-effective energy choices through dynamic pricing and a broad range of services and products, Eneco partnered with SparkOptimus to kickstart the transformation, set-up and delivery of these innovations.
Budget Thuis is a leading energy and telecom services provider in the Netherlands, committed to providing reliable services at affordable prices. Serving more than a million customers, Budget Thuis holds a prominent position in the industry. Recognizing the substantial potential of Generative AI to enhance internal processes and the customer experience, Budget Thuis faced challenges in realizing its value independently. Therefore, they asked SparkOptimus’ support in identifying and prioritizing company-specific use cases, rapidly testing and proving the value by collaboratively building, testing, and improving MVPs, and designing an organizational setup for long-term, sustainable (Gen) AI innovation.
Henkel Consumer Brands (HCB) offers a wide range of consumer goods, represented by leading and well-known brands such as Persil, Schwarzkopf, and Dial. Committed to sustainability, HCB is transforming its product portfolio by integrating more sustainable solutions. The aim is to empower consumers to make sustainable choices not only in their purchase decisions but also in the usage of the products. To accelerate this journey, HCB collaborated with SparkOptimus to develop a comprehensive approach on shifting consumer behaviors and establishing sustainable choices as the new norm.
Zijerveld (a subsidiary of FrieslandCampina) is one of the largest cheese wholesalers in Europe. Recognizing the vast potential AI can bring to their business, they approached SparkOptimus for a one-week data scan. The scan consisted of identifying and prioritizing potential AI use cases across Zijerveld’s business and creating a first view of business value for selected use cases.
