CPG: Turning Customer Insights into Business Impact with Treasure Data CDP

Our client now has the tools (...) [to] tap into the single-view of customers for more effective marketing insights, net-new activation opportunities, and more accurate measurement.

Gaining Better Insights from First-Party Data

As brands grapple with today’s dynamic consumer preferences as well as changing data collection and utilization practices, our client identified a unique avenue for business growth within the fiercely competitive Consumer Packaged Goods (CPG) industry.

To harness the untapped potential of its first-party data, our client needed to:

• Streamline manual data processes
• Optimize performance
• Centralize first-party data from over five sources across 20+ Direct-to-Consumer (DTC) and non-DTC brands into one platform

The company enlisted fifty-five as a strategic partner to build a more advanced customer data platform (CDP) infrastructure that unlocked the full power of its first-party data and Treasure Data CDP.

Establishing a Comprehensive CDP Infrastructure

Our collaboration with Treasure Data focused on driving impact across three key areas:

• Data Collection & Utilization – Transforming a disconnected, siloed view of consumers into one unified, consent-driven central repository with 360-degree consumer profiles.
• Equipping Power Users – Recruiting and training the organization’s cross-functional marketers and decision-makers with skills and knowledge to utilize a new, robust CDP platform.
• Enhanced Activation & Insights –  Cultivating active marketing capabilities and ongoing pilot initiatives that deliver business impact. 

Reliable Insights, Enhanced Activation, and Improved Measurement

Our client now has the tools in place with its Treasure Data CDP and product owners who can tap into the single-view of customers for more effective marketing insights, net-new activation opportunities, and more accurate measurement. Additionally, the client has charted an impressive pilot roadmap, yielding promising initial outcomes.