Publicidad
Publicidad

Más contenido relacionado

Similar a Jne 2018 - Unilever(20)

Publicidad
Publicidad

Jne 2018 - Unilever

  1. DRIVING PEOPLE CENTRIC GROWTH HOW TO RE-INVENT THE INSIGHT FUNCTION? REFLECTING ON THE UNILEVER CMI JOURNEY Sylvie Lasoen JNE, January 25th 2018
  2. The starting point: In 2015, the Insight 2020 project was initiated Big Insights Purposeful Positioning Total Experience  The largest and most global I&A study
  3. One key outcome: Customer Centricity and Revenue growth go hand in hand … TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE
  4. But how to define Customer Centricity? HOW to achieve Customer Centricity? WHAT are the drivers of Customer Centricity?
  5. Driving Customer-Centric Growth – The four building blocks ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal data External: Panels, Ad’Hoc New Data: Social Media INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale EQUIP for EXCELLENCE Independence Structure, Operating Model Training, Tools WHO: Insights Leaders Business Acumen Storytelling
  6. ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal data External: Panels, Ad’Hoc New Data: Web listening INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale EQUIP for EXCELLENCE Independence Structure, Operating Model Training, Tools
  7. Access sources Real time monitoring, forward looking analytical techniques From explaining the past TO predicting the future Making sense of the (Big) Data Integrate data Ability to connect the dots and extract value from all the information From unconsistent & disparate data sources TO ‘One version of the truth’
  8. Unilever Example: Deployment of the People Data Center in key markets Creating owned audiences for Unilever brands by capturing and analysing people data from all owned digital marketing channels Insight into broader consumer world through analysis of social listening, influencers, communities, business data and search Delivers relationship building consumer care while capturing insights about people A service that provides real time insights and recommendations to People Related Questions by integrating different data sources & analytics People Relationship Marketing (PRM) Business and Social Analytics Consumer Engagement Centres
  9. ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal data External: Panels, Ad’Hoc New Data: Web listening INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale EQUIP for EXCELLENCE Independence Structure, Operating Model Training, Tools
  10. Distill insights Whole-brain thinking: Exercising creative “right-brain” skills, as well as traditional “left-brain” analytical orientations From analytical thinking TO seamless integration of creative and analytics perspectives Beyond Insights, focusing on strategies Develop strategies Involvement in all key stages of the planning cycle “Where to play” and “How to win” From input provider TO active contributor in Business planning
  11. Where the “Magic” Happens Unilever Example: Brand Boosters multi-disciplinary workshops Interactive and energetic training for CMI’s  Three key ingredients for running successful workshops: ➢ Inspiration, creativity ➢ Consumer experience People connects ➢ Hard facts CMI multi-source analysis
  12. ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal data External: Panels, Ad’Hoc New Data: Web listening INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale EQUIP for EXCELLENCE Independence Structure, Operating Model Training, Tools
  13. A mindset shift: Daring to experiment Engage partners Working closely with customers and other functions From providing insights as a siloed function TO co-creating internally and with consumers Embrace disruption Embracing risk and experimentation From managing risk TO embracing risk
  14. Crowdsourcing insights / Co-creating ideas with Online communities Digital ethnography (using latest wearable tech tools) -> Quicker, more scalable, unbiased behavioural insights REAL TIME, REAL PLACE, REAL CONSUMERS.. Artificial Intelligence – eg: - Web listening + AI: Language mapping tool to uncover emerging trends - Pack / POS: Predictive algorythms on pack impact - Google Insight generator (based on search items) - FB audience insight tool - Twitters insiders - Olapic / Instagram: real insights from visual earned content Etc Unilever Example: Encouraging a “test & learn” approach Many Hype tools out there…. • A Tech start-up incubator • Mentoring program that connects start-ups with UL experts • Hackaton • Pitching  Piloting  Partnering
  15. ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal data External: Panels, Ad’Hoc New Data: Web listening INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale EQUIP for EXCELLENCE Independence Structure, Operating Model Training, Tools
  16. Dialing up the resonance of consumers voice Equip for excellence Direct report to C-Suite executives Equal footing with other functions From biased insight teams serving Mkg only TO independent insight teams with an objective perspective across all business projects Execute in real time Pro-active participation in strategic decision making  Focus on strategy as much as on data From the accuracy of data TO the actionability of the insights
  17. DATA HEAVY / PEOPLE LIGHT PEOPLE HEAVY / DATA LIGHT Now what? So what? Unilever Example: The Insight Pyramid Elevator • Elimination or automatisation of basic CMI reports, freeing up time for what really matters • « Size of the prize » calculation • Clear and concrete business recommendations
  18. ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal data External: Panels, Ad’Hoc New Data: Web listening INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale EQUIP for EXCELLENCE Independence Structure, Operating Model Training, Tools WHO: Insights Leaders Business Acumen Storytelling
  19. Searching for the “five legged sheep” ☺  A new profile for Insight leaders Business acumen Recruiting and developing people with a strong sense of business From answering a brief TO teasing out insights with business- wide implications Storytelling Conveying messages through engaging narratives  Bringing data to life, « Show, don’t tell » approach From fact-filled messaging and communication TO fact-based storytelling
  20. To sum-up: Building an Insight Engine requires alignement on tools, processes, structure and people Processes Clear processes that enable teams to play an integral role in the business planning cycle, proactively turn data and insights into action and shift focus from hindsight to foresight Structure Insight as an independent function mirroring Marketing, with clear accountability, resulting in less debates People People with critical competencies such as business acumen, storytelling and a whole- brain mindset, that embrace a culture of experimentation and cross-functional collaboration Tools World-class tools enabling teams to effectively synthetise data and act as a guardian of data quality / reliability
  21. The new digital Tech ecosystem Uberisation… « Always on » … Almost free / instant results… People connects… DYI / Design Thinking… Social Listening… Big data.. AI… Proliferation and fragmentation of tools and research partners (Small / tech players, GAFA, Comm / design agencies etc)  The digital Tech ecosystem: Threat or 0pportunity? Moving forward
  22. The new digital Tech ecosystem How to re-invent the Insight function? A few closing thoughts… Making sense of the (big) data Agregating data: Panels/Ad’Hoc, but also open / internal data.. Cuting the silos, building a holistic picture Merging data science with human insights Business partnership Eg. Follow-ups on recommendations: Implemention and monitoring of actions Hindsight & foresight, predictive modelling Internal strategic planning
  23. 25  A collective of Insight leaders on the client’s side Willing to drive the strategic transformation of the Insight function  Sharing best practices, incentizing partner agencies to embrace a broader definition of their role, attracting best talents with new skills insightshub.sharing@gmail.com Insights Hub @insights_hub People & Marketing Intelligence Data, Insight & foresight WATCH THE SPACE!
Publicidad