Submitter
Shan Collins, Chief Digital Transformation Officer
Company
Nestle USA
Industry
Consumer Goods
Business Challenge
Nestle USA’s tedious process of deriving actionable insights from its e-commerce and omnichannel sales data resulted in lower growth rates and market share as compared to its traditional sales channels.
Analytics Solution
Nestle USA developed a digital search tool to enable e-commerce account managers to query the system in an efficient and effective manner. The tool allows managers to obtain key performance indicators such as return on advertising spend, customer lifetime value and average basket size.
Impact
Insights derived from the search tool empower Nestle USA managers to make better marketing decisions related to product bundles, advertising spend and coupons, leading to significant increases in sales and market share across multiple channels.