Impact
Rolled-out in 30 countries with an impact of 50 M€ on the contributive margin per year
Optimized marketing budget allocation between brands and touchpoints.
Context
Introduce Marketing Effectiveness practices and real time data into the marketing budget allocation
More information about the digital transformation in Pernod Ricard FY21 Annual Report Page 34
Approach
We adopted a Lean UX and Dual Track approach to continuously improve Matrix.
Initialization
- Business interviews to frame the challenges
- Prioritize the core features of the MVP,
- Co-design with the core team composed by marketing experts.
Discovery Track
- Continuous research (business interviews and feedback loop) with the market
- Ideate with the core team,
- Experiment ideas with users
- Define a 18 months product vision and roadmap
- Co-design with the final users and experts
Delivery Track
- Agile development
- Short term UX/UI execution
Repeat!
Challenges
- Align design output and development capacity planning
- Setup feedback loop and analytics tools to monitor product use
- Move from project to product mode to improve value over time
Final screens
Spend allocation optimization
Historical data analysis
Historical data per brand, cross-market analysis
Waterfall for net sell levers impact analysis
Control tower for AI scenario creation
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