Unilever's Insights Engine Case Analysis Essay
Utpal Parikh – Assignment 1 – Unilever’s Insights Engine Case Analysis. – Dr. Yi He
1. Overview
Traditionally the way to beat competition is to make superior products, lower price, leaner operational costs in manufacturing, distribution, sales and admin or even bad mouth the competition with negative advertising, especially now in Social Media. In this new competitive landscape the biggest thing that keeps you ahead of your competitors and increase sales is customer centric – understanding the behaviours, patterns and social need while fulfilling them better then anyone else. That is the new currency for any company’s success. Unilever got to know it’s customers by building an Insights Engine – ability to transform consumers
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Research Methodology
As mentioned in AllBusiness article, there are 5 basic methods of Market Research. Surveys, Focus Groups, Personal Interviews, Observations and Free Trials.
Marketing Intelligence was gathered using operational characteristics like Data synthesis and to come up with CMI – one source of true data that everyone sees. Unifying the methodology and data display from this single source unifies a vision for a company and it’s employees. It also helps employees feel empowered when company is very transparent with them. One of the examples of the article from quantitative research using Insights2020 of 10,000 practitioners in 60 countries, 350 business and partnership with LinkedIn, Korn Ferry, Esomar and Advertising Research Foundation. Two groups were divided: Overperformers and Underperformers based on 3-year revenue growth compared to their competitors. Results concurred that overperformers had one thing in common that majority of the high-performing, customer-centric company had some sort of Insights Engine built. We had Microsoft develop this software to make life easier for the companies at any level to help visual this big data into meaningful strategies to pivot the business based on customer
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