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Nestlé France is the first country in Europe
and the third in the world for Nestlé.

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We have been operating
for a century and a half

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and we serve our consumers
with more than sixty-five brands.

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My role at Nestlé is to drive e-business,
data, and technology,

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and to support the business through
agile organization and innovation mindset.

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At Nestlé, data has become a key element of our
strategy, with a clear value at stake

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to make sure we engage our consumers
in a cost-efficient and relevant manner.

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This is particularly true when it comes
to digital communication

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now that digital is becoming more sizable
in our digital spent and reach to our consumers.

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Earlier this year, we launched an initiative
with the Boston Consulting Group

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with one clear goal:

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Put a value on consumer data,

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be it first-party data, like websites or CRM programs,

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be it second-party data, like our retailers or partners,

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or, be it third-party data, like Facebook or Google.

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That's a pretty big scope,

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and we really wanted to go
deep and granular in our assessment.

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We first assembled a team of BCG
and Nestlé experts

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from marketing,

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from sales,

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from media,

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from insight,

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and from finance.

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We wanted to find answers
on the following golden question:

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First, impact of a data.

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What transaction, what consumer data

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can really activate.

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Second, value of a data.

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What is the value

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that the data can activate for a
given consumer for a given transaction,

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not only at once but over
the consumer lifetime.

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And third, finally, the cost and ROI
of a data. For a given data,

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how much am I willing to pay for, let's say,
an email address?

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Of course, the results vary
by type of brands or category,

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from everyday use type of brands
to specialties like infant milk.

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Replicated across all our categories
and brands with beta framework,

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we call it the data value framework

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that our teams can use to make better decision.

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First, challenge our supplier on data costs

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and our agencies on data activation.

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Second, build more precise audience strategies,
brand strategies, and allocate budget across brands.

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And third, foster data sharing between brands

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to create a better ROI overall for Nestlé.

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I am proud to say

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that we have taken a bold step at Nestlé
to unlock the value of consumer data.