CPG: Turning Customer Insights into Business Impact with Treasure Data CDP

CHALLENGE

Gaining Better Insights from First-Party Data

As brands grapple with today’s dynamic consumer preferences as well as changing data collection and utilization practices, our client identified a unique avenue for business growth within the fiercely competitive Consumer Packaged Goods (CPG) industry.

To harness the untapped potential of its first-party data, our client needed to:

• Streamline manual data processes
• Optimize performance
• Centralize first-party data from over five sources across 20+ Direct-to-Consumer (DTC) and non-DTC brands into one platform 

The company enlisted fifty-five as a strategic partner to build a more advanced customer data platform (CDP) infrastructure that unlocked the full power of its first-party data and Treasure Data CDP. 

SOLUTION

Establishing a Comprehensive CDP Infrastructure

Our collaboration with Treasure Data focused on driving impact across three key areas: 

1. Data Collection & Utilization – Transforming a disconnected, siloed view of consumers into one unified, consent-driven central repository with 360-degree consumer profiles.
    
2. Equipping Power Users – Recruiting and training the organization’s cross-functional marketers and decision-makers with skills and knowledge to utilize a new, robust CDP platform. 
     
3. Enhanced Activation & Insights –  Cultivating active marketing capabilities and ongoing pilot initiatives that deliver business impact. 

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RESULTS

Reliable Insights, Enhanced Activation, and Improved Measurement

Our client now has the tools in place with its Treasure Data CDP and product owners who can tap into the single-view of customers for more effective marketing insights, net-new activation opportunities, and more accurate measurement. Additionally, the client has charted an impressive pilot roadmap, yielding promising initial outcomes.

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