Le consumer insight au cœur des priorités stratégiques de l’entreprise - par Sylvie Lasoen (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!