CLIENT SUCCESS STORY
Data strategy to tackle 3 challenges: Data Partnerships, Cookieless & CDP
Our work for Essity Mexico
Trigger
- Essity Group is a global hygiene and health company, with its headquarters in Stockholm, Sweden.
- The mission was led with Essity Mexico on 3 main challenges:
How to accelerate 2P data partnerships with key retailers?
How to tackle the cookieless challenge and adapt in terms of organization, data governance, tech stack, activation & measurement practices?
How to approach globally these challenges with the good data strategy & approach including governance?
Action
AUDIT & DIAGNOSIS
Analysis and assessment of the entire Digital Ecosystem for 5 brands: tools, data architecture.
Mapping of the data journey from data sources and storage to activation.
Identification of key partners.
Mapping of the existing organization and governance.
Analysis and assessment of the entire Digital Ecosystem for 5 brands: tools, data architecture.
Mapping of the data journey from data sources and storage to activation.
Identification of key partners.
Mapping of the existing organization and governance.
ACTION PLAN
Identification of 10 main challenges to tackle to help Essity optimize its digital marketing strategy to adapt to structural market changes and reach its strategic goals by identifying key data challenges to address.
Prioritization of the challenges through an Impact / feasibility matrix and delivery of a concrete roadmap.
Clarification on the data architecture, definition of the role of a CDP.
Identification of concrete uses cases to implement.
Identification of 10 main challenges to tackle to help Essity optimize its digital marketing strategy to adapt to structural market changes and reach its strategic goals by identifying key data challenges to address.
Prioritization of the challenges through an Impact / feasibility matrix and delivery of a concrete roadmap.
Clarification on the data architecture, definition of the role of a CDP.
Identification of concrete uses cases to implement.
CDP VENDORS IDENTIFICATION AND SELECTION
RFP process organization and coordination, with relevant vendors pre identification and then 3 rounds of selection.
A solid methodology and framework used to assess the vendors capabilities and ensure consistency with Essity’s needs.
The final recommendation was articulating global & local approaches, to find the good balance between data collection, partnerships investments, and the good speed of transformation.
RFP process organization and coordination, with relevant vendors pre identification and then 3 rounds of selection.
A solid methodology and framework used to assess the vendors capabilities and ensure consistency with Essity’s needs.
The final recommendation was articulating global & local approaches, to find the good balance between data collection, partnerships investments, and the good speed of transformation.
Deliverable
- One CDP vendor selected
Impact
5
brands analyzed towards one data architecture.
10
marketing challenges prioritized.
