At Capgemini Invent we ideate and bring to life what’s next for our clients. Capgemini Invent combines strategy, technology, data science and creative design to solve the most complex business and technology challenges.
Driving personalisation with a Global FMCG
The Global FMCG had an ambition to build meaningful relationships with their end consumers. In order to do this, they were rolling out Adobe Marketing Cloud to gain back control and remove the reliance on external agencies to deliver their campaigns. We needed to identify sources of rich consumer data across their digital estate and existing marketing campaigns.
A review of over 2,000 owned websites and apps was conducted to identify first party data capture opportunities. We created a shortlist of sites with the greatest commercial benefit and developed site strategy to drive engagement and relevant value exchanges for customers to share their data. Customer journeys were created to demonstrate how existing marketing campaigns could be deployed via the Adobe Marketing Cloud, unlocking data capture and personalisation opportunities.
Our website shortlist is now the focus area for development, and our customer journeys have helped define the backlog for development of the Adobe Marketing Cloud. We were able to prioritise capabilities which would drive the greatest adoption and usage rates, as well as the highest volumes of first party data.