Democratizing Insights for Consumer-Centric Decision Making

The last two years have been fraught with “severe disruption” to say the least. Daily changes in consumer behavior have not only become the norm, but they've impacted everything from shopping, dieting, and snacking to binge-watching and cooking at home more often. And while those in the food service industry were forced to make detrimental pivots, or close their doors entirely, The Hershey Company made a few key strategic decisions that resulted in a 6.4% increase in net sales. But, their success didn’t come without the same common data challenges that afflict over 47% of marketing departments… For example, when Hershey’s identified that their consumer data wasn’t reaching the right stakeholders, they quickly elevated their cross-functional research practices to direct those timely insights to the teams who could strategically impact the bottom line. Those improvements to cross-functional data collection opened the door to a superior understanding of emerging behavioral insights, as well as critical changes in e-commerce and work-from-home trends (like a 4% increase in in-home snack consumption). Most importantly, it taught them that the key to success was to place real-time, democratized insights at the center of your organization. In this free webinar with Bloomfire and The Hershey Company, you’ll have an opportunity to gain an insider view into the game-changing insights practices, internal frameworks, and strategic decisions that helped along the way. 3 Lessons You’ll Learn To Improve Your Organizational Insights Structure: (1) How to promote data-driven, customer-centric decisions to the forefront of your business strategies (2) How to develop a practical game-plan to distribute real-time consumer insights that are as agile as consumer behavior (3) How to establish a single source of truth for customer experience knowledge, improve cross-functional collaboration, and elevate your research practices in order to deliver consumer insights to the right teams at the right time