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.
My team and I worked on this product continuously. Rolling-out new countries every 6 to 12 months, and integrating new modifications requiered by the users and countries management.
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
