In a 9-month journey, we up-skilled capabilities in the organization to ensure the new way of working lives on. The teams will use consumer insights quicker and more frequently to improve marketing and sales returns, building on the potential shown by the use case experiments of increased media effectiveness of 30% and incremental margin of 5%. We also shaped what the marketing organization of the future needs to look like, how departments should work and learn together, and what data is needed to guide decision making. We brought this to life by delivering multiple dashboards that automatically generate full consumer journey KPIs to support different layers in the organization to use data as a competitive advantage.
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