Summary
When Shell set out to develop more consumer-centric marketing planning, there was a clear need to streamline processes. It replaced siloed, static market research with fully-integrated and engaging full-sight via The Shell Retail Insights Hub.
Holistically using multiple data sources to align consumer insights with business outcomes, the Hub is an interactive insight-exploration tool for Shell Marketeers on the Infotools platform, Harmoni.
Developed collaboratively by Shell Global Insights, Infotools and Incite Marketing Planning, through five key steps:
- The Framework: Stakeholder interviews to capture marketing planning needs; translated into an Issue Tree framework;
- The Data: collating and synchronising 13 sources...