Kraft Foodservice: Analytics Database Build
Challenge
Kraft Foodservice needed a central data repository in order to have a 360° view of their customers and prospects. The objective of the repository was to increase effectiveness and efficiency of Sales and Marketing campaigns.
Solution
The approach our team at Wunderman took was to build a custom SQL server database in order to accommodate the multitude of non-standardized, disparate sources of data, including third party industry sources like CHD Expert. The database refreshes incorporated address standardization and accuracy checks and a robust customer matching algorithm for optimal data integrity. The solution also included a built-in campaign management functionality and online analytical processing cube for enhanced reporting and analytics capabilities. My responsibilities included guiding the requirements, development, proof of concept testing, as well as managing ongoing enhancements and maintenance of the database.
Results
- Enhanced ability to track market share and target, segment, and prioritize prospective customers
- Advanced CRM, customer analysis, targeting and segmentation capabilities
- Closed loop reporting system to track short and long-term results of all campaigns and sales activities
- Purchase compliance tracking for customers with complimentary beverage equipment
Olie Navrotska 