• Analytics tools at their fingertips. Everyone in the organziation needed to have the ability to cut and slice data, or create a quick visualization of a key data point.
  • A way to search across all survey data files. They were looking for a tool that could unify their institutional data and enable them to search across all surveys at once. This would ensure that they could extract more value from the raw survey files than the few insights included in the final presentation deck.
  • A solution that was ready to scale. It was important to Mars to have a cloud-based solution that provided intuitive self-service to all stakeholders. In order to democratize access to their survey data, Mars was looking for a data discovery solution that could be deployed at scale on day zero.

Interview: Mars Petcare Europe

The Challenge: Mars Petcare is asked to transform their insights function

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:


  1. Reduce the distance between their team and their consumers down to zero.
  2. Maximize the resources they already had on hand.


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.

Where Are the Bottlenecks? A Deeper Look at the CMI Team

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:


  • Limited survey data analysis capacity. Their CMI team relied too much on suppliers for survey data analysis because they didn’t have access to raw survey data files or a way to efficiently perform the analysis they needed in house. This was the cause of major delays in answering one-off questions.
  • Survey data had a short life-span. Their final reports only presented the insights they needed for a single question or project, so each time they needed to answer a question, they began the process of designing a new survey.
  • Survey data and analytics did not extend beyond CMI. The team needed a better way to share access to actual data and analytics with other internal stakeholders so that key business partners could locate the answers to their own questions.


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.

The Solution They Needed was Data Discovery

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:


  1. Analytics tools at their fingertips. Everyone in the organization needed to have the ability to cut and slice data, or create a quick visualization of a key data point.
  2. A way to search across all survey data files. They were looking for a tool that could unify their institutional data and enable them to search across all surveys at once. This would ensure that they could extract more value from the raw survey files than the few insights included in the final presentation deck.
  3. A solution that was ready to scale. It was important to Mars to have a cloud-based solution that provided intuitive self-service to all stakeholders. In order to democratize access to their survey data, Mars was looking for a data discovery solution that could be deployed at scale on day zero.


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.

A Lesson in Transformation: Agile Tools Require an Agile Mindset

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.


The Challenge: Mars Petcare is asked to transform their insights function

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:


  1. Reduce the distance between their team and their consumers down to zero.
  2. Maximize the resources they already had on hand.


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.

Where Are the Bottlenecks? A Deeper Look at the CMI Team

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:


  • Limited survey data analysis capacity. Their CMI team relied too much on suppliers for survey data analysis because they didn’t have access to raw survey data files or a way to efficiently perform the analysis they needed in house. This was the cause of major delays in answering one-off questions.
  • Survey data had a short life-span. Their final reports only presented the insights they needed for a single question or project, so each time they needed to answer a question, they began the process of designing a new survey.
  • Survey data and analytics did not extend beyond CMI. The team needed a better way to share access to actual data and analytics with other internal stakeholders so that key business partners could locate the answers to their own questions.


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.

The Solution They Needed was Data Discovery

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:


  1. Analytics tools at their fingertips. Everyone in the organization needed to have the ability to cut and slice data, or create a quick visualization of a key data point.
  2. A way to search across all survey data files. They were looking for a tool that could unify their institutional data and enable them to search across all surveys at once. This would ensure that they could extract more value from the raw survey files than the few insights included in the final presentation deck.
  3. A solution that was ready to scale. It was important to Mars to have a cloud-based solution that provided intuitive self-service to all stakeholders. In order to democratize access to their survey data, Mars was looking for a data discovery solution that could be deployed at scale on day zero.


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.

A Lesson in Transformation: Agile Tools Require an Agile Mindset

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.


Key Takeaways

  • Analytics tools at their fingertips. Everyone in the organziation needed to have the ability to cut and slice data, or create a quick visualization of a key data point.
  • A way to search across all survey data files. They were looking for a tool that could unify their institutional data and enable them to search across all surveys at once. This would ensure that they could extract more value from the raw survey files than the few insights included in the final presentation deck.
  • A solution that was ready to scale. It was important to Mars to have a cloud-based solution that provided intuitive self-service to all stakeholders. In order to democratize access to their survey data, Mars was looking for a data discovery solution that could be deployed at scale on day zero.

By the Numbers

  • Time spent locating data points was reduced by over 50%
  • Money saved on each project by not having to go back to the supplier for additional charge

"KnowledgeHound enabled us to get a much greater value out of the work that we've done"