Danone Fresh Dairy Products France, an organisation founded in 1919, is a major player in the food sector, particularly in the field of fresh products. Activia is a popular brand for its recipes rich in probiotics.
Although the brand is attracting more consumers every year, the challenge for Danone is to accurately measure how much the marketing campaigns contribute to the results thanks to a global vision and direct access to its consumers’ purchasing data.
Danone Fresh Dairy Products France has therefore chosen Numberly to help achieve three objectives for its Activia Mix & Go product range:
- Validate audience targeting criteria via purchase data;
- Trace the consumer journey from exposure to sale;
- Measure sales.
The goals were to optimise omnichannel activations based on real-time purchase data and to analyse the impact of digital on sales by customer segment.