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FREEDOM WITHIN
A FRAMEWORK
HOW CAMPBELL SOUP
COMPANY DEMOCRATIZED
MARKETING DATA TO SUPPORT
AGILE DECISION MAKING
INTRODUCTIONS
JENNIFER ZESZUT
Founder, Chief Customer Officer
Beckon
@jenniferland
MARCI RAIBLE
VP of Global Media and Mar...
BECKON IS
THE SOURCE OF TRUTH
FOR MARKETING™
The leading marketing data
management, performance
reporting and analytics pl...
• Be nimble
• Gather data
• Use data to course correct
• Test + learn
• Run experiments
• Close collaboration
• Go fast; l...
• Be nimble
• Gather data
• Use data to course correct
• Test + learn
• Run experiments
• Close collaboration
• Go fast; l...
ANYONE DISAGREE?
• Be nimble slow
• Ignore Gather data
• Don’t Use data to course correct
• Test + learn Just do stuff
• Don’t Run experime...
• Be nimble
• Gather data
• Use data to course correct
• Test + learn
• Run experiments
• Close collaboration
• Go fast; l...
ANNUAL OPTIMIZATION LETS YOU DO A LITTLE
MORE WITH YOUR MARKETING SPEND EACH YEAR
YEAR
10
30
50
70
90
110
$ IN 1,000’s
1 2...
$10,000 PUT TO WORK
12% COMPOUNDING INTEREST
NETS YOU $108,920
ANNUAL OPTIMIZATION LETS YOU DO A LITTLE
MORE WITH YOUR MAR...
THE DATA IS CLEAR: THE BUSINESS IMPACT OF
AGILE IS PROFOUND
12.7% LIFT IN ROI
on average across 11 brands committed
to agi...
THE DATA IS CLEAR: THE BUSINESS IMPACT OF
AGILE IS PROFOUND
**QUANTIFYING THE IMPACT OF MARKETING ANALYTICS BY HBR (MCKINS...
Within 20 years, the dynamic reallocator will
be WORTH TWICE AS MUCH as its
less agile counterpart***
THE DATA IS CLEAR: T...
UNLOCK DATA
TO UNLOCK INSIGHT
TO UNLOCK GROWTH
EASIER SAID THAN DONE
REACTIONS WILL BE MIXED
“We are going to be more agile, accountable and data-driven!”
TYPICAL
BECKON
CUSTOMER
I’M LISTENIN...
REACTIONS WILL BE MIXED
“We are going to be more agile, accountable and data-driven!”
TYPICAL
BECKON
CUSTOMER
CPG
I’M LIST...
REACTIONS WILL BE MIXED
“We are going to be more agile, accountable and data-driven!”
TYPICAL
BECKON
CUSTOMER
CPG
I’M LIST...
REACTIONS WILL BE MIXED
“We are going to be more agile, accountable and data-driven!”
TYPICAL
BECKON
CUSTOMER
CPG
I’M LIST...
CAMPBELL SOUP COMPANY
• 148 years old
• Portfolio of iconic, beloved brands
• 30+ brands across the globe
• Strong decentr...
CAMPBELL’S VISION
“You CAN teach an old dog new tricks!”
• Become a data-driven marketing organization
• Build organizatio...
IT’S ON PAR WITH SETTING OUT
TO CLIMB MT. EVEREST
IT’S ON PAR WITH SETTING OUT
TO CLIMB MT. EVEREST
ATTEMPT #1: GO DO IT! CLIMB EVEREST!
A totally decentralized model
• Meet each brand team where they are
• Ask them what t...
ATTEMPT #1: GO DO IT! CLIMB EVEREST!
A totally decentralized model
Lessons learned:
• You don’t know what you don’t know
•...
• Take away the complexity and allow the focus to be on data-
informed decision-making
• Create a centralized analytics te...
ATTEMPT #2: OK, WE’LL DO IT FOR YOU
A totally centralized model
Lessons learned:
• Not sustainable
• Doesn’t align with th...
