Mars Petcare’s search for a data discovery solution began when their leadership was tasked with thinking broadly about what they wanted to achieve as a business. As part of this conversation, Natalia Lumpkin, European CMi Director of Strategy and Insights, was asked what more CMI could do to drive their business growth.
Natalia knew that KnowledgeHound could bring all of her CMI team’s survey data into a single database layered with the analytics and search functionality that could help achieve to major objectives:
But Natalia didn’t just provide a data discovery tool to the CMI team – she introduced KnowledgeHound to their entire organization to help lead a culture-shift that brought key stakeholders closer to the customer through data-driven insights. Watch the full webinar recording here or read on for the highlights.
To strategically drive data-forward transformation throughout Mars Petcare, they first needed to understand where their CMI team was experiencing bottlenecks in their workflow and why in order to come up with effective solutions. They quickly found that they had:
Mars Petcare’s leadership quickly saw an opportunity to get more from the studies they were already paying for and a path to bring key stakeholders closer to consumers. The additional benefit of a data discovery tool? By freeing up the CMI team from serving internal ad hoc needs so that they could use their capacity to focus on bigger strategic questions.
Once they’d identified their objectives and the strategy that could get them there, Mars Petcare’s CMI team drew up a wishlist to help them vet software solutions. They wanted three main things:
Given that one of their biggest objectives was to reduce the distance between their business and their consumers, these capabilities were important.
Natalia understood from experience that having access to data empowers business partners to think about the consumer first and to make decisions faster, without having to make requests of their colleagues in the CMI department.
Mars Petcare now uses data discovery to promote customer-centricity across their organization. Their open approach to data democratization has alleviated pressure on their CMI team’s major pain points. The result has been a major reduction in the data analysis bottleneck that was holding their company back from growing and rapidly moving to meet customer’s needs.
This is especially important in a year like 2020, when consumer needs and behavior have continuously changed in response to the ongoing COVID-19 pandemic. With access to an agile tool that supports seamless survey data unification and cloud-based access, Mars Petcare’s team hasn’t missed a beat.
While some marketing insights leaders may worry about the misappropriation of data, Natalia understood that a data discovery platform offered an opportunity to show business partners how to leverage survey data, inspire them, and engage them more directly with consumers.
With confidence in her CMI team and assurance that KnowledgeHound’s customer support team was there to help with data cleaning, she saw full data democratization as the right path forward for their organization. But to meet their goals, they didn’t just need to adopt new software. They needed an agile mindset to match their agile, self-service toolkit.
For example, business partners who have access to the data discovery tool need to know how to use it. This required some foundational work to develop their understanding of what kinds of analytics and visualizations they can produce for themselves. Only then could the CMI team be freed up to focus on larger objectives.
"KnowledgeHound enabled us to get a much greater value out of the work that we've done"