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CLIENT CASE STUDY

Global CPG company: taking digital marketing to the next level

New digital marketing operating model and platform help improve value, speed and quality for global CPG company.

Overview

A global consumer packaged goods (CPG) company had a decentralized digital operating model with multiple vendors, platforms and processes. As its digital marketing properties and initiatives grew, this approach was becoming unwieldy and costly.

To help improve the quality of digital marketing initiatives, reduce costs and increase the speed to market, the company looked to Accenture Interactive’s extensive digital marketing knowledge, experience and global resources.

Together, the companies implemented a common digital operating model and platform. The results were tangible: using offshore resources reduced fees by approximately 33 percent. The company also saved by reusing digital assets. What’s more, some brand websites improved organic search results by as much as 95 percent. The company now has a foundation to take its digital marketing initiatives to the next level.

Opportunity

The company recognized that it had a very fragmented digital environment with duplicate technologies and content. In addition, it lacked standardized processes, governance, workflow and pre-launch testing. All of these factors made for tough challenges, such as:

•  An increased likelihood of errors.

•  An inconsistent brand image to consumers.

•  Escalating costs.

With a new, cross-vendor operating model and technical platform, the company set its sights on improving the quality of digital marketing output and the consumer brand experience, getting promotions and new product launches to market at speed, and reducing digital technology and resource costs.

Solution

After an assessment of the company historic digital marketing spend, Accenture and the company developed a multi-vendor, global digital operating model that streamlined processes and focused resources on more specialized tasks.

All technical aspects of delivering projects were transitioned to Accenture. Accenture also assumed program-wide responsibility for the programming, testing, quality assurance, technical maintenance and project management support for all digital marketing programs.

In addition, Accenture provided digital marketing outsourcing, project management, digital diagnostic and site search performance services, as well as services to reduce database and campaign management costs and improve quality. Accenture provided a global delivery model, streamlined processes, a global consumer database, and a campaign management and analytics platform to power the client’s consumer marketing campaigns. Key results include the following:

  • Supporting multiple brands, languages and geographies across Web, e-mail and mobile channels.

  • Providing digital marketing and consumer data management services across approximately 15 brands plus a multi-brand site using teams in Chicago, Costa Rica and India.

  • Migrating 10 brand sites onto a common content management system.

  • Coding and testing more than 200 email campaigns (executed monthly or periodically), encompassing more than 800 million messages.

  • Delivering 18 microsites.

  • Conducting more than 50 strategic search optimization and digital diagnostic website scans.

  • Integrating e-commerce functionality and ratings and review capabilities on multiple brand websites.

Results

With a robust digital delivery model and platform in place, the company achieved its strategic digital marketing goals:

Cost reduction

  • Cost efficiencies using offshore resources, with fee reductions of approximately 33 percent versus the incumbent digital agency.

  • Flexibility to increase or decrease staffing based on business needs.

  • Efficient reuse of digital assets and content to avoid wasted time (drove at least 30 percent reuse of digital assets).

Increased speed to market

  • A standardized platform, common tools, a global workforce and automation helped streamline workflow efficiency and speed.

  • Global delivery centers to “follow-the-sun” to get marketing campaigns and promotions to market more quickly.

  • A consumer data management solution for timely dialogue marketing services.

Improved quality and consumer experience

  • Standardized development, maintenance, workflow and governance processes helped improve digital marketing initiatives.

  • Operating model offers on-site, localized presence with dedicated interactive production managers for each brand.

  • Enhanced business key performance indicators with a digital dashboard.

  • Significant improvement in organic search, with some brand websites attaining improvement as high as 95 percent.

  • Real-time dashboards capturing results of every digital marketing campaign.

The company’s new digital capabilities and operating model lay a foundation for more sophisticated, interactive, timely and relevant digital marketing initiatives globally.