Nestlé France is the first country in Europe and the third in the world for Nestlé.
We have been operating for a century and a half
and we serve our consumers with more than sixty-five brands.
My role at Nestlé is to drive e-business, data, and technology,
and to support the business through agile organization and innovation mindset.
At Nestlé, data has become a key element of our strategy, with a clear value at stake
to make sure we engage our consumers in a cost-efficient and relevant manner.
This is particularly true when it comes to digital communication
now that digital is becoming more sizable in our digital spent and reach to our consumers.
Earlier this year, we launched an initiative with the Boston Consulting Group
with one clear goal:
Put a value on consumer data,
be it first-party data, like websites or CRM programs,
be it second-party data, like our retailers or partners,
or, be it third-party data, like Facebook or Google.
That's a pretty big scope,
and we really wanted to go deep and granular in our assessment.
We first assembled a team of BCG and Nestlé experts
from marketing,
from sales,
from media,
from insight,
and from finance.
We wanted to find answers on the following golden question:
First, impact of a data.
What transaction, what consumer data
can really activate.
Second, value of a data.
What is the value
that the data can activate for a given consumer for a given transaction,
not only at once but over the consumer lifetime.
And third, finally, the cost and ROI of a data. For a given data,
how much am I willing to pay for, let's say, an email address?
Of course, the results vary by type of brands or category,
from everyday use type of brands to specialties like infant milk.
Replicated across all our categories and brands with beta framework,
we call it the data value framework
that our teams can use to make better decision.
First, challenge our supplier on data costs
and our agencies on data activation.
Second, build more precise audience strategies, brand strategies, and allocate budget across brands.
And third, foster data sharing between brands
to create a better ROI overall for Nestlé.
I am proud to say
that we have taken a bold step at Nestlé to unlock the value of consumer data.