frog is a leading global creative consultancy, part of Capgemini Invent. We challenge the status quo to craft and build transformative human experiences that win hearts and move markets.

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cathay pacific

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Building the client’s first brand-friendly Data Strategy Playbook to drive best practice and 1PD growth

by Ellie Huggins

The Brief

Due to the shifting marketing landscape, such as the transition across to a 3rd Party Cookieless world, the client had set ambitious targets to grow 1PD to help future proof the organisation. However, the key teams to enable this (brands and local markets) lacked the right tactics and strategy in place to capture, analyse and leverage data efficiently and effectively.

The Solution

Capgemini worked with global brand teams and local markets to understand the needs and challenges. We built out a playbook explaining how data strategy fits into a brand’s overarching strategy, outlining best practice around capture, analysing and leveraging data. We also provided a hands on toolkit for brands to audit their current data strategy, identify gaps and assess where they are in terms of maturity from Beginner, to Intermediate to Master. Finally, we defined an approach which turned gaps into opportunity areas, to action and embed as strategic focus areas when redefining their new improved data strategy.

The Results

The playbook was cascaded to 38 markets, over 400 brands and is currently the most viewed playbook within the client’s Data Driven Marketing team with almost 2000 views in under 6 months. It is also key to supporting client ambition to reach a billion consumers. The playbook has driven innovative strategic planning around driving 1PD growth and leveraging data, as well as how to improve consumer experiences and how to drive customer retention over time.​


Data Strategy
data driven