ATTEMPT #2: OK, WE’LL DO IT FOR YOU
A totally centralized model
Lessons learned:
• Not sustainable
• Doesn’t align with th...
WHERE WE LANDED: FREEDOM WITHIN A
FRAMEWORK
• Centralize some things that are key for global
consistency and cross-brand l...
FREEDOM WITHIN A FRAMEWORK AT CAMPBELL
FRAMEWORK FREEDOM
Insist on consistency Allow flexibility
Benchmarking, trending ov...
FREEDOM WITHIN A FRAMEWORK AT CAMPBELL
FRAMEWORK FREEDOM
Insist on consistency Allow flexibility
Benchmarking, trending ov...
FREEDOM WITHIN A FRAMEWORK AT CAMPBELL
FRAMEWORK FREEDOM
Insist on consistency Allow flexibility
Benchmarking, trending ov...
RACI GRID
1ST ATTEMPT 2ND ATTEMPT FREEDOM WITHIN A
FRAMEWORK
R
responsible
The brand team Central analytics team The brand...
CHANGE MANAGEMENT
CHANGE
JOURNEY
1. ORGANIZATION DESIGN /
EFFECTIVENESS
6. CHANGE
MEASUREMENT
5. CHANGE & BUSINESS
READINE...
ADVICE TO FELLOW SCALERS OF EVEREST
• Adopt and embrace an “iterate to great” approach
• Identify other Sherpas early on, ...
THANK YOU
Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making By ...
Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making By ...
Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making By ...
Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making By ...
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Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making By Marci Raible and Jennifer Zeszugt

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From the #MarTech San Francisco Conference in San Francisco, California May 9-11, 2017. SESSION: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making. PRESENTATION: Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making - Given by Marci Raible - Campbell Soup Company, Director, Global Media and Jennifer Zeszut - Beckon, CEO

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Freedom Within a Framework: How The Campbell Soup Company Democratized Marketing Data to Support Agile Decision Making By Marci Raible and Jennifer Zeszugt

  1. 1. FREEDOM WITHIN A FRAMEWORK HOW CAMPBELL SOUP COMPANY DEMOCRATIZED MARKETING DATA TO SUPPORT AGILE DECISION MAKING
  2. 2. INTRODUCTIONS JENNIFER ZESZUT Founder, Chief Customer Officer Beckon @jenniferland MARCI RAIBLE VP of Global Media and Marketing Services Campbell Soup Company
  3. 3. BECKON IS THE SOURCE OF TRUTH FOR MARKETING™ The leading marketing data management, performance reporting and analytics platform used for effective decision-making by global brands.
  4. 4. • Be nimble • Gather data • Use data to course correct • Test + learn • Run experiments • Close collaboration • Go fast; let data be your guide • Iterate, iterate, iterate • Put data + customer feedback at the center PRINCIPLES OF AGILE SOFTWARE DEVELOPMENT SPRINT #1 SPRINT #2 SPRINT #3 DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER
  5. 5. • Be nimble • Gather data • Use data to course correct • Test + learn • Run experiments • Close collaboration • Go fast; let data be your guide • Iterate, iterate, iterate • Put data + customer feedback at the center PRINCIPLES OF AGILE MARKETING SPRINT #1 SPRINT #2 SPRINT #3 DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER
  6. 6. ANYONE DISAGREE?
