CLIENT SUCCESS STORY
Building a Data Partnership Ecosystem that fuels Sales Growth
Our work for Hill's Pet Food USA
Trigger
- Hill’s Pet food is an American pet food company that produces dog and cat foods. The company is a subsidiary of Colgate-Palmolive. The yearly revenue was 3.7B$ for the year 2022 (almost 1/4 of Colgate group turnover).
- Context & situation: Hill’s’ distribution model is focused on specific pet product retailers (online & offline) such as Chewy, Petco, Petsmart or Amazon.
- Question: How to build a media and measurement ecosystem (brand + retailer + media partners) that allows Hill’s to grow their consumer knowledge, their media relevance and their measurement capabilities to fuel their growth?
Action
INSPIRING VISION
Providing the Hill’s group with a vision to build that ecosystem with their brand at the center and act as a pioneers in data collaboration in the pet industry.
Developing data partnerships leveraging the LiveRamp platform that will give them capabilities to be more efficient and relevant in their media campaigns.
Providing the Hill’s group with a vision to build that ecosystem with their brand at the center and act as a pioneers in data collaboration in the pet industry.
Developing data partnerships leveraging the LiveRamp platform that will give them capabilities to be more efficient and relevant in their media campaigns.
PRIORITIES & ROADMAP
Developing a comprehensive recommendation and roadmap to build relevant audience, identify consumer insights and measure the impact of media campaign by leveraging the brand, retailer and 3rd party data through the LiveRamp platform.
Building capabilities in Hill’s’ LiveRamp data Clean Room to match data from multiple sources. Numberly acts as a trusted 3rd party for all stakeholders.
Identifying and activating the most relevant audience for the brands through data crossing retailer/brand/3rd party.
Evaluating the impact of activating different channels, segments, studies & measuring incremental sales to find the best media mix.
Identifying relevant insights on consumer / product consumption to fuel marketing recommendations and campaigns.
Developing a comprehensive recommendation and roadmap to build relevant audience, identify consumer insights and measure the impact of media campaign by leveraging the brand, retailer and 3rd party data through the LiveRamp platform.
Building capabilities in Hill’s’ LiveRamp data Clean Room to match data from multiple sources. Numberly acts as a trusted 3rd party for all stakeholders.
Identifying and activating the most relevant audience for the brands through data crossing retailer/brand/3rd party.
Evaluating the impact of activating different channels, segments, studies & measuring incremental sales to find the best media mix.
Identifying relevant insights on consumer / product consumption to fuel marketing recommendations and campaigns.
Deliverable
- Reaching extension: Delivering high performance audience that converted in additional household.
- Performance measurement: Providing the ability to measure the performance of joint Brand / Retailer campaigns from the media exposure to the sales.