  7. 7. • Be nimble slow • Ignore Gather data • Don’t Use data to course correct • Test + learn Just do stuff • Don’t Run experiments • Close collaboration Stay in silos • Go slow fast; let gut data be your guide • Iterate, iterate, iterate Well, we’ll try again next year • Ignore Put data + customer feedback at the center PRINCIPLES OF AGILE MARKETING SPRINT #1 SPRINT #2 SPRINT #3 DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER
  8. 8. • Be nimble • Gather data • Use data to course correct • Test + learn • Run experiments • Close collaboration • Go fast; let data be your guide • Iterate, iterate, iterate • Put data + customer feedback at the center PRINCIPLES OF AGILE MARKETING SPRINT #1 SPRINT #2 SPRINT #3 DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER DESIGN DEVELOP TEST DISCOVER
  9. 9. ANNUAL OPTIMIZATION LETS YOU DO A LITTLE MORE WITH YOUR MARKETING SPEND EACH YEAR YEAR 10 30 50 70 90 110 $ IN 1,000’s 1 2 43 $10,000 PUT TO WORK 12% SIMPLE INTEREST NETS YOU $34,000 • Annual “mix” models to help reallocate spend • Annual year-in-review or “hind-sighting” decks • Post campaign wrap-up reports
  10. 10. $10,000 PUT TO WORK 12% COMPOUNDING INTEREST NETS YOU $108,920 ANNUAL OPTIMIZATION LETS YOU DO A LITTLE MORE WITH YOUR MARKETING SPEND EACH YEAR YEAR 10 30 50 70 90 110 $ IN 1,000’s 1 2 43 12% SIMPLE INTEREST NETS YOU $34,000
  11. 11. THE DATA IS CLEAR: THE BUSINESS IMPACT OF AGILE IS PROFOUND 12.7% LIFT IN ROI on average across 11 brands committed to agile marketing and measurement* *FORRESTER STUDY ON THE TOTAL ECONOMIC IMPACTS OF USING BECKON
  12. 12. THE DATA IS CLEAR: THE BUSINESS IMPACT OF AGILE IS PROFOUND **QUANTIFYING THE IMPACT OF MARKETING ANALYTICS BY HBR (MCKINSEY RESEARCH) 1% HIGHER PROFITS when you boost marketing analytics “units”/usage by 3 points**
  13. 13. Within 20 years, the dynamic reallocator will be WORTH TWICE AS MUCH as its less agile counterpart*** THE DATA IS CLEAR: THE BUSINESS IMPACT OF AGILE IS PROFOUND ***“HOW NIMBLE RESOURCE ALLOCATION CAN DOUBLE YOUR COMPANY'S VALUE,” MCKINSEY.COM
  14. 14. UNLOCK DATA TO UNLOCK INSIGHT TO UNLOCK GROWTH
  15. 15. EASIER SAID THAN DONE
  16. 16. REACTIONS WILL BE MIXED “We are going to be more agile, accountable and data-driven!” TYPICAL BECKON CUSTOMER I’M LISTENING… OH @*#!HOORAY!!!!
  17. 17. REACTIONS WILL BE MIXED “We are going to be more agile, accountable and data-driven!” TYPICAL BECKON CUSTOMER CPG I’M LISTENING… OH @*#!HOORAY!!!! HOORAY!!!!
  18. 18. REACTIONS WILL BE MIXED “We are going to be more agile, accountable and data-driven!” TYPICAL BECKON CUSTOMER CPG I’M LISTENING… OH @*#!HOORAY!!!! I’M LISTENING…HOORAY!!!!
  19. 19. REACTIONS WILL BE MIXED “We are going to be more agile, accountable and data-driven!” TYPICAL BECKON CUSTOMER CPG I’M LISTENING… OH @*#!HOORAY!!!! I’M LISTENING… OH @*#!HOORAY!!!!
  20. 20. CAMPBELL SOUP COMPANY • 148 years old • Portfolio of iconic, beloved brands • 30+ brands across the globe • Strong decentralized operating model • Heavily reliant on partners for analysis & reporting • CPG approach to data collection & linking
  21. 21. CAMPBELL’S VISION “You CAN teach an old dog new tricks!” • Become a data-driven marketing organization • Build organizational muscle for faster, data-informed optimizations • Use available data to enable doing more with less • Be more accountable to the business – ongoing
  22. 22. IT’S ON PAR WITH SETTING OUT TO CLIMB MT. EVEREST
  23. 23. IT’S ON PAR WITH SETTING OUT TO CLIMB MT. EVEREST
  24. 24. ATTEMPT #1: GO DO IT! CLIMB EVEREST! A totally decentralized model • Meet each brand team where they are • Ask them what they want and deliver what they ask for • Treat every brand as unique • Unique naming • Unique dashboards • Unique analyses and KPIs
  25. 25. ATTEMPT #1: GO DO IT! CLIMB EVEREST! A totally decentralized model Lessons learned: • You don’t know what you don’t know • Couldn’t benchmark or learn across groups • Unable to roll up to higher level category/divisional views • Customization does not drive change
  26. 26. • Take away the complexity and allow the focus to be on data- informed decision-making • Create a centralized analytics team to develop and deliver standard naming, KPIs and dashboards for use by all brands • View-only access to data • One-size-fits-all solution ATTEMPT #2: OK, WE’LL DO IT FOR YOU A totally centralized model
  27. 27. ATTEMPT #2: OK, WE’LL DO IT FOR YOU A totally centralized model Lessons learned: • Not sustainable • Doesn’t align with the decentralized operating model (i.e. no one is happy) • No sense of ownership, just another form of “outsourcing”
  28. 28. ATTEMPT #2: OK, WE’LL DO IT FOR YOU A totally centralized model Lessons learned: • Not sustainable • Doesn’t align with the decentralized operating model (i.e. no one is happy) • No sense of ownership, just another form of “outsourcing” • Brand teams did have a perspective, once they could react to something …
  29. 29. WHERE WE LANDED: FREEDOM WITHIN A FRAMEWORK • Centralize some things that are key for global consistency and cross-brand learning • Decentralize the rest • Starter “playbooks” that are consistent but that can be customized • Education and training of end-users to build comfort in their analytical skills; move everyone forward, deliberately • Recruit senior leadership champions to change culture from inside out • Phased approach
  30. 30. FREEDOM WITHIN A FRAMEWORK AT CAMPBELL FRAMEWORK FREEDOM Insist on consistency Allow flexibility Benchmarking, trending over time, learnings across teams, easy roll-up and aggregation for top-down views Unique to the business, independent, closer alignment to ‘go-to-market’ plans
  31. 31. FREEDOM WITHIN A FRAMEWORK AT CAMPBELL FRAMEWORK FREEDOM Insist on consistency Allow flexibility Benchmarking, trending over time, learnings across teams, easy roll-up and aggregation for top-down views Unique to the business, independent, closer alignment to ‘go-to-market’ plans What to centralize: • The mandate for measurement • A single source of truth data platform • Global dimensions and KPIs • Playbooks • Media agency tagging conventions • Analytics frameworks and dashboard templates
  32. 32. FREEDOM WITHIN A FRAMEWORK AT CAMPBELL FRAMEWORK FREEDOM Insist on consistency Allow flexibility Benchmarking, trending over time, learnings across teams, easy roll-up and aggregation for top-down views Unique to the business, independent, closer alignment to ‘go-to-market’ plans What to centralize: • The mandate for measurement • A single source of truth data platform • Global dimensions and KPIs • Playbooks • Media agency tagging conventions • Analytics frameworks and dashboard templates What to decentralize: • Access to analytics platforms • Additional analyses • Reporting • Decision-making based on analysis • Optimization • NON-global dimensions (e.g. campaigns)
  33. 33. RACI GRID 1ST ATTEMPT 2ND ATTEMPT FREEDOM WITHIN A FRAMEWORK R responsible The brand team Central analytics team The brand team A accountable The brand team Central analytics team The brand team C consulted The brand team The brand team Central analytics team I informed The brand team Central analytics team The brand team
  34. 34. CHANGE MANAGEMENT CHANGE JOURNEY 1. ORGANIZATION DESIGN / EFFECTIVENESS 6. CHANGE MEASUREMENT 5. CHANGE & BUSINESS READINESS 4. EDUCATION 2. COMMUNICATION 3. LEADERSHIP ENGAGEMENT & BEHAVIOR CHANGE
  35. 35. ADVICE TO FELLOW SCALERS OF EVEREST • Adopt and embrace an “iterate to great” approach • Identify other Sherpas early on, particularly at the leadership level • Think through and get agreement on the RACI upfront • Pick the right partner – you will need more than great technology • Don’t underestimate the role that agencies play and the resistance to change you may find there as well • Stay strong, the journey is worth it
  36. 36. THANK YOU

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